Hotel Shilla Dutyfree Next generation system built-up UX/UI
In response to the rapidly growing duty free market and the increasing number of Chinese customers, the Duty Free Department of Hotel Shilla initiated the Next Generation Online Project seeking to upgrade their e-commerce system and to improve user experiences.
We carried out extensive user testings and current trend research and based on those findings, new ways of managing data on both customers' side & the backend system, and enhanced UI designs were drawn out, for both desktop and mobile in Korean and Chinese.
Focusing on the improved convenience of the customer decision journey, every step of the customer experience has been analyzed: from browsing products, making an order, going through the payment process, picking up the products and signing up as a member. Furthermore, personalized marketing has been applied throughout the site, to deliver individualized messages and product offerings to current and prospective customers which is a highly effective strategy.