Design Thinking / Web Application

SM enables tenants and partners to deliver new online services to mall customers


The SM Malls Online project includes features that help manage the inventory of all store items for mall administrators, tenants, and the digital commerce team. It serves as a support for the SM Malls Online app, which is where customers make their purchases. 


Filipino consumers have already adapted to mobility restrictions brought about by the global health crisis by doing all their shopping online. SM takes the mall experience to the homes of its customers by connecting them to the same, brands, and restaurants in one convenient app: SM Malls Online. Now, they need to ensure that their own tenants and partners are able to serve the needs of the shoppers. SM already had an order fulfillment process in place, but, because of the growing number of online shoppers, they pushed the initiative to develop a business application that will digitize the process and streamline their ordering and fulfilling processes.


Stratpoint collaborated with the SM application development team in building a centralized web application that could handle store inventory and order fulfillment, in relation to customer transactions from the SM Malls Online app. Stratpoint deployed an Agile Development and Design Thinking team to cover the entire software development project from conceptualization, design, implementation, to maintenance.

With a goal to elevate the customer shopping experience, the project started with a design thinking stage to make sure that the application will respond to the needs of the users and differentiate SM from other online shopping services. 

Working closely with SM Mall’s software team, the 2-week design process resulted in the following: identification of target users, journey maps, user interface screens, high-fidelity prototypes, site map, user stories, and the design document, which became input to the development stage of the project.

Going through the design stage allowed SM and Stratpoint to establish a product roadmap, clear project objectives, a better understanding of market needs, and a more accurate estimation of development timelines.


The new SM Malls Online application enables an improved order and fulfillment process, from order acceptance, store notification, picking and packing goods, up to delivery. Through the app, the Operations Administrator tracks the status of each transaction and makes sure customers are served their orders.

The SM Malls Online platform now covers order, fulfillment, and delivery for restaurants, general merchandise, and the SM supermarket of 6 major SM malls, among other features.

The new application enables SM’s tenants and partners to facilitate order processing and distribution efficiently, to serve SM customers satisfactorily, and to create a shopping experience that is superior to the growing online competition. The industry may expect SM to continue working with technology leaders like Stratpoint in order to respond to the growing and changing demands of customers.

Technologies used

  • React.js
  • Flutter
  • Python, Node.js
  • PostgreSQL
  • AWS Services: ECS, Fargate, Lambda, RDS, S3, SES, SNS, SQS, Cloudwatch
  • OneSignal
  • Firebase
Download the SM Malls Online App