Digital Transformation & E-commerce Platform Development
Project Summary
This project involved a large-scale digital transformation for Singapore’s leading baby and maternity e-commerce retailer. The primary objective was to migrate from an outdated Magento system to a custom-built, self-managed platform tailored to a business model that integrates online sales with major physical events at the Singapore Expo. As a multidisciplinary Lead, I managed the end-to-end development of the website and mobile app, coordinating between remote web and mobile development teams to deliver complex features across three distinct phases.
Technical Skills & Tools Used
Project Management: Managed the entire product backlog, aligned items with business objectives, and mapped project dependencies.
Methodology: Executed daily SCRUM routines and managed remote development teams through iterative development cycles.
Tools: Utilized Jira for developer communication and tracking technical illustrations.
Design & Strategy: UX/UI Lead Designer responsible for creating the user interface and mapping realistic development sequences.
Quality Assurance: Led internal testing for the pioneers of the project to ensure alignment with business objectives before external technical tests.
Phase 1: MVP Core E-Commerce Launch
Period: Late 2018 – March 2019
Summary: Orchestrated the rollout of a from-scratch e-commerce website within four months, establishing essential purchase flows like “Pre-Order” and “Buy Now”.
Key Deliverables: Implemented an admin panel for product configuration and a timer-based module for price-reduction sharing.
Phase 2: Event Integration & Functional Expansion
Period: January 2019 – August 2020
Summary: Directed the development of advanced modules to support large-scale physical events, including a mobile app for cashless payments at the Expo.
Key Deliverables: Led the initiative to provide non-coders with site management capabilities by defining requirements for a drag-and-drop CMS, which was subsequently implemented by the development team.
Feature Highlights: Managed the creation of a “Spend & Redeem” system for onsite product redemption and an automated “Daily Discover” population for new vendor items.
Phase 3: Marketplace Ecosystem & Optimization
Period: September 2020 – 31 Dec 2020
Summary: Oversaw the transition into a Marketplace ecosystem, focusing on refining the foundation and resolving complex bugs across three existing frameworks.
Key Deliverables: Refined the purchasing logic for multi-variant products and integrated a merchant-customer chat system into the Seller Centre.
Logistics: Collaborated with developers to implement fulfillment features allowing vendors to arrange parcel deliveries directly.