Live Stream
Case Study


The next step in our product roadmap at Wootag was to extend our interactive video capabilities to shoppable live streams. As the Lead Product Designer I was responsible for creating a design concept and delivering a high-fidelity prototype to demonstrate our vision and initial key features to stakeholders and brands.


The prototype was signed off by stakeholders and we began the development of our first iteration.

01 —
Strategy & Approach

We began the project with few sessions to define our business goals, value proposition and initial vision. Our aim was to create a engaging and interactive live stream solution hosted by popular influencers and celebrities where viewers could make real-time purchases and enjoy exclusive discounts in a fun and casual atmosphere.

02 —

Insights & Competitor Analysis

To gain a better understanding of the origin on live shopping and current market trends I conducted research on competing products and evaluated their strengths and weaknesses through a competitor analysis. This helped us identify opportunities for differentiation and improvement in our own product.

origin & market insights

Livestream shopping first originated in China and now has over 524M+ live streamers and generated an estimated $170Bn in 2020 while the west is now playing catchup with Amazon, Google, Instagram and Youtube testing their own version of “shoppertainment”.

The industry is expected to balloon to US$50 billion from US$36 billion in annual US sales by 2023 according to research firm eMarketer.


Due to a signed NDA I’m not able to disclose the full research results.

03 —

User Persona Creation

I developed detailed profiles of the target users including demographics, behaviors, goals, and pain points to guide the design process. This included creating user personas for both streamers and viewers, providing a deep understanding of their needs and motivations.

04 —

MVP Feature Design

To ensure we were meeting user (such as viewers & streamers) needs and project goals, we identified and prioritized the minimum viable product features that would be necessary for launch.

05 —

Sketching & User-flow

I began the design process by sketching out different key screens, layouts and mapping out user-flows. These helped us visualize different concepts and iterate quickly.

06 —

Wireframes & low-Fidelity Prototype

I made wireframes and low-fidelity prototypes to test out different user flows and key features, laying a solid foundation for the high-fidelity prototype.

07 —


To create a visually appealing and cohesive experience, I developed an initial design system that included typography, colors, icons, and various UI elements that aligned with our vision. I also incorporated motion design for different transitions and micro interactions to enhance the overall user experience and engagement.

08 —
High-Fidelity Prototype

Once we had the polished UI components and screens I created a high-fidelity prototype to simulate the final product experience as closely as possible. After a few iterations we were ready to demonstrate our vision to our stakeholders.

09 —

After developing the high-fidelity prototype, we presented the concept to our key stakeholders. We walked them through the various features, emphasizing how the design and user experience work seamlessly together to create an engaging and effective shopping experience.

Our stakeholders were impressed with our vision and the prototype, and after some discussion and feedback, they signed off on the product.

With the sign off complete, we were ready to begin the next phase of bringing the shoppable live stream to life.


Lead Product Designer


Adobe XD, Protopie, Miro, Procreate





Wootag — Marketing platform for interactive videos, ads, and creative automation with clients including DBS Bank, Grab, Nestle, Unilever, McDonalds, BMW, Volkswagen, Land Rover, Intel, LG, Huawei, Adidas, Armani, and Calvin Klein


Videos & Ads

Reaching 850 million viewers for

top-tier clients