E-commerce messaging experience


Research & Investigate

After a busy week, I realized that it was my mom's birthday that week as well. Since I live far away, I would have to ship a present to her. With limited time, I quickly tried to find a reliable company that could ship a present to her in two days. This is where I found Operator.

Competitor Analysis

Competitor Analysis

What I found interesting about Operator was that it allowed users to request services from a wide range of services through a chat system. Essentially this eliminates the need for users to constantly search for products on sites or in person. Also, it starts a conversation through texting - majority of users that own smartphones are used to texting on their phones. According to Adweek, 49% of of mobile phone users in the U.S. will use mobile messaging apps by the end of 2016. The screens above show the flow users take to talk, select, and purchase an item. After researching additional inspiration, one thing seemed to be clear, requesting on-demand services will be integrated into applications we use everyday more frequently. 

Some of the pitfalls I found were

  1. Adapting to a new interface
  2. Lack of personal communication between AI system and human and wait time
  3. Offering different options that meet the request of the user
  4. Providing payment information initially before beginning experience
  5. Integration with other systems



Messenger has become a vital way of communication. While researching I developed two personas that helped me focus developing the needs for the experience.




One of the most vital parts of the experience is communication. The experience will focus on users:

Have a normal conversation between the AI + human, like human to humans do

We want to make sure it doesn't appear that you are talking to a robot. It desensitizes the conversation, where the user would not feel respected.

 Users should not have to adapt to a new interface

Instead create an experience for users that fit within their habits. The focus is to incorporate the new e-commerce shopping experience through their messenger application on their smart device.


Creating the experience

Below are initial ideas of how the experience would work. I focused on how AI + human interactions could create a normal conversation to the user while delivering on the request.

SMS-based experience

My goal was to create an experience that didn't require users to learn the ways of another interface on their phone. So I decided to focus on using an interface the smartphone users use on a daily basis - messenger. By starting on their messenger it eliminates the need for users to stop one task for another, there's something on the back-end of the experience doing the work for the user.

The image above explains the process users take to use SOS. The conversation will start by a text or voice message by tapping on the new keyboard, similar to the way Bitmoji works. The main parts of the conversation are - Request, Select, and Confirm.

Within the conversation, certain parts of the conversation switch from AI to human. Specifically, when start the initial request and feedback of the experience is controlled by a bot. Human interactions are focused within finding and select the product for the user. The goal is to create an experience that is natural as possible, especially since texting is the only communication we have with the user.


User Flow

Below is the ideal flow users will take when accessing SOS.


My sketches focus on the entire experience - downloading app, tutorial, requesting product, selecting product, and confirming product. For this experience, the main area that raised concern was the limited screen size I could work with within smartphone messaging systems since I'm require the user to add SOS as a another keyboard.



Initial ideas of how flow from changing keyboard to completing the survey to chatting will look like. Movement at this point isn't completed, I really wanted to focus on the flow of the conversation.

Using Adobe XD


Final Designs

From intial prototyping to the final designs, I realized the difficulty of switching keyboard. By adding an additional click to select the keyboard causes an unnecessary delay. So inspired by the Gboard from google, I decided to change the location of the keyboard to where the predictive word suggestion lies so allow users to quickly start their experience. I also have updated the logo look. It replicates the waiting for a text message to be seen 

App Tutorial