Customer Experience (Cx)


Strategy and Consulting


Digi Telecommunications is part of Telenor Group, a sixteen billion dollar Norwegian giant. It is one of the largest mobile service providers in Malaysia with more than fourteen million subscribers. In May 1995, Digi became the first telco in Malaysia to launch and operate a fully digital cellular network.


Digi Telecommunications sought new commerce solutions to power new business growth and to integrate both digital and physical channels, providing a seamless omnichannel experience.


A solution that could accommodate new commerce capabilities, new channels, and new volume growth. Deliver a unified catalog with enriched product information that enabled product bundling. Simplify and consolidate content and commerce capabilities across channels.


Digi was facing a decrease in revenue due to non-bundled voice and data plans. Their siloed channels resulted in a fragmented view of the customer and their shopping behavior.

Engagement Objectives

It was a priority to build a commerce platform that delivered an exceptional customer experience. Laying a foundation that enabled Digi to simplify its content and commerce capabilities across channels was also critical.

Digi sought to modernize, simplify, and swap its legacy content and commerce platform to deliver a consistent and unified experience to customers.

Mobile-First Approach

BORN took a mobile-first approach for effective responsive delivery of product, inspiration, and brand content to ensure users enjoyed the same experience no matter which device they were using.

Minimizing Costs

Throughout the build, we stuck to the goal of minimizing costs through fewer customizations and providing an integrated solution across content, creative, commerce, and SEO analytics.

Solution Overview

Our solution involved a headless commerce architecture aligned to ODA architecture, with Magento 2 as the common commerce platform and a Drupal-based web solution on top. One of the hallmarks of the solution was its three-dimensional stability and unified catalog, allowing new commerce capabilities, new channels, and volume growth with a clear and consistent structure.


Over 3.5 million registered users across digital channels in 8 months since launch. There was a 150% increase in transactions on the site, along with a 300% increase in conversion rate, a 10% increase in average order value, and a 30% reduction in bounce rate. 100% inventory was sold during the new iPhone and Note 10 preorder.


Digi saw a 50% reduction in customer issues with transaction volume increased by 20%, 60% of APIs reused across channels, 40% reduction in time to market, and an NPS score of 100 and quarterly CSAT receiving a 10/10.