Project Details
Client: Advice IT Infinite Public Co., Ltd.
My Role: Senior Product UX/UI Designer
Platform: Web & Mobile App (High-Traffic E-commerce)
Key Focus: Transactional UX, High-Volume Conversion, Scalable Design Systems
Website: https://www.advice.co.th/
My Role: Senior Product UX/UI Designer
Platform: Web & Mobile App (High-Traffic E-commerce)
Key Focus: Transactional UX, High-Volume Conversion, Scalable Design Systems
Website: https://www.advice.co.th/
Overview
Challenge: Modernizing a flagship e-commerce platform that handles millions of users, focusing on reducing friction in high-volume transactional flows (such as iPhone/Samsung pre-orders) and ensuring a seamless omnichannel experience.
Solution: Led an end-to-end UX/UI modernization, optimizing checkout architectures and performance to maximize conversion rates and support rapid scaling during peak shopping periods.
Solution: Led an end-to-end UX/UI modernization, optimizing checkout architectures and performance to maximize conversion rates and support rapid scaling during peak shopping periods.
Case Study Highlights
1. The Challenge: With a massive user base, even minor friction in the checkout process led to significant cart abandonment. Additionally, the system had to be robust enough to handle sudden traffic spikes during major product launches.
2. The Process (The Strategy):
— Transactional UX Optimization: Redesigned the checkout flow and pre-order architecture, focusing on "Conversion-First" principles to minimize clicks and cognitive load.
— High-Traffic Architecture: Collaborated with engineering teams to ensure UI components remained performant and stable under heavy concurrent user loads.
— Omnichannel Consistency: Standardized the design system across Web and App, ensuring a unified brand experience that drives users between online and offline channels.
— Transactional UX Optimization: Redesigned the checkout flow and pre-order architecture, focusing on "Conversion-First" principles to minimize clicks and cognitive load.
— High-Traffic Architecture: Collaborated with engineering teams to ensure UI components remained performant and stable under heavy concurrent user loads.
— Omnichannel Consistency: Standardized the design system across Web and App, ensuring a unified brand experience that drives users between online and offline channels.
3. The Solution & Impact:
— Conversion Growth: Successfully reduced checkout friction, leading to a measurable increase in conversion rates for both standard and high-demand pre-order products.
— Operational Resilience: Enhanced the interface's stability during high-traffic events, ensuring the platform remained functional and user-friendly during peak demand.
— Scalable Framework: Delivered a modular design system that allows Advice to roll out new features and product lines faster, maintaining design consistency across all digital touchpoints.
— Conversion Growth: Successfully reduced checkout friction, leading to a measurable increase in conversion rates for both standard and high-demand pre-order products.
— Operational Resilience: Enhanced the interface's stability during high-traffic events, ensuring the platform remained functional and user-friendly during peak demand.
— Scalable Framework: Delivered a modular design system that allows Advice to roll out new features and product lines faster, maintaining design consistency across all digital touchpoints.
