Shake It!

Overview

Built to close the gap between lean-back TV engagement and mobile purchase. Shake It removed the manual search step entirely: open the app, shake the phone, and land on the right product. It won a Silver Award at the International Eyes & Ears Awards 2020 and contributed to a 25%+ conversion uplift after launch.

In 2020, HSE's e-commerce revenue grew 19% to €273M. The Shake It feature was singled out in HSE's official financial results press release as a highlight of the app experience that year.

The Problem

Customers saw a product on live TV, opened the app, and still had to search and filter to find the live item.

• Too many steps between interest and product page
• Search required precise terms (often unknown to the customer)
• High effort on mobile in a “lean-back” TV context
• Hard to keep momentum from the live show

The Goal

Let customers reach the live product in seconds and keep momentum from the show.

• Let customers reach the exact product in seconds
• Reduce friction in the second-screen journey
• Keep the interaction simple and self-explanatory
• Make it work reliably across channels and shows

How I Led

This work involved Design, Product, Engineering, and TV commerce. I kept scope clear and decisions fast.

• Set Product Design principles: fast, forgiving, obvious
• Aligned teams on success criteria
• Reviewed edge cases, onboarding, and states
• Ensured consistency across the app

What We Built

A shake gesture that jumps to the current live TV product.

• Open app → shake phone → land on the right product page
• Clear confirmation and error states (when the product can’t be detected)
• Low effort onboarding (so customers understand it in seconds)
• Designed to support switching between the three HSE TV channels

Why It Mattered

It removed the gap between seeing a product on TV and finding it on mobile.

It supported HSE’s live-TV-commerce model by making mobile the fastest path to checkout during live broadcasts.