Central Department Store Mobile App & Website Design
About
How Impekable revamped Central Department Store’s online and mobile presence ahead of its record-breaking IPO.
Central Department Store is a major Thai department store owned by the Central Retail Group, Thailand’s largest retailer. As the Group planned to pursue an IPO for Central Department Store, it reached out to Impekable to remodel its online and mobile presence and increase investor trust.
Amongst Central Group’s top priorities was the need to revamp their website to be responsive on both PC and mobile formats, as well as to migrate their eCommerce backend to Magento within a five-month timeframe.
In addition, the company’s web and mobile platforms required extensive modification to improve the user experience, encompassing streamlined browsing, easier checkout, a revamped account creation process, order tracking, and refund management.
The Solution
To meet Central Group’s goals, Impekable assembled a top design team including two designers and a Project Manager to work exclusively on the project and ensure timely delivery.
Within this team, one designer worked closely with the product owner to translate ideas and make adjustments. Concurrently, the other worked on the new site’s mobile responsiveness and streamlined page interfaces.
Our Project Manager oversaw the development and research aspect of the project, guiding the UX strategy to integrate the team’s work with the client’s expectations.
Close Collaboration with Central Group
To further enhance the project’s outcomes, Impekable conducted a strategic workshop with key project stakeholders to align on required capabilities and outputs.
As a result of this exercise, our team was able to address the more critical aspects of the work based on both the priorities that were established and the technical feasibility of executing them within the allotted time frame.
The Results
In just five months, Impekable successfully overhauled the Central mobile app, website, and mobile sites, enhancing the user experience across all platforms and creating a truly useful user interface. Our efforts also led to other projects including improving the look and usability of other properties under the Central umbrella, such as the OfficeMate office supplies website and the Tops Supermarket mobile-responsive website.
Following the launch of its revamped properties, Central met its goal of increasing investor trust — launching the largest IPO in Thailand to date and debuting as the world’s second largest retailer IPO.
How It Works
Impekable intentionally designed the new mobile app and web design of the Central Department Store website to be user-friendly, while also incorporating new features that reflect a modern shopping experience.
Here’s how we made it happen:
Initial Strategy
After discussing Central Group’s expectations for its new experiences, we hosted a workshop to consolidate the Group’s fundamental requirements and ensure the allotted time frame was feasible for delivery of all elements.
Project Resourcing
By focusing on the project’s target user experience and overall look, we were able to select the appropriate design and project management resources needed to design, manage, and implement Central Group’s changes.
Collaborative Design
Once team members were selected, Impekable worked closely with Central Group stakeholders to ensure our designs included the required functionality, while also offering some leeway for the Group’s developers to achieve the vision.
Finished Product
In five months, Impekable delivered outstanding results using our design team’s research, work, and input in tandem with our developers’ expertise. In this way, we succeeded in helping the Group work towards a successful IPO.
