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Simplifying shopping & checkout experience for shoppers transiting through Changi Airport.
UX Role & Product Goal
Led design for the 0→1 iShopChangi mobile app, coordinating 20+ stakeholders to create core journeys later reused for the WeChat rollout.
Problem & Approach
Users faced friction in traveller vs. non-traveller checkout flows and inconsistencies across the design system. Partnered with tech leads, ran usability tests, revamped the design system, and redesigned wayfinding maps to improve clarity and usability.
Impact
Delivered 50% faster checkout, boosted design consistency and team velocity, elevated premium brand UI, and reduced negative customer-service feedback at Changi and Seletar Airports. Core experiences were later adopted in WeChat rollout.