Platform | smartphone, tablet

Client | Zazum

Role in work | brand design, UI design

Awards

ad:tech startup spotlight finalist,

ad:tech innovation award finalist, shopper marketing category

“… for fans, SeeLoveBuy fulfills the long held promise of interactive TV, in which Buy it Now! meets As Seen on TV!”     —Sheila Shayon, Brandchannel

Case Study

SeeLoveBuy is a mobile app that enables instant shopping for TV and video content. From an end user's perspective, it is just like the "buy" button you always wanted on your remote control. As soon as shoppable products appear in a broadcast, the app identifies them by detecting proprietary audio barcodes that are inserted into the content post-production. It then instantly cues up the corresponding product information. The user can explore product images, read descriptions, and make purchases, all within a beautifully designed and easy-to-use mobile interface.

From an advertiser/retailer perspective, SeeLoveBuy offers a robust mobile commerce platform that turns routine product placement into a point of sale. From a content creator perspective, SeeLoveBuy has the potential to transform every wardrobe, prop, and set into a new source of revenue.

The Challenge

Zazum, a Silicon Valley-based startup, approached me with a great idea and a strong vision of what they wanted to achieve. My task was to build a team in New York that could turn their vision into reality. I brought together some of the most talented individuals I knew in software architecture, branding, advertising, and marketing. As a small, disciplined group working around the clock, we all wore multiple hats. I was the UX and brand designer and led the New York team.

The technology we leveraged utilized multiple mobile capabilities, creating a seamless cross-platform user experience that was bleeding-edge for its time. Moreover, it was an opportunity to build the SeeLoveBuy brand from the ground up. By project completion, we had touched on nearly every capability in our realm: brand-building, marketing, user experience design, iterative development, data-driven cloud-based architecture, content creation, team building and leadership, relationship-building with advertisers and partners, and leveraging our extensive network of creative and technical vendors.

In addition to the above, the second-screen automatic content recognition (ACR) space was heating up. To keep Zazum in the race, we had to not only build a great product, but do so quickly.

The Solution

The solution can be broken down into three main elements: the front-end user experience, the back-end data solution, and the corresponding real-world content and shoppable products, without which SeeLoveBuy would be just an empty room.

Since Zazum wanted to position SeeLoveBuy primarily as a fashion shopping brand, we designed and executed a refined product research and shopping experience with an elevated, luxurious look and feel. For the back-end, we provided a data-driven solution for scalability.

To demo their product to potential clients and partners, Zazum needed a proof of concept. This resulted in us creating two first-of-their-kind shoppable videos. This turned out to be a fantastic opportunity to see how all our theories worked in practice. We reached out to merchants on Etsy to source buyable products, integrated them into a video production, shot and integrated the products into the e-commerce app for a live online store, just in time for the ad:tech conference.

The Results

Only six weeks after going into production, SeeLoveBuy 1.0 was released on the App Store. In the following months, we added features, streamlined the user experience, and collaborated with Zazum's audio engineer to improve the app's audio barcode recognition capability.

Zazum was well-positioned to benefit from the surge in mobile commerce and growing interest in cross-platform experiences within the entertainment and marketing industries. On a more personal level, we could turn on the TV, launch the app, and purchase something we saw on the screen directly from our phones. It was like having the "buy" button we always wanted on our remote control.

Dinner at Hana's, a short video we produced to demo the app with shop-able product.

Milkmaid In Manhattan, a short video we produced to demo the app with shop-able product.

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Designs by Samson Vowles.