Case study · Live2.ai · Social commerce
Shoppable Social Wall
An AI-powered social commerce platform that transforms user-generated content into shoppable experiences, driving engagement and sales for brands.
- My role
- Lead UX Designer
- Duration
- Sep 2023 – Mar 2024
- Team
- 3 designers, 6 developers
- Platform
- Web & Mobile
Business impact
First six months after launch
Faster content collection
From 40+ hours to 6 hours per week
Rights approval rate
From 15% to 45% approval
Increase in conversions
Social commerce conversion boost
User satisfaction
Based on post-launch surveys
The problem
UGC drives trust, but using it is painful.
Brands increasingly rely on user-generated content to drive authenticity and conversions. But they face four key pain points:
Manual content discovery
Difficulty finding relevant UGC across multiple platforms.
Shoppable integration
Converting UGC into commerce-ready content requires heavy developer effort.
Complex rights management
Managing creator permissions at scale is time-consuming and inconsistent.
Developer dependency
Customising and embedding galleries requires heavy developer involvement.
Goals
What we set out to do
01
Streamline UGC collection
Automate content discovery and curation.
02
Simplify rights management
Streamline creator permissions and legal compliance.
03
Enable easy customisation
Flexible layouts for any brand aesthetic.
04
Boost conversion
Turn social content into revenue-driving experiences.
Discovery & research
Is UGC still worth it?
We validated the opportunity from both sides — brands and shoppers.
Brands
of marketers say video has increased traffic to their website
of marketers say video is an important part of their strategy
of businesses say video marketing increased brand awareness
Consumers
of consumers across generations say UGC influences buying choices
of shoppers' purchase decisions are influenced by UGC
trust peer reviews and user posts more than advertisements
This validated our hypothesis: authentic social proof is crucial for modern e-commerce success.
Competitive gaps
- Limited automation for content curation
- Lack of automated rights management
- Limited layout customisation options
- Poor integration with social platforms
- Poor mobile optimisation impacting engagement
What we heard in interviews
"It's hard to find usable customer content."
"We're scared of legal issues with reposting."
"I want to embed a shoppable Instagram gallery without a dev team."
"It takes too much time to moderate UGC manually."
Who it's for
Target users
Consumer brands with an online presence across fashion & apparel, beauty & personal care, health & wellness, home décor, luxury, consumer electronics, pet care and travel. Buyers range from CEOs and CMOs to heads of e-commerce and digital marketing managers.
Persona
Ananya · Brand Marketing Manager
5+ years managing social commerce for mid-size fashion brands.
Wants: higher social conversion, less manual curation, scalable UGC campaigns.
Struggles with: slow curation, limited technical knowledge, tracking creator permissions.
Persona
Arjun Mehta · Content Marketing Manager
3+ years in content marketing for beauty brands, focused on UGC and influencers.
Wants: seamless content-to-shopping integration, faster rights approval, faster launches.
Struggles with: content overload, slow rights negotiation, no central content hub.
User journey · Ananya
Mapping the five stages
| Discover | Curate | Request rights | Customise | Deploy & optimise | |
|---|---|---|---|---|---|
| Feels | Hopeful but cautious — is all content captured? | Overwhelmed by volume, empowered by good tools | Anxious, lacking control over approvals | Excited, but frustrated by limiting templates | Relieved, then nervous about performance |
| Pain points | Hard to tell tools apart or trust them | Manual review is tedious; no way to prioritise influencers | Requests vanish into a "black hole" | Clunky tagging, slow or misleading previews | Complex embeds; unclear sales impact |
| Opportunities | Real customer stories and interactive demos | AI + manual smart filtering | One-tap opt-in with clear value for creators | No-code drag-and-drop with accurate live preview | One-click deploy, pre-launch checks, integrations |
UX challenges
Making a 5-step workflow feel like one
Discover → curate → request rights → customise → deploy, for non-technical marketers working to fast campaign deadlines and API rate limits.
- How might we make rights requests feel personal yet scalable?
- What's the right balance between automation and user control?
- How do we handle edge cases without cluttering the interface?
The solution
One platform, four core capabilities
01
Social wall creation flow
Pick approved UGC, customise and preview layouts, tag products, and publish to Shopify in one click — no code.
02
AI-powered discovery
Auto-fetches content via hashtags and mentions, filters by engagement, and moderates for brand safety.
03
Flexible layouts
Grid, masonry and carousel layouts with drag-and-drop editing, live preview and mobile responsiveness.
04
Automated rights management
One-click requests with custom messaging, templates, automated follow-ups and compliance tracking.
See it live on brand sites
Learnings
What worked
- Progressive disclosure reduced cognitive load
- Automated workflows increased efficiency
- Visual customisation drove adoption
Challenges
- Platform API limitations
- Complex rights negotiation edge cases
- Balancing power vs. simplicity
Next
- AI-powered content optimisation
- Advanced analytics dashboard
- Multi-language creator outreach