Customer side
- Mobile shopping needed a clearer route.
- PayNow and checkout needed to feel simpler and more trustworthy.
- Customers needed clearer delivery and seller information.
Singapore SME case
A better online store requiredbetter work behind it.
SG Organic needed a better shopping experience. Customers, vendors, payments, delivery and management reporting all shaped that experience, so the work had to extend beyond the website.
Role
Product Design Lead + Business Change
Scope
Brand, e-commerce, operations, custom tools + AI
What was going wrong
The customer experience and operationswere pulling apart.
The website problem was tied to payments, vendor responsibility, delivery rules, reporting and repeated customer work.
Business side
- Vendors had different delivery responsibilities.
- Staff needed better tools for products, orders and sellers.
- Management needed clearer business information.
- Repeated customer and content work took too much time.
What changed
Connect the customer promiseto the business system.
The customer journey and the work behind it were redesigned together.
Clearer business and customer message
The marketplace was organised around customer and seller needs, rather than appearing as a loose collection of products.
Better mobile shopping
Discovery, product pages, cart, checkout and payment were improved as one journey.
Checkout connected to delivery
Vendor ownership, delivery method, pickup and PayNow confirmation became clearer for customers and staff.
Better vendor and management tools
Custom tools and dashboards supported product work, vendor earnings, delivery rules and visibility.
Useful AI support
AI-supported customer help, SEO, product content and management information were added where they could remove repeated work.
What the business gained
A stronger base formarketplace growth.
The business gained a connected route from product discovery to payment, delivery, support and management visibility.
Clearer buying journeyBetter vendor + delivery linksReusable internal toolsStronger reporting + AI base