Shop 99

Shop 99

Shop 99

Shop99 app interfaces showing store map, chat start screen, and product request conversation with Nike sneakers.
Shop99 app interfaces showing store map, chat start screen, and product request conversation with Nike sneakers.
Shop99 app interfaces showing store map, chat start screen, and product request conversation with Nike sneakers.

Role:

Senior Product Designer

Role:

Senior Product Designer

Role:

Senior Product Designer

Role:

Senior Product Designer

Role:

Senior Product Designer

Date:

2019

Date:

2019

Date:

2019

Date:

2019

Date:

2019

Tags:

Ai, Chat Bot, E-commerce

Tags:

Ai, Chat Bot, E-commerce

Tags:

Ai, Chat Bot, E-commerce

Tags:

Ai, Chat Bot, E-commerce

Tags:

Ai, Chat Bot, E-commerce

Summary

Summary

Summary

Shop 99 is a personal shopping assistant that uses AI chat to make online buying feel natural, conversational and human-like.

Shop 99 is a personal shopping assistant that uses AI chat to make online buying feel natural, conversational and human-like.

Shop 99 is a personal shopping assistant that uses AI chat to make online buying feel natural, conversational and human-like.

Close-up of Shop99 mobile app showing product request chat with Nike Air Jordan listing.
Close-up of Shop99 mobile app showing product request chat with Nike Air Jordan listing.
Close-up of Shop99 mobile app showing product request chat with Nike Air Jordan listing.
Close-up of Shop99 mobile app showing product request chat with Nike Air Jordan listing.
Close-up of Shop99 mobile app showing product request chat with Nike Air Jordan listing.

the challenge

the
challenge

Teaching AI to shop like a person

Shop 99 explored how conversation could replace search in online shopping. Instead of lists and filters, users could describe what they wanted and the system would learn their style, price range and intent through dialogue. The challenge was to design an interface that made this feel natural, not novel.

the challenge

Teaching AI to shop like a person

Shop 99 explored how conversation could replace search in online shopping. Instead of lists and filters, users could describe what they wanted and the system would learn their style, price range and intent through dialogue. The challenge was to design an interface that made this feel natural, not novel.

Shop99 branded $50 gift voucher in green packaging on a gradient background.
Shop99 branded $50 gift voucher in green packaging on a gradient background.
Shop99 branded $50 gift voucher in green packaging on a gradient background.
Shop99 branded $50 gift voucher in green packaging on a gradient background.
Shop99 branded $50 gift voucher in green packaging on a gradient background.

the constraints

the
constraints

Learning from every word

As an early ML experiment, the model started with almost no training data. It had to learn preference and context directly from user input. The design had to support that process, guiding users to phrase requests clearly without breaking the flow of conversation. Every interaction doubled as training.

the constraints

Learning from every word

As an early ML experiment, the model started with almost no training data. It had to learn preference and context directly from user input. The design had to support that process, guiding users to phrase requests clearly without breaking the flow of conversation. Every interaction doubled as training.

Shop99 mobile app screens showcasing wallet balance, user settings, and transaction history.
Shop99 mobile app screens showcasing wallet balance, user settings, and transaction history.
Shop99 mobile app screens showcasing wallet balance, user settings, and transaction history.
Shop99 mobile app screens showcasing wallet balance, user settings, and transaction history.
Shop99 mobile app screens showcasing wallet balance, user settings, and transaction history.

the process

the
process

Designing intent into conversation

We mapped common shopping dialogues and modelled them into chat behaviours. Each exchange taught the system what users meant, not just what they said. I led UX design, defining the conversational tone, message structure and fallback behaviours that kept interactions fluid. Visual design stayed secondary. The focus was on timing, memory and trust. Over time, the chat became more responsive, anticipating needs before users finished typing.

the process

Designing intent into conversation

We mapped common shopping dialogues and modelled them into chat behaviours. Each exchange taught the system what users meant, not just what they said. I led UX design, defining the conversational tone, message structure and fallback behaviours that kept interactions fluid. Visual design stayed secondary. The focus was on timing, memory and trust. Over time, the chat became more responsive, anticipating needs before users finished typing.

Shop99 admin dashboards on laptops displaying shipment analytics and customer account management.
Shop99 admin dashboards on laptops displaying shipment analytics and customer account management.
Shop99 admin dashboards on laptops displaying shipment analytics and customer account management.
Shop99 admin dashboards on laptops displaying shipment analytics and customer account management.
Shop99 admin dashboards on laptops displaying shipment analytics and customer account management.

the principles

the
principles

Conversation as interface

The design treated chat as a full interface, not an add-on. Visual rhythm replaced buttons; language replaced navigation. AI handled discovery, while design made it feel effortless. Messages were short, feedback immediate and tone consistent. Enough to feel human, never enough to pretend.

the principles

Conversation as interface

The design treated chat as a full interface, not an add-on. Visual rhythm replaced buttons; language replaced navigation. AI handled discovery, while design made it feel effortless. Messages were short, feedback immediate and tone consistent. Enough to feel human, never enough to pretend.

Chat history page of Shop 99 with AI insights.
Chat history page of Shop 99 with AI insights.
Chat history page of Shop 99 with AI insights.
Chat history page of Shop 99 with AI insights.
Chat history page of Shop 99 with AI insights.

the reflection

the
reflection

Interfaces that listen

Shop 99 showed that good design teaches systems how to understand people. When conversation becomes the product, clarity and empathy matter more than visuals.

the reflection

Interfaces that listen

Shop 99 showed that good design teaches systems how to understand people. When conversation becomes the product, clarity and empathy matter more than visuals.

Impact

Impact

Impact

Shop 99 launched as a live prototype and quickly proved the model’s potential. Users completed purchases faster and explored broader categories through dialogue alone. It became a reference for how conversational interfaces could drive e-commerce without relying on traditional UI.

Shop 99 launched as a live prototype and quickly proved the model’s potential. Users completed purchases faster and explored broader categories through dialogue alone. It became a reference for how conversational interfaces could drive e-commerce without relying on traditional UI.

Shop 99 launched as a live prototype and quickly proved the model’s potential. Users completed purchases faster and explored broader categories through dialogue alone. It became a reference for how conversational interfaces could drive e-commerce without relying on traditional UI.

Yesmom

MCC

MCC

MCC