Lotte Homeshopping APP Modernization

Overview

E-Commerce App Modernization Project (+Concierge Chatbot)

As mobile shopping surpassed TV home shopping, the need to modernize mobile apps grew. With over 70% of customer inquiries about product information, returns, and exchanges, the contact center faced significant pressure.

This project aimed to create new opportunities by launching an app to address these challenges and enhance the customer experience.

Company

Role

  • Product Module Product Designer

  • Chatbot Project Product Owner&Designer

Deliverables

  • Product Policy

  • UX Design

  • Conversation Design

Project Date

  • DEC 2017 - Mar 2019
    15 Month Project (With 3 Sprints)

Context & Background

Mobile purchases account for 53% of total sales, indicating a shift to mobile, while 70% of phone inquiries are simple inquiries

Hyphothesis : HMW Approach

“How Might We help users make quick decisions when purchasing products, resolve their questions, and drive them towards conversion?”

User monitoring and data revealed that while users often watch shopping broadcasts on the app before moving to the product page to purchase, many drop off during this process. We also found that over 60% of users who inquire and receive responses convert to a purchase.

User Research

Stakeholders Interviews

  • LIve Broadcast PD, MD and Show-host

  • Customer Contact Center Agent Staff

  • Big Data team staff

User Monitoring & Google Analytics data analysis

  • Monitor user’s app purchase experience(Touch Tracking)

  • Google Analytics user flow analysis(Bounce back rate)

  • Contact centre Voice of Customer data analysis

Outcomes

Lotte Homeshopping 2.0

We enhanced the customer's live broadcast experience and provided a seamless purchase and Q&A experience.

New Product Detail Page & Live Commerce Product-Detail Page

we reorganized price and benefit information on the product page for a single, clear view.

For live broadcast products, we added broadcast reminders and a live chat feature, allowing real-time responses from the producer and merchandise director.

These changes led to an 80%+ increase in conversion rates.

Concierge Shopping Chatbot

We added a floating Chatbot button on all pages. When clicked, it opens a chatbot that acts as a personal assistant, allowing users to instantly access the information they need without waiting.

As a result, we reduced 45% of the simple inquiries received daily, cutting response costs by 35%.

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