Chat AI Assistant

Empowering sellers to adopt Shopee’s first AI-powered chatbot

My Role

Lead Product Designer

Skills

Product Design, Stakeholder Management, Prototyping, Animation, Rapid Iteration

Impact

Adopted by 340k+ Sellers;

GMV uplift by x%

Timeline

Mar - Dec 2024

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Problem

Problem

Buyers expect instant replies; Most sellers can’t keep up, and orders slip away.

Buyers expect instant replies; Most sellers can’t keep up, and orders slip away.

On average, a Shopee seller gets 60+ inquiries daily, which are too many to handle manually. This leads to order loss and hurts platform profits.

On average, a Shopee seller gets 60+ inquiries daily, which are too many to handle manually. This leads to order loss and hurts platform profits.

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Solution

Solution

Introduce Chat AI Assistant to automatically resolve buyers’ questions.

Introduce Chat AI Assistant to automatically resolve buyers’ questions.

Leveraging AI and internal data, we build an AI chatbot that auto replies to buyers while sellers are busy with their daily operation.

Leveraging AI and internal data, we build an AI chatbot that auto replies to buyers while sellers are busy with their daily operation.

Design Challenge

Design Challenge

How Might We Help Sellers Adopt AI with Confidence?

How Might We Help Sellers Adopt AI with Confidence?
How Might We Help Sellers Adopt AI with Confidence?

Design Objective #1

Design Objective #1

Showcase AI Value to

Sellers' Business.

Showcase AI Value to Sellers' Business.

Showcase AI Value to

Sellers' Business.

Demonstrate sellers how AI solves real their problems and improves their business results.

Demonstrate sellers how AI solves real their problems and improves their business results.

Demonstrate sellers how AI solves real their problems and improves their business results.

Design Objective #2

Design Objective #2

Balance Automation with

Human Control.

Balance Automation with

Human Control.

Balance Automation with

Human Control.

Give sellers the efficiency of automation while ensuring they maintain final say over important decisions.

Give sellers the efficiency of automation while ensuring they maintain final say over important decisions.

Give sellers the efficiency of automation while ensuring they maintain final say over important decisions.

Design Highlights

Design Highlights

Onboard AI Friendly and Carefully

Use a friendly image for AI to build initial trust, then showcase AI abilities and reassure sellers that they stay in control

Feel AI by Testing It

Since AI can be abstract to sellers, I introduced demo windows at key touch points - chatroom and seller center - so sellers could experience AI’s replies firsthand and gain confidence.

Monitor AI with Ease, and Step in When Needed

Designed distinct message bubbles UI for AI replies, making it easy for sellers to monitor. Clearly marked handoffs ensure they know when to take over.

Solution

Solution

Collect Feedback to Ease Seller Concerns and Improve AI

Collect Feedback to Ease Seller Concerns and Improve AI

When AI gives a poor response, allow sellers to provide feedback easily and reassure them that their input helps improve the system.

When AI gives a poor response, allow sellers to provide feedback easily and reassure them that their input helps improve the system.

Result

340K Sellers Adoption and Counting

Chat AI Assistant was launched by phase monthly to all Shopee’s eight markets.

Business Impact

40% Chat Order Automated, Driving GMV with Lower Seller Workload

With increased seller adoption, AI-powered chat has become a more effective order conversion channel.

Learnings

Expect Constraints & Stay Adaptive ⏳

AI projects come with trade-offs - whether in tech or time. For the MVP, I balanced quick wins with long-term plans, ensuring smooth iterations while planning for future growth.

Cross-Functional Alignment Drives 0-1 Success 🤝

A great 0-1 project isn’t just about design - it’s about aligning tech, data, and business. Regular syncs with engineers and data teams helped uncover constraints early, leading to more effective iterations.

Embracing New AI Design Patterns ⚡️

Keeping up with AI design trends unlocked new ways to visualise AI. Using gradients, animations, and a chat-based interface made it easier for users to understand AI in their workflow.

Next Project

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Return & Refund Revamp

Redesigning a clearer, smoother process for Shopee buyers

Alt Text

Return & Refund Revamp

Redesigning a clearer, smoother process for Shopee buyers

Alt Text

Return & Refund Revamp

Redesigning a clearer, smoother process for Shopee buyers

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