M1 Limited, 2022 till present

How might we improve the checkout flow so that it is both fast and easy for customers to complete their purchases?

The online e-commerce website has undergone several revamps and improvements since 2019. However, despite these efforts, the overall shopping experience has consistently received poor customer ratings. Through user research and interviews, key pain points have emerged, including a lack of transparency in pricing, inadequate guidance in product offerings, and complex user journeys that make the checkout process overly tedious.

Scope

  • Stakeholder Management
  • User Journey Design
  • User Research and Validation
  • Creative Direction
  • User Experience Design
  • User Interface Design
  • Design System

APPROACH / SOLUTION

“Every design decision made has to make the buying experience simple for customers, yet able to scale towards evolving business needs.”

With clear business objectives in place, we took on a customer-centric approach to understand the needs of our users prior to designing the experience.

A series of in-house user interviews were done  to uncover pain points and determine how we could improve the online experience so that customers are more willing to make purchases online. These observational studies on how customers interacted with our existing website provided new perspectives and deepened our understanding of the challenges faced.

Following this, brainstorming sessions were held to develop strategies and new ideas based on the insights gathered. Low-fidelity sketches allowed us to quickly iterate and build on each other’s ideas.

Finally, we translated these concepts into high-fidelity prototypes using Figma, enabling further concept testing and refinement with customers to finalise the design.

Flow - SIM Exchange

OUTCOME

35 unique journeys are streamlined with mobile-first approach to drive confidence in making online purchases.

With this revamp, Marketing team now has better control over the content pages, and to fine-tune product offers that is less labour intensive through the use of Adobe Experience Manager, Adobe Target, and Adobe Commerce.

  • Achieved the best NPS to-date of 39 (as of Jan 2025)
  • Reduction of check-out time by 30%
  • Driving customer login to avail personalised offers
  • Refined Design System for unified brand experience across digital touch points