How We Built a Differentiated Live‑Streaming Experience for Bulu
This case study details Bulu's live‑streaming project, covering market analysis, design of a full‑process 1.0 experience, enhancements in 2.0 for traffic conversion and retention, innovative gift design, and the measurable impact on user engagement and business metrics.
Project Background and Goals
In the current live‑streaming boom, most products rely on stranger networks and suffer from homogeneous content and visual design. Bulu aimed to create a differentiated live‑streaming experience by leveraging its existing 58 business relationship network, exploring new design forms, and identifying competitive gaps.
Live‑Streaming Competitor Analysis
Live streaming combines timeliness and strong interaction, fulfilling user needs for companionship, assistance, and learning while allowing hosts to monetize and gain recognition. We analyzed competitors such as Kuaishou Live and Weibo Live, focusing on content, relationship chains, interactive features, and visual language.
Building a Full‑Process Live Experience – Bulu Live 1.0
We mapped key nodes for hosts, viewers, and administrators, designing detailed flows for host application, live start, streaming, and management. The layout prioritizes content > messages > interactions > live info, with interaction hierarchy: likes > comments > gifts, ensuring a unified framework for both host and viewer sides.
Driving Traffic Conversion and Retention – Live 2.0
Live sessions are promoted via first‑page posts to friends and followers, shared externally, and highlighted with banners. After the broadcast, content is saved as a feed for replay, providing a second exposure opportunity and supporting further content dissemination.
Live Gift Design – Strengthening Interaction and Revenue
We designed gifts based on user research, focusing on trust, expectation, respect, satisfaction, and surprise. Visual guidelines for texture, color, and style were derived, and a set of core gifts were meticulously illustrated.
Project Impact
Since launch, Bulu Live has hosted 581 sessions, with a single‑day peak of over 110,000 concurrent viewers. The live feature has driven significant traffic conversion for recruitment, second‑hand cars, real estate, and premium users, establishing an effective marketing channel and deepening user engagement.
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