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The Silicon Review Asia

Leaders in Designing Successful Digital Experience: Convertium

The Silicon Review
December, 2018

thesiliconreview-gerard-m-c-lim-md-convertium-2018

Since 2001, Convertium has been passionate about creating great user experiences on digital platforms. Convertium is known to build digital platforms that enable successful digital interactions on them. Convertium plans, crafts, and deploys digital content. Its copy team specializes in creating web-optimized content. And its technology team engineers the content management and e-commerce systems that put the content to good use. Convertium designs and builds digital platforms that deliver great user experiences. It increases the frequency, intensity, and duration of interactions with audiences. Be it owned, earned or paid media, the company delivers quantifiable campaign results.

Success Lies in the Passion

Convertium loves all things digital. Their success mantra is simple: to keep the customers happy. It understands that if users are successful and happy with their digital goals and tasks, they will become their customers. These customers, in turn, become advocates for the brands, products,and services. Advocates share with their networks of family and friends about how great the particular company is. And this is why the company fights for the users so that they end up loving the services.

Processes

Planning Phase: Convertium’s work begins with requirements gathering, user and market research, and strategic planning. Once it has a big idea and supporting hypotheses, it begins to design and test the solution.

Design Phase: This is an iterative process, with quick and frequent versioning to explore possibilities. Informal and formal user experience testing is conducted to validate the solution before production.

Production Phase: Detailed blueprints and guidelines drive the efficient development of the solution. User interfaces, content, technology, and marketing are crafted and tested (early and frequently) before launch.

Management Phase: After launch, it tracks performance based on pre-defined KPIs and metrics. Clients can expect continuous improvements as it experiments, evolves, and enhances based on data and feedback.

Convertium’s Clients

Bank of Singapore: BOS is the private banking business of OCBC Bank. Unlike consumer and business banking, the customer acquisition process for private banking requires a vastly different web user experience. Convertium worked with OCBC’s Customer Experience team to focus on what really matters to High Net Worth Individuals across Asia and the Middle East. With this single-minded focus, it succinctly conveys the expertise and gravitas of BOS in a completely redesigned website.

Marina Bay Sands: The Marina Bay Sands integrated resort is one of the world’s most iconic destinations. Convertium is MBS’s digital agency. Its on-going work includes web and UX continuous improvements, plus e-commerce, and digital marketing optimization. Convertium has also been tasked with the revamp of MBS’s brand and loyalty programme websites.

Lexus Asia Pacific: Convertium is the digital agency for Lexus Asia Pacific. It also works with Lexus in Latin America and the Caribbean. Its work includes the creation and optimization of digital experiences, digital innovation, and web operations. In addition, Convertium manages Lexus’s regional digital marketing and social media.

Shangri-La Hotels & Resorts: Shangri-La Hotels & Resorts is a leading luxury hotel group with over 75 establishments worldwide. Convertium revamped all the hotel websites for the group’s three brands – Shangri-La, Traders, and Kerry. Each hotel website embodies a distinctive personality through design and copy. At the same time, interaction consistency was instituted to provide the user with a seamless experience. The enhanced user experience culminates in a new online room reservation workflow. This was redesigned for fast, accurate, and confident online bookings by guests.

Harley-Davidson Asia Pacific:Convertium rides with Harley-Davidson Asia Pacific across 13 markets by supporting it with web operations, marketing campaigns, social media, data analytics, and customer leads management.

Meet the Leader

Gerard M. C. Lim, Managing Director: Gerard founded Convertium in 2001. Prior to that, he served as Singapore General Manager and Marketing Director at Asiacontent.com, publisher of sites like CNET Asia and MTV Asia.

Gerard spent a decade in advertising. Agencies he worked with include Wunderman Cato Johnson, Dentsu Young & Rubicam, The Ball Partnership, and Backer Spielvogel Bates. He was variously a group account director, IT manager, and media planner.

Gerard graduated from the National University of Singapore with a B.A. in Psychology and Political Science. He co-authored a published research on the effects of alcohol on judgment and is still conducting experiments on his friends.

“We fight for the users.”

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