Project Background
Cambodia's rapid growth, fueled by its youthful demographic, presents a significant opportunity.
With a tech-savvy population using social media for sales, my client initiated a live-commerce product. As the designer for Cambodia's first local shopping app, I'm excited to contribute to its growth.
📆 Timeline
2023.11.15 - 2024.04.04 (In Development)
✍️ My Responsibility
Brand Strategy, Branding, Illustration, UXUI Design, IA and Lo-fi Prototyping
🙋 My Role
Brand/UX/UI Designer for a startup team from the UK
Sketch to Real
Process of mimi project
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mimi team approached me with rough ideas, seeking collaboration to address them, recognizing my expertise as a product designer. -
Before I jumped into work, I conducted research to gain a comprehensive understanding of why the Cambodian market has a potential, what opportunities were identified, and who the target customers were.
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I took an active role in leading client meetings to drive effective design solutions, establishing target user personas and defining brand value and identity to shape a design strategy.
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To establish a brand identity aligned with mimi's personality and brand strategy, we iterated through many drafts and feedback sessions to reach consensus.
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For one month, I collaborated with a UX designer to develop seller and user scenarios, feature lists, flow, and page structures, ensuring consideration of diverse perspectives.
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I maintained active communication remotely, delivering designs on a weekly sprint basis and modifying with feedback. We have proceeded by conducting lo-fi Figma prototyping to test with local users and iterate for improvement. -
After delivering the design incorporating all the feedback, there was a gap due to business issues for a few months. The contract with the development team started in the first week of May, and now we are in communication with the development team.
Our next action plan is to conduct user testings with current designs to improve product.
Research
Before I jumped into work, I conducted research to gain a comprehensive understanding of why the Cambodian market has a potential, what opportunities were identified, and who the target customers were.
1. Why Cambodia?
75% of the total population, around 12.67 million is under 40. While the startup ecosystem in Cambodia is still in its early stages compared to other countries in the region, there is growing investor interest and government support for entrepreneurship and innovation.
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‘Economic growth of 7% per year’, ‘the world’s fastest growing country’, and ‘the youngest population in ASEAN’ are key modifiers to describe Cambodia.
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Cambodia's e-commerce market is growing steadily due to increased internet and smartphone penetration, improved access to the latest technology, accelerated digitalization, and rising income levels.
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In Cambodia, the younger generation haㄴ gained more autonomy and authority through higher levels of education and increased income, and are playing a leading role in consumption and purchase decisions.
They are also very strong in digital and online. They are good at discovering new brands or cultures through various social media such as Facebook, Instagram, experiencing them first-hand, and then spreading them to their family and friends.
2. But there is no local E-commerce platform YET.
In Cambodia, the most common e-commerce apps is Lazada and Shopee.
3. Market in Social media
Local sales through Facebook and Instagram are common in Cambodia. The discovery that influencers utilize these platforms for product sales represents a promising opportunity.
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60% of Southeast asis netizens have shopped on live broadcasts
The live commerce market in Thailand, where penetration is high, will be about $2.2 billion in 2022, which is about six times the Japanese market. In Thailand and Vietnam, 60% of netizens have shopped on live broadcasts.
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Facebook is a prevalent social media platform in Cambodia, and it is used for various purposes, including fashion-related groups and pages where girls can buy and sell fashion items.
Instagram is a widely used platform for fashion inspiration and online shopping. Many Cambodian girls follow fashion influencers and brands on Instagram to discover new trends and products.
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They appreciate visually appealing aesthetics, personalized experiences, and content that feels authentic and relatable. Snapchat, BeReal, and Poparazzi are good examples of apps that encompass authenticity and instant posts when it comes to content creation.
Problem
Long Delivery Times & High Shipping Costs
High Commission & Multiple Marketing and Sales Channels
local customers face long delivery times and high shipping costs, leading to dissatisfaction. Local sellers struggle with high fees that reduce their profit margins. Additionally, because they use social media and Facebook Marketplace, sellers must manage sales, marketing, and shipping separately, which can be inefficient and challenging.
Opportunity
Influencer&Seller Network
mimi can develop a strategy to form business partnerships with their network of influencers and seller markets, enabling them to attract customers together.
mimi is
Live Commerce
& Lifestyle Platform
mimi is an E-commerce startup with a Live-streaming shopping platform in Cambodia.
Our mission is to pioneer the e-commerce market for tech-friendly young Cambodians, providing them with opportunities to discover products and engage with sellers and influencers based on their interests.
Shop, share and shine with mimi.
Shop, share and shine with mimi.
How do we approach?
We offer a cutting-edge and appealing platform that highlights community, simplicity, affordability, and one-click checkout for an enhanced online shopping experience.
With mimi, you can enjoy the future of shopping through simple UX, influencer partnerships, and live streaming while being part of our community.
Branding
BI signifies that we're all part of mimi.
It does this by blending and simplifying silhouettes of people, shops, live streaming, and the platform into a symbol and letter shape.
This brand identity ensures consistency across all UI elements, captivating customers to experience mimi's brand value and story.
Brand Guidelines
User Interface
Contents Centered
I implement a intuitive and simple UX process for users to focus only on shopping.
Consistency
I build components that align with design language and system in the context.
Interaction
Emphasizing communication between users and sellers is the key point.
Welcome to mimi
mimi has two versions of the app, one for users and one for sellers.
UX is optimized to match each user flow and behavior.
Let’s Explore!
The content is classified into three categories. By business strategy, I designed the structure and flow of each page to accommodate the varying components for each content type.
Be on Live
& Don’t Miss Out Anything
Exclusive promotions and limited-edition products are available only during live streaming.
The Best Items
from Our Trust
Through live broadcasting with sellers and reliable shopping experiences through seller shops and reviews, user can engage in communication and trustworthy shopping experiences.
No Hassle Anymore
One-click Purchase!
Customers can check out items instantly in their cart with pre-registered addresses and cards. The only thing customers need to consider is which product is the best for themselves.
Please Don't Keep Waiting Any Longer
By addressing logistical system challenges and enabling transparent tracking, our pioneering local shopping app ensures the safest and fastest shopping experience.
Connect
&Ask!
You can receive more benefits from the sellers you follow. Sellers can send promotional messages only to users who follow them, and if reported, mimi system will take immediate action.
Become a Seller, Grow Together
Multi-media contents
Logistics system
Product management
In Cambodia's social media market, influencers and individual sellers are forming partnerships ahead of the launch, aligning with the values of Mimi, optimized for safe logistics systems and live shopping experiences.
Just Focus on Your Sales
mimi assists with many tasks related to product sales, allowing sellers to focus on marketing, product quality, and customer management.
Get Ready to Sell
First, verify your account with an ID and company certificate before you are on public and list your products and set up your shop to be ready to meet customers.
Go on Live &
Make it Happned
To promote your products, communicate with customers, and grow your business.
mimi app handles everything else for the seller.
We Listen & Improve
1. Product upload
Before
Sellers could add a product only one at a time through the mobile app.
After
After discovering that our business partner sellers manage more than 100 products using Excel files on a desktop, we built a web tool that allows sellers to upload products at once via Excel file, aligning with their office environment.
2. Discount tag color
Before
Problem that users were not effectively recognizing discounts.
After
I maintained consistency in the tag format but changed to using a highlighted red color for discount tags, allowing users to recognize discount information effectively.
3. Add button
Before
The floating add button is used uniformly across live, video, and product pages, which leads users to not realize it's meant for uploading different types of content on each page.
After
To give a clear guide to user, I changed the icons and text for each content type, optimizing the button style.
