Stretch design

Giloo is a Taiwanese streaming platform that offers the latest and most important documentaries and independent films. The name "Giloo" comes from the Taiwanese Hokkien pronunciation of "紀錄(jì lù)," which means "record."
Giloo faces a unique challenge compared to other streaming platforms: how to help viewers quickly engage with the content. Documentaries differ from genre films in terms of their timeliness and traceability, which makes this product a design challenge.

The Problem, Goal and Challenge

問題

In the analysis of the first version of the website and the feedback from customer service, we have identified the following factors causing problems:

The product information page lacks a visual hierarchy that makes it inconvenient for users to scan the content, and does not provide users with product content that they are genuinely interested in, increasing the difficulty for them to make purchases
The shopping process is not convenient for cross-border e-commerce purchasers; for example, in terms of shipping fees, for cross-border e-commerce consumers, shipping fees are one of the important factors affecting their purchases, and not clearly explaining the shipping fees can easily make users feel uneasy
There are doubts about the material of the product itself, stemming from established impressions of paper materials

目標

Build consumer trust and good customer service, especially for high-priced cross-border e-commerce
Eliminate consumer doubts about product usability through clear product content and product stories
Optimize order conversion rates through clear navigation and smooth checkout process

解決方式

The factor that makes the material of furniture a problem is that consumers are not clear about its advantages; therefore, providing the corresponding advantages and maintenance methods of the material directly, and more relevant information to prove that a flexible chair can be as practical as a regular wooden sofa.
'Trust' is an important factor in e-commerce. We build trust by enhancing customer service functions and increasing transparency in the transaction process and return policy.
Based on our customer data, many customers are not native English speakers, so presenting product content in common images would be a suitable solution.

The Process

Work structure, process

The UCD process:

Understanding User's Primary: Customer service, Secondary Reviewing consumer decision process model, for example : The cross-broder ecomerce model, Competitive Analysis Lexury product marketing and user mental model

User Behaviour flow (GA)
Working backwords: Finding most important product feature, after buying
Card sorting: 資訊層級的重整
Customer Journey: Before buying, during buying, after buying
Sitemap
Wireframe
Interaction & UI system 制定

Take aways

The checkout page of the first version of the website divides the payment information form and the product summary into upper and lower parts, which causes users to need to scroll down to see when browsing on a computer, and also does not display shipping cost information, which may confuse consumers in their experience.