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Client
Microsoft Bing Shopping
Role
Lead Product Designer
Timeline
2024
Platform
Desktop / Mobile / Web
Designing live and short-form video commerce across Bing, MSN, and Microsoft Start
Strategic Hypothesis
Asian markets have strong adoption of live shopping and short-form video commerce. Leadership believed similar models could enhance Bing's shopping experience by providing richer qualitative product education, increasing engagement and session duration, introducing trusted creator-driven reviews instead of purely corporate messaging, and expanding the shopping funnel beyond static product listings.
This was positioned as a moonshot exploration with international pilots in the U.S., Japan, and India.
Partner Integrations & International Expansion
We collaborated with TalkShopLive for U.S. live commerce via an embedded third-party player, QVC Japan for the Japan pilot, and InMobi via Roposo for an India short-form pilot.
Each partner delivered different video formats, metadata structures, and localization requirements. We explored mapping YouTube product review content to Bing Product IDs and normalizing video-to-product relationships across platforms.
TalkShopLive required embedding their existing video player, limiting our control to surrounding UI and entry points. For InMobi, we had full control and designed a more integrated video player experience.
TalkShopLive in MSN Watch
Embedded TalkShopLive within the MSN Watch experience, designing the surrounding UI, entry points, and product context to integrate the third-party player into a Microsoft surface.
Designing for Multi-SKU Video Commerce
A core challenge was that many videos featured multiple products.
We initially explored a glass-effect overlay product panel layered on top of the video. While immersive, this approach introduced cognitive load and visual competition — especially when combined with chat and live indicators.
Docked Product Panel
We ultimately transitioned to a docked product panel positioned beside the video. This reduced obstruction of video content, improved SKU scannability, created stronger visual hierarchy, and lowered interaction friction compared to dismissible overlays.
Mobile Hierarchy
On mobile, hierarchy was simplified to preserve clarity and avoid stacking competing interactive elements. The product panel collapses into a focused commerce strip below the video, keeping the creator's content primary while keeping product context one tap away.
Live Commerce & Engagement
To differentiate live streams from recorded content, I designed a pulsing red live badge aligned with established live-stream conventions. The motion was subtle but intentional, reinforcing urgency while minimizing distraction.
We also integrated live chat functionality within the video player to support creator-viewer interaction and strengthen authenticity. An "Upcoming Shows" rail surfaced scheduled events to encourage repeat visits and deeper engagement.
Roposo — India Pilot
For the InMobi / Roposo India short-form pilot we had full control over the player and designed an integrated video commerce experience tuned for short-form discovery.
Native Player Exploration
Recognizing the risks of third-party dependency and contract-based timelines (1–2 year agreements), we began designing a first-party native video player to gain full control over interaction design and product integration.
While foundational design work was completed, the native player did not launch before contracts expired. Shortly after, a leadership transition resulted in a strategic pivot and the retirement of the initiative.
Designing through ambiguity, integrating multiple third-party systems, and navigating shifting executive priorities taught me how to balance entertainment and commerce in a dense interface — and how to design for platform dependencies you don't fully control.
ReflectionImpact & Learnings
Although the project was ultimately discontinued, it established cross-market experimentation in the U.S., Japan, and India, a scalable video component system across shopping surfaces, and a framework for mapping video content to structured product data.
It also produced design approaches for balancing entertainment and commerce in a dense interface, and lessons in platform dependency, contract risk, and executive-driven innovation cycles. The work required designing through ambiguity, integrating multiple third-party systems, navigating shifting executive priorities, and balancing engagement with usability in a highly complex UI environment.
My projects
Microsoft
Shopping ecosystem across Bing, Copilot, Windows, Outlook
Leysi
Brand identity and iOS app for campus deals
ThreePillars
Recruiting site redesign and brand refresh
Piton
Product design and mobile interface work
Outsource
Commerce and editorial design across surfaces
Giga
Cross-platform product design and experiments
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