Context
Redesigned Amway Thailand's product discovery journey across Search, Product Pages (PLPs + PDPs), and Navigation. Focused on improving usability, accessibility, and business flexibility through a frontend-backend integrated UX approach.
[This project is based on my work for Amway Thailand. All views and designs shared here are my own and do not reflect confidential business information]
Role
UX Designer, UX Researcher - Product Pod
Timeline
1 month | March 2023 - March 2024
Team
1 PM, 12 Developers, 3 Designers
Platform
Web responsive (B2C)
Design Process
Research & Discovery
I led user research for Search including benchmarking and analysing stakeholder interviews. For PDP, PLPs, I built on earlier research and contextualized findings for Thai users.
Continuous Iteration
Design and testing ran in parallel. I balanced future sprint work while incorporating live insights and aligning design intent with evolving business priorities.
Usability Testing
We invited beta users to test early designs, where I created test scenarios, observed behavior, and noted pain points. Their feedback helped shape design direction sprint-by-sprint.
User Flows & Edge Cases
I created detailed UX flows covering complex product logic - stock status, price visibility, multilingual support - ensuring the frontend and back-office UX worked seamlessly together.
And the first step was to understand who are we designing for
Amway focuses on two key users
Amway Customers
Who purchases Amway products
Amway Business Owners (ABOs)
Who builds businesses by selling Amway products
User Interviews
As a part of User Research, our primary method was to conduct User Interviews. It was done by our in-house expert researchers.
Heuristic Analysis
We decided to look inwards & see what's missing in the existing experience. We achieved this by analysing Amway Thailand's current experience with 10 Heuristic principles of UX.
Categorisation needs a refresh , as it lacks proper product grouping and clear hierarchy for important information.
Value discovery is limited as the current search can't identify user intent, context, or keyword synonyms to deliver personalised results.
Inconsistent visual hierarchy exists across the storefront
Lacks essential features like Wishlist/ Save for later capabilities, Category-specific filters, Product Recommender, etc.
Problem Statement
Amway Thailand's digital storefront posed serious friction across key discovery and browsing journeys.The existing experience suffered from fragmented categorization, unintelligent search, and inconsistent visual hierarchy - making it difficult for customers to find the right products and for business owners (ABOs) to support their downlines effectively. Essential features like wishlist, contextual filtering, or semantic recognition were missing. Additionally, backend-driven use cases like stock availability and language-specific pricing lacked proper front-end visibility, eroding user trust. A unified, scalable, and role-aware UX solutionwas urgently needed.
Key UX Solutions
Semantic Search with Smart Filters
Implemented a semantic search experience by configuring backend logic to handle synonyms, spelling variations, and user intent.
On the frontend, I designed a responsive interface with:
- Quick filters in the form of pill-shaped components on the search results page (SRP) for popular categories.
- Advanced filters supporting detailed refinement across categories, solutions, and brands - structured to mimic intuitive navigation.
- Placeholder text in the search bar using market-recommended keywords to help guide users from their first interaction.
Redesigned Product Listing & Detail Pages (PLP/PDP)
Enhanced the card UX for PLPs to improve visual clarity, product comparison, and CTA visibility.
Key design improvements:
- Optimized card density to show more products per fold.
- Applied accessibility standards (contrast, spacing, and hierarchy).
- Supported stock-unavailable scenarios with meaningful messaging and visual cues.
Solution-Based Categorization for Navigation
Replaced the traditional product hierarchy with user-centered categories aligned to user goals (e.g., "Anti-Ageing" vs. "Serums"). This made navigation faster for new customers and easier for ABOs to guide their downlines.
Backend-Driven UX Edge Case Handling
Collaborated with backend teams to design for real-world scenarios like:
- Dynamic stock status (in stock, out of stock, limited stock)
- Semantic search set up
- Back Office configuration support without breaking UX
The frontend was structured to adapt based on these backend inputs without degrading user experience.
Outcomes
• Redesigned search, PLP, and PDP experiences across Amway Thailand’s storefront, directly reducing friction in the product discovery journey for both customers and ABOs
• Solution-based navigation replaced a rigid product hierarchy — early usability testing showed users located target products faster with fewer taps and less backtracking
• Backend-driven edge case design (stock states, multilingual pricing, back-office config) eliminated UX breakdowns that had previously eroded user trust
• Accessibility improvements across card components resulted in a more consistent, scannable experience aligned to WCAG standards
• Delivered across 4 concurrent sprint cycles, balancing live usability insights with forward design work — shipped without rework delays
Key Learning
• Flexibility isn't always experienced as an upgrade - earning users' trust in a new system means designing around the mental models they actually have, not the ones a spec assumes
• Complex AI outputs need transparent, explainable UI layers
• Testing early helped reduce rework and align teams faster
