The M1 Digital ​Transformation project is a comprehensive frontstage and backstage revamp and major rearchitect of M1 products and service experiences for customers, employees, and agents across Singapore and Malaysia. The end-to-end design interventions aim to enhance efficiency and elevate customer interactions through the main 5 products launched; iBuy™ flow for seamless online ordering experience, CX innovations in physical customer journeys and store spatial design, and the Agent and Sales Console™, designed to support M1’s customer service teams and in-store agents respectively.