Video & Chat Redesign

About Lemonade.TV

Lemonade.TV is a shop entertainment platform with live chat and shopping features.

Role

Sole designer responsible for the complete redesign of a legacy e-commerce app and website for live streaming and shopping.

Project Task

Identify user pain points and usability issues while redesigning the video page and chat interface.

Client
Lemonade.TV

Year
2020 - 2022

Platforms
App, Desktop

Team
1 Designer

Live streaming 🤝 Shopping

Similar to other live shopping ecommerce platforms, Lemonade.TV's (abbreviated as LTV) growth relied on three core features:

  1. Chat

  2. Browse products

  3. Checkout

Although these three features on LTV were functional, they offered a poor user experience, appeared disconnected, and was visually outdated.

Instead of serving as the main catalyst for growth, these core features were perceived more as LTV's primary obstacle.

Setting objectives

Incorporating all three features seamlessly within the user experience was a critical priority of the redesign project. Assuming the role as sole designer, I developed my design scope around the following objective and goal.

Objective

Conduct a comprehensive audit of the app’s chat and shop workflows, along with assessing the overall visual experiences.

Goal

The aim is to develop a new intuitive design that allows users to effortlessly navigate shop, chat, and video player controls without any interruptions to their viewing experience.

Identifying the problems

By consolidating the user feedback gathered from both existing and prospective LTV shoppers and LTV live streamers, I uncovered pain points with the existing user journey and conducted infinity mapping to better organize the feedback received.

In-video navigation was difficult to use and learn.

Impact

Users found themselves spending more time searching for buttons and navigating between all the functions available, than they were enjoying the livestream and placing orders on their favorite products.

It was difficult for users to achieve their goals and the UX burdened them with cognitive load. Consequently, it became too challenging for shoppers to shop.

This defeated the initial goals of Lemonade.TV—creating a platform for consumers to easily engage with the seller and shop their products.

Design challenge

How can the redesign reduce user learning curve and provide clearer navigation?

Too many feature options are displayed on the screen.

Impact

Users were overwhelmed by the functions available on the screen. The various in-video chat options such as group chat, DM, and ‘Question to Seller’ shared the same real estate as the product list and checkout.

87% of mobile app users struggled to find the list of products offered, while 82% of users struggled with finding their cart after adding products to cart. This led to frustrations and high cart abandonment rates.

Design challenge

How can the redesign declutter the interface and improve feature discoverability?

Finding solutions

After several iterations, I developed a low-fidelity wireframe with the following objectives as my compass.

  • Provide clearer in-video navigation

  • Highlight only the important and most-used features to declutter the interface

  • Replace button icons with icons that are simpler and more universally recognizable

  • Improve the display of products for better visibility and add to cart flow

Make the world your lemonade stand!

Focus on what’s important

Effortlessly switch between full-screen or minimized video mode to concentrate on what content matters most to you.

“i like it, i got it”

Preview products, chat, and checkout—all without needing to leave the live stream.

Expand your community

Discover and follow the creators that enjoy the same content as you!

Connecting minds, one chat at a time

Participate in the chat room, send direct messages, or create group chats in-video to connect with friends and fellow viewers.