Transforming Indonesia's leading e-commerce platform with video-first shopping experiences that drive engagement, build trust, and accelerate purchase decisions across the entire customer journey.

UI/UX Design

PT. Global Digital Niaga (Blibli.com)

Jakarta, Indonesia

2025

Blibli is one of Indonesia's leading e-commerce platforms, serving millions of customers with a comprehensive marketplace experience. As consumer behavior shifted dramatically towards visual and interactive content, traditional product images and text descriptions were no longer sufficient to capture attention or drive conversions. Industry leaders had already demonstrated video's power in enhancing customer experience—from short-form discovery content to live commerce and user-generated reviews. To maintain competitive positioning and meet evolving customer expectations, Blibli needed to integrate video throughout their entire shopping funnel.

The rise of short-form content and social commerce platforms fundamentally changed how Indonesian consumers discover and evaluate products online. Video content proves more engaging than static imagery, retaining user attention and reducing bounce rates during discovery phases. Customer testimonials and product demonstrations build trust during consideration, while interactive video features create urgency that accelerates purchase decisions. Post-purchase, video reviews enhance satisfaction and inform future buyers. Despite these proven benefits across the customer journey—from engagement and discovery through trust-building, conversion acceleration, and post-purchase satisfaction—Blibli's platform relied primarily on traditional static content.

Designing a comprehensive video integration strategy that felt native to Blibli's existing experience while introducing new entry points, content formats, and interaction patterns seems like a no-brainer move. The solution needed to serve multiple use cases—marketing campaigns, product demonstrations, user-generated content, and live commerce—without overwhelming users or diluting the core shopping experience. With competitors already establishing video-first experiences, the opportunity window demanded a thoughtful yet swift execution.

We designed the complete UI/UX architecture for Blibli's video commerce ecosystem, creating user journeys that integrate video at every touchpoint—from discovery feeds to product pages to checkout. Through extensive competitive benchmarking of Shopee, TikTok, and Tokopedia's video implementations, we identified friction points and opportunities to innovate beyond industry standards. We choreographed micro-interactions and transitions that create a continuous, immersive experience where video content flows naturally into shopping actions without jarring context switches. By introducing strategic video entry points throughout the platform and designing for impulse-driven behaviors, we transformed how users discover products, evaluate quality, and make purchase decisions.

The result? A 4% increase in time spent, 12% increase in video content CTR, and 1-2% conversion rate improvement—demonstrating that thoughtfully designed video experiences don't just engage users, they drive measurable business outcomes.