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Tele-Commerce Innovation
Cinemall was a platform that combined shopping with entertainment, letting users browse and buy products directly within a video player alongside content. As UX & Creative Director, I led the design of the platform’s visual identity, user experience, and product development, creating an interface that supported seamless, in-video shopping.
The problem
It is common when viewing videos to see product you may want to buy. You may take a snapshot of the item and use available tools on the internet to try to find it or something like it, which even today takes some effort.
Vision
Cinemall aimed to reinvent media consumption by embedding shopping into the viewing experience. Users could interact with and buy items shown in the content instantly, turning passive watching into active, convenient engagement.
My role
As a founding team member and UX Creative Director, I led the design of a sleek, integrated shopping interface. I created the branded UX for the first-generation apps, guided product strategy, oversaw end-to-end development for two products, and advised on new initiatives and partnerships.
Results & Impact
My work helped secure an early partnership with Sony’s Crackle, leading to an initial product launch trial. The seamless shopping experience and innovative product approach attracted interest, positioning Cinemall as a pioneer in tele-commerce (e-commerce integrated with entertainment).
While the tele-commerce trend eventually faded, with Cinemall and its competitors shutting down, the project demonstrated early potential in merging media and commerce.