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.
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.
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.
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.
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.
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.
About me
About me
I’m Öncel, a multidisciplinary designer who creates products, systems and experiences people rely on every day. I’ve partnered with global brands and startups at different stages, taking ideas from zero to MVP, leading complex designs that reached millions of users and building foundational design systems that grow with teams.
I'm based in APAC
I'm based in APAC
Singapore, Bangkok
Singapore, Bangkok
Say hi
Say hi
Got something on your mind?
Just say hi. I reply quickly.
Got something on your mind?
Just say hi. I reply quickly.
Got something on your mind?
Just say hi. I reply quickly.