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Project Lead
UX Research

UX Design
UI Design


Global average for marketing visits observed on e-commerce platforms is 55% and sales engagement is 20%. is failing to standards by 1.4x for MV% and by 2x in SE%.

Objective is to improve the online purchase journey for users to improve KPD and KPI:
1. Time Spent on page
2. Drive Purchase Urgency
3. Show Relevant Content

Scope of project: UX/UI enhancements to test and implement across 7 countries.


Problem Statement

  • How might we optimise the browsing behaviour of users to make it more relevant to their needs.

  • How might keep the user focused on the product page to ensure relevant content engagement.

  • How might we reduce operational distractions on dotcom and integrate system communication within the user purchase flow.

  • How might we educate the users on advantages of shopping on as opposed to other e-retailers. 

  • How might we improve conversion rate on newly established eStore (added in 2019) to contribute higher impactful revenue.

Project goals

  • To create an experimentation culture for by eliminating hypothesis with A/B tests

  • 12 A/B tests proposed by Cheil, SG UI/UX team to deliver validations for enhancements

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Research Method

Since access to user research was not granted to us being an agency, we had to look to data analytics to understand user behaviour. We used all analytics tools to make the right hypothesis

  • Heuristic evaluation​

  • Competition analysis

  • Best practice understanding in ecommerce

  • Adobe Analytics for funnel analytics

  • Cohort analysis

  • Google Analytics

  • Heat Map Analytics with Beusable

  • Hypothesis Definition with simulation

  • Prioritisation matrix to assess opportunity

Defining Success Factors 

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Product Wise Customer Segmentation 

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Mid range mobile product users segmentation

Platform Audit

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Behaviour Analysis 

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Path analysis and heat map tracking for each crucial page to identify successful conversion user journeys.

Also define the deviations that are observed in the purchase path and suggest optimisation

Optimisation and Priotitisation

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Proposed 12 A/B Test pilots based on business impact simulation and defined success matrix to result in a USD $3M business imact

Feature Release and Impact

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  • A/B Tested reminder message for segment of users who added product to cart

1.3x uplift conversion rate

321% success in implementation vs proposed hypothesis


Shortening user journey and personalising user experience is crucial in improving sales

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  • A/B Tested USP banner on top of page to improve browsing and relevant content delivery on product page

2.8x uplift conversion rate

232% success in implementation vs proposed hypothesis


Focus on improving user experience above the fold to maximise user engagement

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