UX Design Case
Hiive
Video Shopping & Deals app
about
hiive
project
Project details
Hiive ios App combines a social network, an online store and a platform for earning, where you can buy many types of products by viewing reviews, or make a video review of a product and earn money.
This proves to be useful for buyers, bloggers and brands who want to collaborate with Hiive.The system remains relevant and intuitive for people of different ages and levels of digital awareness. In this case study, I will describe the role I played in creating this application.
My Role
User Experience Designer
Tools Used
figma
adobe illustrator
midjourney
coggle
Design Thinking
Design
Process
1.
Empathize
At this stage, I conducted in-depth research on competitor products, created Personas and User Stories to determine how our users perceive competitors' products as part of their daily lives and everyday convenience of using the app.
2.
Define
After the first stage, I moved on to creating an Empathy Map and a Problem Statement. This helped to empathize with the user even more and determine what users need to achieve their goals.
3.
Ideate
The Crazy Eights exercise helped me prioritize the features and elements that our potential user would find useful. And then I created detailed wireframes.
4.
Visual design
At this stage, I handed over all the artifact and materials to the project manager. Colleagues from the outsourcing company maked mockups and moved to development.
5.
Launch
After testing and fixing bugs, the product was launched on the App Store. I was happy to stay in touch with the developers throughout the development journey.
The first stage was the connection with the Project Manager and understanding of the technical task. Next, I moved on to analyzing the competition and trying to identify a gap to exploit. I have analyzed their platforms and features as below.
Competitive
audit
TikTok
Algorithms of preference
Convenient viewing of video reviews
Intuitive interface
Laconic information
Understandable interaction with video
Video playback
YouTube
Interaction menu style
Intuitive interaction algorithms
Basic and additional information is structured
Amazon
Structured product characteristics
A functional system of discounts and bonuses
Global payment systems
Comfy
Attractive advertising integration
Quick order processing
Easy navigation between categories
persona:
helen
Helen is an incredibly talented photographer who finds harmony between family life and her creativity. Her days are filled with the light of family moments, and at night, she delves into working on her own projects.
She has a husband and a son who attends elementary school. In this family embrace, she discovers true joy in life and boundless gratitude for being able to share her love for photography with the world.
About
Age - 25
Education – Academy of Art University
Hometown - New York, USA
Family - husband, son
Profession – fashion and style
Goals
Looking for new fashion trends and products
Wants a quick and convenient way to purchase through a mobile app
Values the opinion of influential people in the field of fashion
Frustrations
Limited ability for quick purchase of fashion items she sees in video reviews.
She experiences inconvenience in choosing products due to limited time for watching video reviews, as she has a busy schedule and household duties.
After completing the stages of research and collecting artifacts, I moved on to the Crazy Eights exercise. It helped me a lot to find the best solutions for many screens. For example, I performed this exercise for product detail screens and discount calendar screens.
Crazy
Eights
wireframes
Conducting brainstorming, researching competitors and creating all the necessary artifacts helped me a lot to understand the structure and functionality of the application. Next, I moved on to creating highly detailed wireframes.
Home & Order
Login & Onboarding
Profile and product
discount calendar
Visual
design
At this stage, I documented all research results and artifacts and handed over the materials to the project manager. Colleagues from the outsourcing company made models and proceeded to development. I did not actively participate in the next stages of the project, but communicated with the project manager and observed the stages of product development and launch.
Analytics
and performance measurement
For Hiive, analytics would play a crucial role in understanding user engagement and refining the social experience. I would focus on:
User Retention & Churn Rate
Tracking how many users return after 7, 14, or 30 days to measure long-term engagement.
Feature Usage Analytics
Using Firebase Analytics or Amplitude to see which features (posting, commenting, following) users engage with the most.
Network Growth & Interaction Metrics
Measuring how connections form within the app, including average likes/comments per post and friend requests sent.
Content Performance Insights
Tracking which types of posts generate the most interaction and optimizing the recommendation algorithm accordingly.
Onboarding Funnel Analysis
Identifying where users drop off during sign-up and improving the onboarding flow through guided interactions or personalized recommendations.
product
launch
Colleagues from the development studio did a great job on the visual component and branding. The interface was built according to the basic principles of the HID and Accessibility Guidelines were applied.
This project has combined benefits for users with different requests and goals. The idea of combining the functionality of modern social networks and online shopping helped the company to cooperate with various brands from around the world. My role as a User Experience Designer was a powerful impetus for the development and launch of the Hiive productVideo Shopping & Deals".
Link to the website of the company in which I was able to implement this project: www.joinhiive.com.