MMTC-PAMP
role
UX designer
type
E-commerce, Consumer
EY x MMTC-PAMP
Redesigning the checkout for trust for
high valued metals
UX research, ideation, final designs and prototypes, stakeholder alignment, cross-functional collaboration
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.
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.
This summer I had the pleasure of working directly with Anjali through our Harris Entrepreneurship Program.
Anjali played a critical role in ideating and designing major deliverables for this program. Her ability to quickly analyze and problem-solve in an adaptable way was refreshing to observe. Anjali consistently sought and embraced feedback. This humble approach allowed her to conceptualize and produce user-centered design with tailored depth.
More importantly, Anjali was such a pleasure to be around as she consistently brought positive and enjoyable moments to our culture. Her high-quality work ethic and quick ability to create applicable solutions was impressive. There is no question in my mind that
Anjali will have a major hand in bringing forth new, user-centered designs for substantial impact.
AKASH KACHAWAHA,