Timeline
6 weeks
Team
Elissa Martial, Peiyi Sun
Role
Contracted Product Designer & Consultant
UX Research, Product Strategy
Tools
Figma, FigJam, Social Polling
Challenge
Re-imagine the social marketplace experience, and expand from the mobile device to a more comprehensive “10ft experience”
As part of my master’s studies at USC Iovine & Young Academy, I worked on a project for Whatnot, addressing a key design challenge.
Our solution focused on driving retention and boosting sales by creating a more interactive, enjoyable TV shopping experience that replicated IRL shopping.
By promoting user engagement and enhancing seller success, we delivered a final design that was pitched directly to the head of product.
Jump to Solution
In-depth user interviews and polling revealed that users want to watch 'real content' that is easy to follow and can play in the background to ease their sense of loneliness.
5 in depth interviews
15 poll participants
2 feedback sessions
Questions asked about:
Why & when they watch TV
TV watching habits
How they interact with their TV
What is missing and/or what can be improved about their experience
Users seek to avoid feelings of loneliness; they play TV in the background for a sense of companionship
People want to watch something that is easy to follow and doesn’t require mental energy
Users seek companionship; they prefer real stories over fiction.
Users crave a streamlined, social TV-watching experience that seamlessly blends the joy of consuming content with the fun of hanging out with friends, replicating the shopping mall experience.
We merged the strongest aspects of our best ideas, focusing on those with the most potential to address user needs, while also considering business goals of acquiring a new audience and expanding product offerings.
Similar to Twitch’s concept of ‘raiding’ a livestream, the feedback loop in this flow incentivizes users to stay and keep watching. This is especially significant for increasing the number of viewers on other livestreams.
An online TV shopping experience that fosters a light social environment among friends, replicating the experience of shopping at a real-life mall in an online setting.
This design allows the user to easily access the Whatnot Universe directly from the Whatnot App.
Users will be able to join or start a party room directly from their phone. Providing an easy and seamless way to invite others to join.
Our research reveled a need for companionship and light social interaction. Entering the Whatnot Universe mimics the visceral experience of entering a brick and mortar store with friends while delivering a 'stay home and chill' vibe.
To enhance the social experience, viewers in a watch party can chat with each other via a private party chat. Integrated with the phone's keyboard and voice feature, viewers can easily engage or stay muted.
Keeping in mind that Whatnot sellers benefit from views and shoutouts from the seller community, we incorporated the Raid Next feature at the end of a live stream. Once the stream ends, the watch party can "raid" another stream.
