- TRAVEL RETAIL E-COMMERCE SITE - 

pROJECT OVERVIEW

The client is one of the top travel retailers with over 200 million travelers visiting its offline store. It started its digital transformation in 2015. As one of the core & pioneer projects, the e-commerce site will set up the foundation for the other projects and will help link the online and offline experiences.

Working as the UX/UI lead for this one-year project, my job responsibility covers project management to design delivery. The main scope of my work is to help the business to roll the site to the new regions while enhancing the site experience to attract more traffic. To reach this goal, I have conducted competitor studies, participated in usability research as well as talked to different business stakeholders to understand & identify the issues, then produce the design solutions to tackle these issues. Meanwhile, I was also working with the team to establish the design team workflow to collaborate with the BA team and Dev team in an Agile format, so that we can provide more visibility on our plan and delivery.

THE DESIGN JOURNEY

project planning

The design requirements come from different channels: stakeholder workshop, usability interview, online survey and data analytics. It help us to define the scopes and priorities of the requirements. I work with the PO to plan the design tasks to make sure the design team schedule is aligned with the product roadmap.

design production

During the design sprinting, apart from producing designs in a daily basis, we also gather different stakeholders together to validate our assumptions, communicate with the development team on the technical feasibilities.

development support

I was also involved in the development stage. The support from the design side include: help groom the dev team on the new user stories, provide timely support while the team is developing a feature, conduct Visual QA & end-to-end User Flow QA.

DESIGN DELIVERY & outcomes

The e-commerce function has successfully rolled out to the new region. Compare to the previous region, the new location has increased 500% in terms of the success pick-up order rates, and the sales conversion rate is expected to keep growing. The project has helped to bring the customer into the eco-system in an early stage, and bring them to the store during their trip. It was a successful first step for a traditional retail group to leverage different channels to provide a seamless experience.

While understanding there's more to improve & implement in a long run, I have also helped the business to create a design backlog that includes the business's new feature wish list and the items that need to be enhanced from a customer experience point of view. We stay with the client after the launch, to help them improve the site on the go.