Digi Telecommunications
Redesigning digi.com.my experience for clarity and conversion
Context
Digi website and it’s ecommerce platform were seeing significant traffic especially from mobile but struggling with low conversion rates, high abandonment, and inconsistent UX across platforms. The revamp aimed to address performance, usability, and trust concerns to support product discovery and e-commerce efficiency.
Role
As a Specialist UIUX, I worked closely with Service Designers, Digital Marketing, Business Analyst, Engineering and External Partners. I shaped the strategic UX and UI direction.
Year
2018-2019
Impact
10% AOV increase↑
In Average Order Value
35.6% decrease CAR↑
Cart Abandonment Rate reduced
Increased task completion↑
On navigation and IA improvements
44% in MCR↑
Mobile Conversion Rate improved by 44%
Business goal
Increase online sales conversion by improving the end-to-end digital purchase experience from discovery to checkout focusing on mobile experience.
OKR
Improve the online buying journey across Digi.com.my and boost conversions.
KR #1 Increase e-store conversion rate from 0.68% to 1.2%
KR #2 Reduce cart abandonment from 90% to below 60%
KR #3 Increase successful checkouts on mobile by 25%
KR #4 Achieve consistent UX across platforms
Before
After
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Final design
❤️
A dedicated grateful to my manager Karen for trusting me working on this huge project. My design team Shu, Winnie, Nasuha for being best sparring partner. My dearest stakeholders Sze Wei, Adrienne, so many others to mention. A special thank you to all team at BORN, particularly to the design team, Lavanya and Ramesh. Lastly, to all people who involved directly and indirectly in building the “new” Digi.
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Ikram Faidzal 