Elevating Luxury E-commerce at Scale — Central Group's Omni Channel App Experience
Client Overview
Central Group is one of Thailand’s largest and most influential retail conglomerates, housing a diverse range of luxury brands and lifestyle products across fashion, beauty, tech, and more. With a legacy of premium customer experience in-store, Central aimed to deliver the same high standard digitally through a world-class, omni-channel e-commerce platform.
Results & Impact
The Challenge
Central’s digital platforms were fragmented, both in user experience and internal design workflows. The lack of a unified design system made it difficult to scale, and users struggled with product discovery and inconsistent brand expression across channels.
Unstructured design files and components scattered across multiple teams
Users struggled to find products quickly and efficiently
Static product visuals did not reflect the high-end brand identity
Central operated multiple sister brands with different digital workflows
No scalable design system existed to unify cross-team efforts
The Approach
Foundation & Strategy
We started by auditing existing design files, processes, and team workflows. The goal was to identify inefficiencies, align cross-functional teams, and define shared principles that would guide a more consistent and scalable approach moving forward.
Audited the entire Figma workflow and identified inefficiencies
Conducted 1-on-1 sessions with senior designers to harmonize goals
Defined clear design principles: intuitive, accessible, elegant, and brand-aligned
Experience Design
To ensure a premium and consistent user experience, we took an adaptive design approach across mobile and desktop. Our focus was on improving product discoverability and streamlining the path to checkout, while maintaining brand clarity throughout.
Focused on both desktop and mobile, using an adaptive design approach
Built personalized product listings based on user behavior
Improved search experience using Algolia framework
Streamlined checkout into a one-page experience
Elevated mobile experience with thoughtful gestures and layout adjustments
Design System Development
A key initiative was the creation of a centralized design system to support all product teams. This helped reduce inconsistencies, speed up workflows, and improve collaboration between designers and developers.
Built a new scalable system with centralized components
Standardized typography, spacing, and accessibility
Collaborated with development for seamless handoff and adoption
Delivered internal knowledge-sharing sessions, training, and mentorship
UX Innovation
We introduced UX enhancements that reflected Central’s premium brand position. Interactive product visuals and simplified interactions created a more immersive and enjoyable shopping experience.
Introduced animated product cards with video previews
Enlarged product images to better reflect Central’s luxury product range
Simplified filtering and multi-touch interactions for ease of use
