QVC
Bringing more video features and social engagement into the app
Role
User Research / UX Design / UI Design
Platform
iOS
Intro
QVC is a multinational television network and online shopping platform specialising in home shopping, offering a wide range of products through live broadcasts and digital channels. They wanted an experience designed where they could target customers with personalised content and have them also create user generated content to increase social engagement around products.
The problem
To seamlessly integrate livestream videos and video posts, allowing users to effortlessly access concise, relevant content and make well-informed purchasing decisions on showcased products.
Screen flows
The business requested for the new video experience to be added under the ‘watch’ tab. The watch tab currently accounts for 11% of the in app sales, so understandably they didn’t want to just remove the watch area to begin with.
I started to look at screen flows to see how a user can interact with their new type of video content, with the goal of boosting product sales, whilst having something to show back to the stakeholders to help them understand the idea.
Watch video content
I refined the watch screen design to enhance engagement and highlight the broader video experience. I explored updating the navigation by separating watch, livestream, and on-demand content, though this will be implemented in the future due to dependencies on another team.
I added a notify feature for livestreams and ensured all videos have closed captioning for accessibility.
Usability tests
Participants
8 females aged 51-70
4 avid QVC customers
3 occasional QVC customers
1 new QVC customer
Preference test
I collaborated with a UX researcher on a preference test for the 'watch' experience, comparing a video post feed with a direct scrollable video feed. Out of 524 QVC customers, 64% preferred the post feed, 20% favoured the scrollable feed, and 16% were neutral. Based on this feedback, we chose the video post feed approach.
Customer insights
The customer insights team got some really useful feedback from respondents. This helped to solidify the feedback we got from the usability and preference tests.
Most respondents reported being familiar with and using Facebook, YouTube, Instagram, and Pinterest. 21% of respondents reported bring very/extremely familiar with TikTok and 17% reported using it.
Profiles workshop
I conducted a workshop on profiles with stakeholders, PMs, developers, and the researcher to define requirements for host and user profiles and prioritise features. This provided a clear vision for design iterations and helped developers plan phased feature releases.
Wireframes for profiles
Based on the profiles workshop outcomes, I designed wireframes for host and user profiles. Beyond standard features like follow, share and edit, I focused on making this product led - showing content with tagged products, highlighting hosts top product selections and enabling users to favourite products and save videos for informed purchases.
Host profile
To help users stay connected with their favourite hosts, the host profile became essential. It allows users to follow hosts, see when they go live, and access past videos and livestreams. It also showcases the host’s favourite or recommended products, keeping followers engaged and informed.
