E-commerce

Enhanced the metals buying journey by fostering trust and alleviating checkout anxiety.

Enhanced the metals buying journey by fostering trust and alleviating checkout anxiety.

Redesigning the checkout for trust

Redesigning the checkout for trust

Visual Design

Live

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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

MY ROLE

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.

TEAM

3 UX/UI Designers (Me+2), 1 Researcher, 1 Product Manager, Developers team, 1 Manager

DURATION

4 Months

BACKGROUND

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.


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

Impact

4.5

Overall rating of the website went from 3.9 to 4.5

44%

Increased user engagement

12%

Improved conversion rates

34%

Reduced cart abandonment


*Performance metrics assessed six months after inception.

*Performance metrics assessed six months after inception.

End-to-End buying experience prototype (Desktop view)

End-to-End buying experience prototype (Desktop view)

View Prototype

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Problem Space

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.
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.
Lack of trust in all the digital investments

Users feel hesitant and anxious during checkout due to a lack of clear pricing

Decision anxiety and commitment fear

Users often feel uncertain about pricing, payment security, and redemption options

Complex process and lack of guidance

First-time buyers, in particular, feel overwhelmed by the digital investment for precious metals

Inefficient discovery and checkout experience

Insufficient interaction and involvement on the website.

Before

Before

Delivery details are not visible until checkout

Delivery details are not visible until checkout

Lack of trust , as there is no social proof

Lack of trust , as there is no social proof

The Challenge

The Challenge

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?

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?

Solution

Solution

  1. Reduced user anxiety by providing post purchase confidence

  1. Reduced user anxiety by providing post purchase confidence

Offered the convenience of picking up purchases directly from the store. Enabled gifting and redeeming options to enhance the overall customer experience.

Designed an intuitive order history page to track purchases, redemptions, and investment value.

  1. By designing with flexibility, we empowered users to explore and discover products in ways that matched their needs and habits

  1. By designing with flexibility, we empowered users to explore and discover products in ways that matched their needs and habits

Helping users estimate delivery time by prompting them to enter their pin code, preventing frustration at checkout and improving the overall shopping experience.

Enabled quick access to desired products through intuitive filtering and sorting options. Allowed users to book products in advance before the official launch.

  1. Established trust by transparently displaying metal costs, fees, and real-time market prices and leveraging the social proof.

  1. Established trust by transparently displaying metal costs, fees, and real-time market prices and leveraging the social proof.

Displayed cost breakdown and the applicable fees during the checkout to reduce friction.
Gave users a step by step checkout process reducing the strain.

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.

  1. Empowered customers with insights on growing trends and benefits to guide informed decision-making.

  1. 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.

  1. Enhancing the user experience through smart recommendations, efficient cart management, proactive error prevention, and actionable prompts.

  1. 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.

Presenting information gradually to make checkout feel more manageable, reducing cognitive overload.

Design System

Design System

The Design system was handed over to developers on Zeplin for easy management and tracking of tickets, reducing handoff time by 30% - 40%

The Design system was handed over to developers on Zeplin for easy management and tracking of tickets, reducing handoff time by 30% - 40%

Grid System

Grid System

Iconography

Iconography

User Research

User Research

USER INTERVIEWS

8+

MMTC PAMP


16+

Non-users

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.

PERSONA

Mita, 28

The non traditional Gift Giver
Affinity for gold
Socially active
Conservative

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

JOURNEY MAPPING

Ideation

Ideation

AFFINITY MAPPING
AFFINITY MAPPING

Gold perceptions defined across all segments

Gold perceptions defined across all segments

Investment preferences, opinions and behaviors

Investment preferences, opinions and behaviors

Mapping the insights w.r.t age, gender, location

Mapping the insights w.r.t age, gender, location
INITIAL ITERATION
INITIAL ITERATION

Other screens

Other screens

Menu

Menu

My Cart

My Cart

Order history

Order history

Learnings and key takeaways

Learnings and key takeaways

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.


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.