LEE SERIE

Overview

The project began in 2024 as LeeRich, a beauty-focused e-commerce platform created to make product discovery and online shopping more accessible for customers in Cambodia.

neWwave initially supported the brand through the UX/UI design and development of its mobile and web experiences. The first version focused on simplifying the complete shopping journey, from onboarding and product discovery to checkout, payment, and order tracking.

As the business continued to grow, LeeRich evolved into LEE SERIE. What started as a four-week e-commerce build became a long-term partnership focused on improving the platform, expanding its capabilities, and creating a stronger digital foundation for future growth.

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From LeeRich to LEE SERIE

The transition from LeeRich to LEE SERIE represented more than a name change. It marked the brand’s growth from an early online beauty store into a broader and more scalable retail platform.

The original product established the essential digital shopping experience, including user registration, product categories, search and filtering, promotions, wallet management, order placement, and account settings.

As LEE SERIE’s operations and customer needs expanded, neWwave continued working alongside the team to improve the platform and introduce more advanced e-commerce capabilities.

This ongoing collaboration has allowed the digital product to evolve together with the business instead of remaining limited to its initial launch version.

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Our Role in Bringing LEE SERIE to Life

neWwave has supported LEE SERIE throughout its digital evolution, beginning with the original LeeRich mobile and web platform and continuing through the brand’s expansion into a more complete e-commerce ecosystem.

Our work has covered UX/UI design, mobile and web development, product discovery, customer onboarding, cart and checkout flows, payment options, promotions, order management, wishlists, loyalty experiences, notifications, and ongoing platform improvements.

By working as a long-term digital partner, neWwave has been able to continuously adapt the product as LEE SERIE’s business, customers, and operational requirements have grown.

Features We Engineered

• Customer Onboarding & Account System
• Product Catalogue & Category Management
• Search, Filter & Product Discovery
• Promotion & Discount Management
• Shopping Cart & Checkout Flow
• Wallet & Payment Management
• Order Placement & Tracking
• Wishlist & Loyalty Experience
• Customer Notification System
• Profile & Preference Management
• Mobile & Web Shopping Experience
• Scalable E-Commerce Platform Structure

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Mobile App Experience

The mobile experience was designed to make online shopping simple and convenient for everyday users.

Customers can create an account, browse product categories, discover promotions, search and filter products, manage their carts, complete purchases, and follow their order progress from one connected experience.

Clear navigation, accessible layouts, and streamlined workflows help customers move from product discovery to checkout with fewer unnecessary steps.

Web App Experience

The web platform provides customers with another convenient way to browse and purchase products while supporting LEE SERIE’s wider digital presence.

The experience includes featured products and promotions, detailed product pages, wallet and payment management, notifications, customer profiles, account settings, brand information, and customer testimonials.

Both the mobile and web experiences were designed to remain visually consistent while supporting the different ways customers choose to shop.

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Long-Term Partnership

LEE SERIE is one of neWwave’s long-term partners.

The relationship began with the delivery of the original LeeRich platform and has continued as the brand has expanded, rebranded, and strengthened its e-commerce operations.

Rather than treating the project as a one-time build, neWwave continues to support LEE SERIE through product improvements, new features, technical updates, and digital growth initiatives.

This partnership allows both teams to continuously improve the customer experience while preparing the platform for future expansion.

Impact and Results

The first LeeRich e-commerce experience was delivered within four weeks, giving the business a functional mobile and web foundation for online shopping.

Since then, the platform has continued evolving under the LEE SERIE brand, with expanded features and a stronger structure for managing customers, products, payments, promotions, and orders.

The project has helped LEE SERIE move beyond a basic online catalogue and establish a more connected retail experience built around convenience, engagement, and long-term customer relationships.

Why This Project Matters to neWwave

LEE SERIE represents more than an e-commerce development project. It reflects how neWwave supports businesses across different stages of digital growth.

We helped establish the original LeeRich platform, supported its transition into LEE SERIE, and continue working with the team as the business and product evolve.

This project demonstrates neWwave’s ability to move beyond initial product delivery and become a long-term technology partner—helping clients improve, scale, and adapt their platforms as new business opportunities emerge.

For neWwave, LEE SERIE represents the type of partnership we aim to build: collaborative, trusted, continuously evolving, and focused on sustainable digital growth.