UX Design | September 2025Chow Tai Fook Jewellery
The current CTF app is a loyalty membership app that is elevating the experience through this E-commerce app revamp. The project scope is split into 3 batches of wireframes during the UX phase, working with UI simultaneously with the overall lens to design for purposeful, conversion-driven journeys that feel smooth and frictionless mainly for existing members.
User Goals & Motivation
Shopping Experience to drive conversions, stay updated in new launches, shop with ease, and personalized picks
Membership & Loyalty to redeem rewards and enjoy benefits of tier, renewal perks and ongoing promotions
Brands & Collection to discover and spotlight heritage series, and join the moment by shopping curated drops and tier-gated/early access events
Wireframe Process
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Let users discover products with in-store member QR behaviour
ScopeHome & Shop: collections and promos landing pages
Product Browsing: built flexible templates by category, collection, and campaign
Search & Discovery: added wishlist and recommendation module showing recently viewed and similar items
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Enable checkout and turn rewards into an engagement engine.
Scope
Streamlined checkout: Designed the full flow from cart to payment, including applying promo codes and setting up special offers like "Gift with Purchase."
Smarter rewards hub: Transformed the "Rewards" section from just viewing points into a place to earn and use them (mission & quizzes)
Helpful notifications and nudges: built behavioral notifications for things like abandoned carts, price drops on saved items
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Add high-value programs and journeys that deepen loyalty.
Scope
CTF Reserve Jewellery Club: Redesigned the entire club experience—from joining and application to showcasing member privileges and reward redemption—creating a clear "home" for VIP benefits.
Getting to Know Our Members Better: a hub where users could control their notifications and tell us more about their style and preferences.
