Loco
Loco
Home of Vietnamese hand-crafted products
Home of Vietnamese hand-crafted products
Industry
Industry
E-commerce
E-commerce
What I did
What I did
User research, UI/UX Design
User research, UI/UX Design
Timeline
Timeline
Jan 2021 - Jan 2023
Jan 2021 - Jan 2023
Team
Team
1 Product Designers & 3 Engineer
1 Product Designers & 3 Engineer
Background
Background
The pandemic forced many small Vietnamese sellers to move online. Most relied on Facebook to promote their products but struggling to scale or reach new customers outside of their network.
The pandemic forced many small Vietnamese sellers to move online. Most relied on Facebook to promote their products but struggling to scale or reach new customers outside of their network.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Shoppers searching for handcrafted products found the process scattered and frustrating, jumping between social media pages and websites.
Shoppers searching for handcrafted products found the process scattered and frustrating, jumping between social media pages and websites.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Major e-commerce platforms focused on mass-produced goods, leaving a gap for a curated, local, and story-driven marketplace.
Major e-commerce platforms focused on mass-produced goods, leaving a gap for a curated, local, and story-driven marketplace.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Problem Statement
Small sellers in Vietnam lack the tools to grow beyond personal networks, while shoppers searching for unique, handcrafted products face a fragmented and frustrating discovery process. Existing e-commerce platforms prioritize mass-produced goods, leaving a gap for a marketplace that connects local makers with shoppers through curated discovery, trust-building, and direct communication.
Small sellers in Vietnam lack the tools to grow beyond personal networks, while shoppers searching for unique, handcrafted products face a fragmented and frustrating discovery process. Existing e-commerce platforms prioritize mass-produced goods, leaving a gap for a marketplace that connects local makers with shoppers through curated discovery, trust-building, and direct communication.
Target Users
Target Users
Shoppers
Shoppers who value unique, handcrafted, and customizable products, and want an easier way to discover and support local makers.
Shoppers
Shoppers who value unique, handcrafted, and customizable products, and want an easier way to discover and support local makers.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Sellers
Small sellers and artisans looking for a simple, affordable platform to showcase their products, tell their story, and reach new customers beyond their personal network.
Sellers
Small sellers and artisans looking for a simple, affordable platform to showcase their products, tell their story, and reach new customers beyond their personal network.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Design Challenges
Design Challenges
Defining Unique Selling Point
Differentiate Loco from mass-market platforms by focusing on curation, maker stories, and personal connection.
Defining Unique Selling Point
Differentiate Loco from mass-market platforms by focusing on curation, maker stories, and personal connection.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Onboarding Sellers
Create simple, low-friction seller onboarding that feels easy even for non-technical users.
Onboarding Sellers
Create simple, low-friction seller onboarding that feels easy even for non-technical users.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Building Trust With Shoppers Without Big Brand Recognition
Help shoppers feel confident buying from small, lesser-known sellers.
Building Trust With Shoppers Without Big Brand Recognition
Help shoppers feel confident buying from small, lesser-known sellers.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
My Approach
My Approach
My Approach
Market Research
Market Research
Market Research
I began by exploring platforms like Shopee, Lazada, Tiki, and Facebook to see how people currently buy and sell online.
This helped me understand where the experience falls short and shape how Loco could do things differently.
I began by exploring platforms like Shopee, Lazada, Tiki, and Facebook to see how people currently buy and sell online.
This helped me understand where the experience falls short and shape how Loco could do things differently.
On Shoppee, Tiki, Lazada
Busy UI designed for fast, low-cost shopping, not for 1-of-a-kind products
Busy UI designed for fast, low-cost shopping, not for 1-of-a-kind products
Busy UI designed for fast, low-cost shopping, not for 1-of-a-kind products
Search favors big brands & ads, no filters for handmade or local.
Search favors big brands & ads, no filters for handmade or local.
Search favors big brands & ads, no filters for handmade or local.
Most listing image looks the same, feels commercial, not personal.
Most listing image looks the same, feels commercial, not personal.
Most listing image looks the same, feels commercial, not personal.
On Facebook
Seller struggle to create different product categories, making it hard to find.
Seller struggle to create different product categories, making it hard to find.
Seller struggle to create different product categories, making it hard to find.
Seller cannot send direct message to shopper first so they have to ask shopper to send the message first.
Seller cannot send direct message to shopper first so they have to ask shopper to send the message first.
Seller cannot send direct message to shopper first so they have to ask shopper to send the message first.
Shoppers frequently have to comment on posts just to remind seller to check their inbox.
Shoppers frequently have to comment on posts just to remind seller to check their inbox.
Shoppers frequently have to comment on posts just to remind seller to check their inbox.
User Interview
User Interview
User Interview
I interviewed 5 sellers and 5 shoppers to better understand their real experiences.
These conversations helped me design features that truly work for both sides of the marketplace.
I interviewed 5 sellers and 5 shoppers to better understand their real experiences.
These conversations helped me design features that truly work for both sides of the marketplace.
Shoppers
"I want to find something special to gift my mom, but all I see are mass-produced items."
"I want to find something special to gift my mom, but all I see are mass-produced items."
"I want to find something special to gift my mom, but all I see are mass-produced items."
Difficult to discover handmade items: Search results favor big brands and paid ads, not unique or local products.
Difficult to discover handmade items: Search results favor big brands and paid ads, not unique or local products.
Difficult to discover handmade items: Search results favor big brands and paid ads, not unique or local products.
No filters for handmade/custom: It’s hard to narrow down searches to find personal or meaningful items.
No filters for handmade/custom: It’s hard to narrow down searches to find personal or meaningful items.
No filters for handmade/custom: It’s hard to narrow down searches to find personal or meaningful items.
Lack of seller info: Shoppers can’t learn much about who made the product or how it was made.
Lack of seller info: Shoppers can’t learn much about who made the product or the story how it was made.
Lack of seller info: Shoppers can’t learn much about who made the product or how it was made.
Trust issues: With limited seller details, it’s hard to feel confident buying from unknown sellers.
Trust issues: With limited seller details, it’s hard to feel confident buying from unknown sellers.
Trust issues: With limited seller details, it’s hard to feel confident buying from unknown sellers.
Disjointed experience on Facebook: Finding products involves scrolling, commenting, and messaging with no clear purchase flow.
Disjointed experience on Facebook: Finding products involves scrolling, commenting, and messaging with no clear purchase flow.
Disjointed experience on Facebook: Finding products involves scrolling, commenting, and messaging with no clear purchase flow.
No easy customization process: Shoppers must explain everything over chat, often with no clear timeline or order confirmation.
No easy customization process: Shoppers must explain everything over chat, often with no clear timeline or order confirmation.
No easy customization process: Shoppers must explain everything over chat, often with no clear timeline or order confirmation.
Sellers
"I post every day on Facebook, but it’s hard to reach new customers without paying ads."
"I post every day on Facebook, but it’s hard to reach new customers without ads."
"I post every day on Facebook, but it’s hard to reach new customers without paying ads."
Hard to stand out: Platforms are crowded with mass-produced goods, difficult for handmade items to get noticed.
Hard to stand out: Platforms are crowded with mass-produced goods, hard for handmade items to get noticed.
Hard to stand out: Platforms are crowded with mass-produced goods, difficult for handmade items to get noticed.
Limited storytelling: There’s no space to share their story or process, which is important for building trust.
Limited storytelling: There’s no space to share their story or process, which is important for building trust.
Limited storytelling: There’s no space to share their story or process, which is important for building trust.
High competition on price: Sellers feel pressured to lower prices to compete with factory-made items.
High competition on price: Sellers feel pressured to lower prices to compete with factory-made items.
High competition on price: Sellers feel pressured to lower prices to compete with factory-made items.
Lack of customization tools: No easy way to offer personalized or made-to-order options.
Lack customization: No easy way to offer personalized or made-to-order options.
Lack of customization tools: No easy way to offer personalized or made-to-order options.
Limited reach on Facebook: Without paying for ads, sellers rely on personal networks and must post constantly to stay visible.
Limited reach on Facebook: Without paying for ads, sellers rely on personal networks and must post constantly to stay visible.
Limited reach on Facebook: Without paying for ads, sellers rely on personal networks and must post constantly to stay visible.
Poor messaging experience: Hard to manage orders and customer questions across multiple inboxes or comment sections.
Poor messaging experience:
Hard to manage different orders and customer questions across multiple inboxes or comment sections.
Poor messaging experience: Hard to manage orders and customer questions across multiple inboxes or comment sections.
User Flows
User Flows
User Flows
After grouping similar feedback and observations, it led us to uncover the user journey for both shoppers and sellers.
After grouping similar feedback and observations, it led us to uncover the user journey for both shoppers and sellers.
Shopper
Seller
Branding & UI Design
Branding & UI Design
Blended classic and modern aesthetics, using fun geometry and 3D modeling to create an engaging interface.
Blended classic and modern aesthetics, using fun geometry and 3D modeling to create an engaging interface.
Feature Propose
Feature Propose
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Onboarding &
Shopping Reels
Onboarding &
Shopping Reels
Onboarding &
Shopping Reels
Onboarding is designed to be quick and personalized. New users can select their interests, connect social accounts to see what friends like, and enable location to discover nearby makers. This helps tailor the shopping experience from the start.
Shopping Reels For users who don’t have something specific in mind. It offer a fun, scrollable way to explore products, watch behind-the-scenes clips, and discover makers through short videos.
Onboarding is designed to be quick and personalized. New users can select their interests, connect social accounts to see what friends like, and enable location to discover nearby makers. This helps tailor the shopping experience from the start.
Shopping Reels For users who don’t have something specific in mind. It offer a fun, scrollable way to explore products, watch behind-the-scenes clips, and discover makers through short videos.
Home
Home
Home
Home is the starting point for everything Loco. Browse by categories like “Gifts by Occasion” or “Handmade Finds,” check the event calendar for upcoming workshops and drops, and explore featured brands and products designed for easy discovery.
Home is the starting point for everything Loco. Browse by categories like “Gifts by Occasion” or “Handmade Finds,” check the event calendar for upcoming workshops and drops, and explore featured brands and products designed for easy discovery.
Shop Detail &
Direct Chat
Shop Detail &
Direct Chat
Shop Detail &
Direct Chat
Shop profile are more than just a storefront. They are where sellers share their story, build trust, and turn curious shoppers into loyal fans.
Direct chat provide immediate responses to shopper inquiries, ensuring that potential buyers don't have to wait for assistance on common questions and freeing up seller to focus on more complex inquiries.
Shop profile are more than just a storefront. They are where sellers share their story, build trust, and turn curious shoppers into loyal fans.
Direct chat provide immediate responses to shopper inquiries, ensuring that potential buyers don't have to wait for assistance on common questions and freeing up seller to focus on more complex inquiries.
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Claim Your Shop
Claim Your Shop
Claim Your Shop
Claim Your Shop: To combat the chicken-and-egg problem, we pre-list popular local shops by scraping public info. Sellers could then easily claim their shop, update details, and start connecting with new customers right away.
Claim Your Shop: To combat the chicken-and-egg problem, we pre-list popular local shops by scraping public info. Sellers could then easily claim their shop, update details, and start connecting with new customers right away.
Simple Product Setup
Simple Product Setup
Simple Product Setup
We designed the product posting process to be quick and easy, just upload, update, and start selling. It’s simple enough for low-tech sellers to use without needing any special tools or training.
We designed the product posting process to be quick and easy, just upload, update, and start selling. It’s simple enough for low-tech sellers to use without needing any special tools or training.
Testing & Iteration
Testing & Iteration
User Testing: Engaged with Vietnamese users to test early versions of the platform. Feedback highlighted the need for more content, more sale events as Vietnamese shopper wants to feel like they are getting good deal.
User Testing: Engaged with Vietnamese users to test early versions of the platform. Feedback highlighted the need for more content, more sale events as Vietnamese shopper wants to feel like they are getting good deal.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Market Fit Adjustments: Paused features like shopping reels due to limited content. Reintroduced chat functionality after learning that Vietnamese users prefer confirming availability directly with sellers.
Market Fit Adjustments: Paused features like shopping reels due to limited content. Reintroduced chat functionality after learning that Vietnamese users prefer confirming availability directly with sellers.
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Deliverables
Deliverables
Brand identity system and design assets
Competitive, market analysis and user research
App Store preview screens and landing page design
End-to-end mobile app design (80+ screens)
Investor pitch decks for Sequoia and Y Combinator
Brand identity system and design assets
Competitive, market analysis and user research
App Store preview screens and landing page design
End-to-end mobile app design (80+ screens)
Investor pitch decks for Sequoia and Y Combinator
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Impact
Impact
Gained interest from major investors and partners
Achieved 100+ daily active users in early MVP
Identified and validated key user behaviors unique to Vietnamese e-commerce
Informed a market pivot strategy through product testing
Gained interest from major investors and partners
Achieved 100+ daily active users in early MVP
Identified and validated key user behaviors unique to Vietnamese e-commerce
Informed a market pivot strategy through product testing
During the pandemic, small businesses in Vietnam struggled to transition online. Existing e-commerce platforms lacked a focus on handcrafted and customized products. Sellers faced issues with customer engagement, pricing, and logistics.
Despite a promising design and product vision, Loco faced traction challenges, struggling to gain seller adoption and user engagement without strong incentives like free shipping or heavy discounts.
At the same time, well-funded competitors like Shopee (SEA Group) and Lazada (Alibaba) were expanding into the same space. To compete effectively, Loco would needs significant capital, aggressive marketing, and incentives.
Despite a promising design and product vision, Loco faced traction challenges, struggling to gain seller adoption and user engagement without strong incentives like free shipping or heavy discounts.
At the same time, well-funded competitors like Shopee (SEA Group) and Lazada (Alibaba) were expanding into the same space. To compete effectively, Loco would needs significant capital, aggressive marketing, and incentives.
My Takeaways
As the sole designer/ co-founder in the early stage start-up, I wore many hats, including leading product design, branding, research, marketing, and even helping shape the go-to-market strategy. This experience gave me a holistic view of building a product from 0 to 1, and I learned a lot by doing. Along the way, I picked up a few key lessons:
Local Context is Everything: What works in one market doesn’t always translate. Understanding local behaviors, like how Vietnamese shoppers prefer messaging sellers to confirm stock completely shifted our approach.
Done is Better Than Perfect: Releasing early, testing live, and iterating quickly gave us real insights and helped us move faster with clarity.
It’s a Team Sport: Collaborating closely with engineers taught me to better understand technical constraints and communicate design decisions more effectively.
Storytelling Drives Value: We saw that giving sellers space to share their craft and story didn’t just add emotion, it built trust and boosted buyer engagement.
Wanna collaborate? Let's Chat!
I am currently looking for a team where I can take part, learn from,
and become a better designer (/human).
© 2024 Kim Au Le
Wanna collaborate? Let's Chat!
I am currently looking for a team where I can take part, learn from,
and become a better designer (/human).
© 2024 Kim Au Le
Wanna collaborate?
Let's Chat!
I am currently looking for a team where I can take part, learn from,
and become a better designer (/human).
© 2024 Kim Au Le
Wanna collaborate? Let's Chat!
I am currently looking for a team where I can take part, learn from,
and become a better designer (/human).
© 2024 Kim Au Le