UX Design Case

Hiive

Video Shopping & Deals app

hiive screens

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

freelancer image

Design

Process

Empathize Step

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.

Define step

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.

Ideate step

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.

Visual design

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.

Launch step

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

Instagram

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

Competitive table

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.

User Persona

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

Wareframe screen

Wareframe screen

Wareframe screen

Wareframe screen

Notebook wireframes

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

Wireframes

Login & Onboarding

Wireframes

Profile and product

Wireframes

discount calendar

Wiferfames

Wireframes

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.

coworking

first visual design hiive

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.

hiive launch

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.

Thank you for taking the time to review my Case Study!