Visual Design
E-commerce
Live
Enhanced the metals buying journey by fostering trust and alleviating checkout anxiety.
Redesigning the checkout for trust
In the news
1. APN News - MMTC-PAMP creates holistic digital multi-metal system
2. Mint - MMTC-PAMP launches digital silver.
3. Refer karo earn karo - Digital Gold Investment App In India
Overview
TEAM
DURATION
4 Months
I led the end-to-end design of the buying journey, creating high-fidelity designs and interactive prototypes to ensure a seamless and intuitive experience.
3 UX/UI Designers (Me+2), 1 Researcher, 1 Product Manager, Developers team, 1 Manager
MMTC-PAMP is a joint venture between MMTC Ltd., a Government of India Undertaking, and PAMP SA of Switzerland, a global leader in precious metals refining and fabricating.
MMTC-PAMP enables users, from first-time buyers to seasoned investors, to buy, sell, redeem, and transfer precious metals digitally. For this project, I led the end-to-end design of the buying journey, creating high-fidelity designs and interactive prototypes to ensure a seamless and intuitive experience.
Impact
44%
Increased user engagement
Improved conversion rates
12%
Reduced cart abandonment
34%
Overall rating of the website went from 3.9 to 4.5
4.5
*Performance metrics assessed six months after inception.
MY ROLE
BACKGROUND
Problem Space
MMTC-PAMP sought to build trust among users regarding digital gold and gold investments through their website. The challenge was to create a user experience that instilled confidence in the safety, transparency, and credibility of digital gold transactions while educating users on the benefits of investing in gold.
Decision anxiety and
commitment fear
Complex process and lack of guidance
Inefficient discovery and checkout experience
Users often feel uncertain about pricing, payment security, and redemption options
Insufficient interaction and involvement on the website.
First-time buyers, in particular, feel overwhelmed by the digital investment for precious metals
Lack of trust in digital investments
Users feel hesitant and anxious during checkout due to a lack of clear pricing
Before
Delivery details are not visible until checkout
Lack of trust , as there is no social proof
How might we design an experience that not only educates users on the safety, transparency, and benefits of investing in digital gold but also builds trust, simplifies the investment process, and caters to both first-time and seasoned buyers?
The Challenge
Solution
Showed real-time market prices and provided upfront details about any fees or commissions to ensure users understood the full cost.
Added social proof to further build trust.
Established trust by transparently displaying metal costs, fees, and real-time market prices and leveraging the social proof.
By designing with flexibility, we empowered users to explore and discover products in ways that matched their needs and habits
Displayed cost breakdown and the applicable fees during the checkout to reduce friction.
Gave users a step by step checkout process reducing the strain.
Reduced user anxiety by providing post purchase confidence
Designed an intuitive order history page to track purchases, redemptions, and investment value.
Empowered customers with insights on growing trends and benefits to guide informed decision-making.
Educating customers on why digital gold/silver is valuable and its increasing trends and how they can trade it confidently by providing FAQ section.
Displaying certifications, MMTC promise and and trusted partnerships to establish credibility and strengthen trust.
Enabled quick access to desired products through intuitive filtering and sorting options. Allowed users to book products in advance before the official launch.
Helping users estimate delivery time by prompting them to enter their pin code, preventing frustration at checkout and improving the overall shopping experience.
Offered the convenience of picking up purchases directly from the store. Enabled gifting and redeeming options to enhance the overall customer experience.
Enhancing the user experience through smart recommendations, efficient cart management, proactive error prevention, and actionable prompts.
Reducing anxiety by adding reviews and social proofs from the verified customers on the product detail page.
Encouraged user action by implementing scarcity nudges.
Presenting information gradually to make checkout feel more manageable, reducing cognitive overload.
Design System
Grid System
Iconography
The Design system was handed over to developers on Zeplin for easy management and tracking of tickets, reducing handoff time by 30% - 40%
User Research
Investment Experience
She has invested in few short term and few long term goals with RD and FD’s.
Uses her net-banking for the requirements.
Bought jewelry with her mother for her wedding and future needs
Started a SIP for a vacation
Pain points
Will not sell physical gold even if there was no other option
Not enough information on digital gold
Cannot store gold easily at home and its an expensive purchase
She was informed that a min. order quantity is required for personalization
Goals
To be able to fund vacations with SIP’s and investments
Leverage the increasing rates of gold over time for investments
Observations
Clear and upfront instructions on personalization.
User review and testimonials to help making purchase decisions
Videos and testimonials on digital gold on how it can be bought, used, traded in
Mita, 28
The non traditional Gift Giver
Affinity for gold
Socially active
Conservative
MMTC-PAMP Customers: Online customers who had transacted in minted products or on the digital gold website, including specific buy-back customers.
Non-Users: Recruited through the guerrilla method from various cities and financial backgrounds to understand perceptions, motivations, barriers, and behaviors toward precious metals purchases.
MMTC PAMP customers
8+
Non-users
16+
PERSONA
USER INTERVIEWS
JOURNEY MAPPING
Ideation
Investment preferences, opinions and behaviors
Gold perceptions defined across all segments
AFFINITY MAPPING
INITIAL ITERATION
Mapping the insights w.r.t age, gender, location
Other screens
Learnings and key takeaways
Menu
My Cart
Order history
01
Feedback is Crucial.
Continuously adapt and refine designs based on feedback sessions, ensuring regular testing to gain deeper insights into user behavior and preferences.
02
Simplicity Equals Good Design
Streamlining services and payment processes reduces stress for users, making it easier for them to complete purchases with confidence. Keeping the experience simple, modular, and uniform across the platform leads to user familiarity.
Let’s create something innovative together.
Copyright ©2025. Sidak Sodhi