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ASOS Live shopping

Leading design for this 0-1 initiative, launching interactive live shopping on the ASOS app

I led design from discovery to delivery, partnering with product and engineering to define the vision and ship the experience.

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Overview/TL;DR

I led the end-to-end design of ASOS Live, a 0 to 1 feature bringing interactive live shopping to the ASOS app. I drove everything from discovery through stakeholder workshops, vendor selection, prototyping, user testing, branding, and iteration.

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Results

+6.2% add to bag rate

+41.5% conversion for viewers vs non viewers

+2 minutes average engagement time

 

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Context

ASOS is a well-established fashion app for ‘fashion loving twenty-somethings’, but it’s been falling behind Gen Z’s video-first way of finding inspiration and shopping.

 

Our audience was scrolling video. Our app was still showing photos.

Problem

What we knew​

Gen Z doesn’t wait around for inspiration - they chase it. In fact 56% of them seek out fresh style ideas every single week, and they’re finding it on social platforms where content is fast, playful, and endlessly scrollable. The ASOS app, by contrast, was serving up static photography with the odd GIF.

 

Inspiring, yes - but not enough to compete with the energy and immediacy of the feeds our audience lives in.

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Process

User research

 

Customer interviews revealed three clear themes:

  • Inspiration starts elsewhere. Pinterest, TikTok and Instagram are the go-to sources for style ideas.

  • Confidence is key. Shoppers look for validation from friends and influencers before buying.

  • Content drives commerce. Short, styling-focused videos build more trust and excitement than static images. Customers value video for movement, detail and authenticity. Live shopping works best when it feels human, helpful and unscripted - not salesy.

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The takeaway: Gen Z look to social platforms for inspiration, so for ASOS to stay relevant we needed to shift from static imagery to authentic, video-first experiences that build trust and excitement.

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Vendor Selection - After evaluating several options, our PM, Engineering Lead and I selected Bambuser for its strong capabilities, smooth integration potential and roadmap for future optimisation. Many major fashion brands were already using the platform, giving us the chance to test the experience first-hand. We signed a one-year contract, and engineering kicked off integration immediately.

Chose Bambuser for its proven fashion pedigree, seamless integration and future-ready optimisation.

Defining the when, what and where of ASOS Live.

Stakeholder alignment workshop - I ran a workshop to align stakeholders on key decisions for ASOS Live. Together we defined the intended show frequency, identified the best timings based on app traffic (8–10pm on iOS/Android UK), agreed the type of content and which team would manage it, and mapped all possible customer entry points to determine where the feature should live in the app.

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Jobs to be done

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This Jobs To Be Done board captured our customer research and helped us structure insights into clear needs, pain points and opportunities. By mapping functional, emotional and social jobs across the shopping journey, we could see where customers were seeking inspiration, where friction occurred and what behaviours shaped their decisions. The framework highlighted opportunities for ASOS Live to step in - from delivering authentic, styling-focused content to reducing uncertainty at the point of purchase - and became a shared reference point for design, product and engineering alignment.

The proposition

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Objectives

1

Increase brand relevancy

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2

Drive sales and conversion from content

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Branding was critical to signal ASOS’s first video experience and win customer confidence.

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With only three weeks until launch, I still hadn’t received branding input from the creative team. I urgently needed a logo and finalised look and feel for stakeholder sign-off. As ASOS’s first ever video proposition, the branding had to clearly signal what we were offering and give customers confidence to interact with the app in a completely new way.​

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User testing showed the branding failed to communicate what ASOS Live really was.

When the brand team finally shared their signed-off concept, it looked great but failed to stand out from other ASOS campaigns or explain what ASOS Live actually was. I needed to push back carefully, so the first step was user testing. The results gave me evidence to take back: customers were unclear on the proposition, with some assuming it was a new homeware range and others thinking it was simply another sale.

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Pushing back with evidence

To challenge the brand team’s signed-off concept, I mocked it up in situ to show how the logo not only failed to explain what ASOS Live was, but also made the navigation tab bar appear to bleed into the artwork. I also created my own alternative concept still using their font style choice, including a motion logo inspired by a live recording transmission dot, to demonstrate what was needed. Armed with these mockups and user testing insights, I brought the brand team into a collaborative session to align on the right solution for this critical product launch.

Brand design

My design

A week of solid workshopping with brand creative

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Working closely with Angela from the brand creative team, we set out to define how “Live” should be represented to our customers. The question was simple: what visual cues does Gen Z already associate with live content? Social media was the obvious place to look.

We developed two concepts - one inspired by the Instagram Live badge, and another based on the pulsing transmission dot I had explored in my earlier proposal. Usertesting both options gave us clear insights and the confidence to move forward. The transmission dot resonated most with customers, and we presented it to the management committee for sign-off.

The first one looks like a story. It feels like there’s a story there, but I feel like the other one is more like it’s happening RIGHT NOW. Like it’s live.
The red dot is what I more closely associate with being live.
Something about the blinking motion of the red dot makes me feel like this video is currently live, like it’s being live streamed right now

Final design

Pre live show

Live show

CRM

Successes

  • High engagement: Across the first 4 episodes, ASOS Live was watched for over 1,000 hours in total.

  • Strong reach: The shows drove more than 145,000 impressions.

  • Direct impact on shopping: Over 25,000 product clicks were generated.

  • Above-benchmark engagement rate: Averaged 33.9%, significantly higher than the 21.9% benchmark.

 

These results proved that ASOS Live was not just a brand moment but a real driver of engagement and shopping activity.

Insights

  • Video viewers convert at higher rates: Customers who watched a live show converted at 2.76%, compared to 1.95% for non-watchers.

  • Increased interaction and dwell time: Viewers spent longer in the app and engaged with more products.

  • Behaviour shift: Live shopping encouraged browsing behaviours closer to social platforms, blending inspiration and commerce.

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In short, video-first experiences didn’t just entertain customers - they influenced shopping behaviour and purchase intent.

Learnings

  • Content needs to scale: High-quality studio shoots worked well, but to reach more customers, ASOS needed to expand content creation through additional formats and sources.

  • Clarity matters: Ensuring customers instantly understood the purpose of live shopping was critical for adoption.

  • Authenticity drives success: Sales-focused shows risked turning users off - unscripted, styling-led content performed better.

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