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Designing the Livestream Feature
for the Con Cung App
Creating a seamless livestream shopping experience
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UX DESIGN CASE STUDY

My Role​

  • UX Researcher

  • Conducted Competitive Analysis

  • Created Wireframes

  • Collected & Refined Feedback

Tool Used
Figma, Adobe Photoshop & Illustrator

Project Overview

About Con Cung

 

Con Cung is Vietnam’s largest retailer of mother and baby products, with over 700 stores across the country. To expand its digital presence, the Con Cung App offers a variety of products, including baby formula, diapers, and maternity essentials, through a seamless online shopping experience.

Project Context

This was an exciting first-time experience for me where I had the opportunity to design the entire livestream feature from scratch for the Con Cung App.

The livestreams were simultaneously broadcasted on Facebook and the Con Cung App, with Facebook acting as a secondary channel to drive traffic and attract new users to download and engage with the app.

The primary audience for this feature was Generation Z mothers, who are tech-savvy and prefer vibrant visuals, interactive shopping experiences, and real-time promotions. These users value:

  • Bright and Engaging Visuals: Eye-catching designs that draw attention.

  • Interactive Features: Live comments, Q&A, and seamless purchase options.

  • Exclusive Deals and Flash Sales: Real-time promotions that create urgency and drive immediate purchases.

Goal

  • Engage users through a seamless livestream experience within the Con Cung App.

  • Use Facebook to capture additional traffic and encourage new users to explore and purchase through the app.

  • Create a visually appealing and intuitive interface to maximize engagement and purchases.

Discover

Since this was a new feature, I needed to research and learn about best practices in livestream shopping and identify what makes livestream features successful in e-commerce platforms.

Competitive Scan

Shopee Live

  • Strengths:

    • Real-time interaction through live chat and product promotions.

    • Gamification (coins and rewards) encourages participation.

  • Weaknesses:

    • Cluttered UI that can overwhelm first-time users.

 

Lazada's LazLive

  • Strengths:

    • Push notifications and reminders for livestreams.

    • Clear segmentation between ongoing, upcoming, and recorded livestreams.

  • Weaknesses:

    • Promotional overload can be distracting.

 

TikTok Live Shopping

  • Strengths:

    • Seamless transition from content to purchase, allowing users to engage with content and make purchases without leaving the app.

    • High user engagement with features like live comments and product pop-ups.

    • Strong use of FOMO (Fear of Missing Out) to drive impulse buying through flash sales and limited-time offers.

  • Weaknesses:

    • Content-first approach sometimes overshadows product information, making it difficult for users to evaluate product details.

Initial Challenges for Con Cung

Because Con Cung was introducing live streams for the first time, I had to:

  • Define the visual identity for the livestream feature.

  • Design a clean and engaging UI that allows seamless transitions between live content and purchasing.

  • Ensure that users from Facebook Live could easily transition to the app for a better shopping experience.

Design

My goal was to create a user-friendly and visually appealing livestream interface that:

  • Engages users both within the app and on website.

  • Encourages new users from Facebook to download the app and engage further.

  • Provides seamless purchasing options during livestreams.

What I Did

Livestream UI Design:
I designed an intuitive interface that highlights ongoing, upcoming, and past livestreams. The UI made it easy for users to interact, view product details, and complete purchases smoothly.

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Reflection- Connecting Design with UX Growth  

Designing the livestream feature for the Con Cung App was a turning point in my design career. While I had a strong foundation in UI and visual design, this project made me realize the importance of UX principles—such as user flows, information architecture, and interaction design—in creating seamless multi-platform experiences.

This realization inspired me to move to Canada to study UX Design so I could gain deeper expertise in user research, prototyping, and usability testing. I’m now committed to becoming a well-rounded designer who not only creates visually engaging designs but also delivers solutions that enhance the overall user experience.

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