role
UX designer
type
E-commerce, Consumer
MY CONTRIBUTION
I designed MMTC-PAMP’s end-to-end shopping journey, from search and product discovery to cart, checkout, and order tracking, and co-designed the full design system with another designer. I translated research insights into designs with researchers and partnered with Product and Engineering through prototyping, testing, and handoff.
EY x MMTC-PAMP
Redesigning precious metals buying for trust and clarity
Redesigning the purchase flow for trust and clarity for high valued metals
App & Website
·
2022
·
Team: 2 UX Designers (me+1), PM, Engineers, UX Researcher, Client Stakeholders
,
4.5
Overall rating of the website went from 3.9 to 4.5
23%
,
Reduction in abandonment rate
44%
Increased engagement
In the news
APN News - MMTC-PAMP creates holistic digital multi-metal system
Mint - MMTC-PAMP launches digital silver.
Refer karo earn karo - Digital Gold Investment App In India
OVERVIEW
Pre-purchase support contacts were rising
MMTC-PAMP is a joint venture between MMTC Ltd., a Government of India Undertaking, and PAMP SA of Switzerland, a global leader in precious metals refining and fabricating.
MMTC-PAMP enables users, from first-time buyers to seasoned investors, to buy, sell, redeem, and transfer precious metals digitally. For this project, I led the end-to-end design of the buying journey, creating high-fidelity designs and interactive prototypes to ensure a seamless and intuitive experience.
The business goals were clear: Reduce support dependency, increase conversion, and improve satisfaction.
The Design system was handed over to developers on Zeplin for easy management and tracking of tickets, reducing handoff time by 30% - 40%
Grid System
Iconography
KEY LEARNINGS
What this project taught me
Research doesn't tell you what to build—it helps you decide what not to build. Prioritizing
compatibility guidance created a focused, measurable solution instead of a pile of features.
Confidence can be a product metric. Compatibility signals, shipping transparency, and guidance all addressed the same underlying uncertainty.
The best ideas come from collaboration. Cross-functional alignment with marketing, support, and engineering drove the strongest decisions.
Anjali showed strong ownership throughout the MMTC-PAMP project, designing the end-to-end shopping experience and co-designing the full design system with another designer. She worked closely with researchers to translate customer insights into practical design decisions and brought care and consistency to the experience, from product discovery through checkout and order tracking.
She was open to feedback and constructive critique, asked thoughtful questions to understand the reasoning behind suggestions, and followed through with considered revisions. In discussions with Product, Engineering, and client stakeholders, she clearly explained her design rationale while remaining receptive to other perspectives and technical constraints.
Anjali was a dependable collaborator who kept the team informed, delivered on time, and paid attention to the details needed for implementation. Her combination of design craft, responsiveness, and accountability made her a valuable member of the team.
AKASH KACHAWAHA,