Shop smarter, faster, and easier with Grabby. Seamless shopping at your fingertips anytime, anywhere.
Client
Grabby
Industry
E-commerce
Platform
iOS & Android
Project Overview
Grabby is a mobile-first e-commerce app designed to simplify and modernize the online shopping experience. The project aimed to create an intuitive platform that allows users to discover products, browse categories, place bids, and complete purchases with ease and convenience.
The app focuses on user experience with features like smart search functionality, organized product listings, secure bidding system, and real-time bid tracking. The design prioritizes clarity and accessibility, ensuring users can navigate and complete their shopping journey efficiently.
This case study covers the end-to-end UX/UI design process, from user research and wireframing to prototyping and final visual design, with a strong emphasis on mobile responsiveness and user-centered design principles.
My Role
Lead UX/UI Designer
Tools Used
My Responsibilities
- UX Researcher
- UX Designer
- UX Writer
- UI Designer
- Brand Identity Designer
Problem Statement
Many online shoppers struggle to find a reliable and user-friendly e‑commerce app that offers a seamless shopping experience, with clear product listings and an easy checkout process. Additionally, many users are hesitant to bid on items online, as they may not understand the bidding process or be unsure of its reliability.
Possible Solution
The "Grabby" app offers a user-friendly and reliable platform for a seamless shopping experience, featuring clear search and well-organized product listings, and a streamlined checkout process with clear steps.
For bidding, it provides clear explanations, bid tracking, and security measures to ensure reliability and trustworthiness.
The app is designed to be accessible to all users, including features like screen reader support and high-contrast modes.
The app solves issues of unreliable e-commerce platforms, provides a trustworthy bidding system, and its accessibility features make it valuable for all users.
Design Thinking Process
The design thinking process for the e-commerce app focused on understanding users' needs and pain points, ideating possible solutions, prototyping and testing those solutions, and refining the app based on user feedback. The result is a user-friendly and reliable app that addresses users' concerns and provides a seamless shopping experience.
Empathize
- User Research
- User Interview
- Competitor Analysis
Define
- User Persona
- User Journey Map
- Goal Statement
- Empathy Map
Ideate
- Brainstorming
- User Flow
Design
- Paper Wireframes
- Visual Design
- Prototype
Test
- Check Usability
- Survey Insight
- Improvements
Empathize
- User Research
- User Interview
- Competitor Analysis
Define
- User Persona
- User Journey Map
- Goal Statement
- Empathy Map
Ideate
- Brainstorming
- User Flow
Design
- Paper Wireframes
- Visual Design
- Prototype
Test
- Check Usability
- Survey Insight
- Improvements
Project Timeline
Empathize Phase
Qualitative Research
In this study, 10 respondents between the ages of 18–55 were interviewed using Google Meet, Zoom, Webex and other social media conference platforms to gather their feedback and thoughts on competitors. The interviews yielded several key themes related to the app's user experience, functionality, and design.
Interview Questions
What are your current online shopping habits? How often do you shop online?
What do you find frustrating about shopping online?
What would you consider to be the most important features of an e-commerce app?
How do you typically search for products online?
What motivates you to purchase products online?
Have you used any e-commerce apps in the past? If so, what did you like or dislike about them?
What payment methods do you prefer when shopping online?
How do you typically track your orders once you've made a purchase online?
How important is it to you to have access to customer reviews and ratings when shopping online?
How likely are you to recommend an e-commerce app to a friend or family member?
Key Insight Derived
User-friendliness is a critical factor for a successful e-commerce app, with users expecting clear navigation, search functions, and a straightforward checkout process.
Trust and security are important concerns for users, with a reliable payment system and clear explanations of the bidding process needed to inspire confidence.
The visual design of the app is an important factor in user experience, with users preferring a clean, modern look and clear product images and descriptions.
Accessibility features, such as screen reader support and high-contrast modes, are important to users of all ages and abilities.
User reviews and ratings are highly valued by users, with many relying on them to make purchase decisions.
A seamless tracking system for orders is expected by users, with regular updates on the status of orders and estimated delivery times.
Convenience and efficiency are major motivators for online shopping, with users looking for an easy and hassle-free shopping experience.
Mobile optimization is crucial for an e-commerce app, with many users preferring to shop on their mobile devices.
Personalization and recommendation features can enhance the user experience, with users looking for customized recommendations based on their browsing and purchase history.
Competitive Audit
After conducting our research, we identified several direct competitors for Grabby in the market. To gain a better understanding of the competition, we selected three established competitors and conducted a review of their strengths and weaknesses. By analyzing this data, we aim to identify opportunities for improving Grabby's functionality and performance in the market.
| Brands | Strengths | Weaknesses |
|---|---|---|
 |
|
|
 |
|
|
User Persona
Creating personas is crucial for the success of a product as they help guide design decisions by prioritizing common user needs during the planning phase before actual design work begins. Personas enable the product team to develop a collective understanding of user goals and capabilities, which aids in creating a user-centric design. By creating personas, the team can better empathize with users and design a product that caters to their needs, leading to higher user satisfaction and success of the product.
Age:
Family:
Location:
Education:
Occupation:
Favorite Apps:
29
Married
Abuja, Nigeria
Benue State University
Business Analyst
Jumia, Konga
Bio
Samuel is an Abuja based Business Analyst. He is a blogger that loves surfing the internet. He values time a lot and prefers shopping items online for ease and comfort and the ability to see varieties of products at a go.
Goals
- Buy goods online conveniently from the comfort of your home.
- Time management and ease of delivery.
Frustrations
- Faulty payment gateways.
- Limited payment options.
- Lack of quality items being delivered.
- Delayed delivery.
Motivations
Age:
Family:
Location:
Education:
Occupation:
Favorite Apps:
27
Single
Lagos, Nigeria
FUNAAB, Abeokuta
Technical Innovation Specialist
Jumia
Bio
Omolara is a Lagos based Technical Innovation Specialist and works on the busy part of the state (Victoria Island). Due to distance of shopping malls, she prefers to buy her essential items online.
Goals
- Price range.
- Diversity of brands.
- Availability of goods.
Frustrations
- Item ordered doesn't match description.
- Delayed delivery.
- App is not user friendly and too slow.
Motivations
Empathy Mapping
Says
- •Availability of bidding system.
- •Online shopping is fast and reliable.
- •Sometimes the items advertised online are not what was delivered
- •Delayed delivery
- •One should be able to return item with ease.
Thinks
- •Verification of product quality can be challenging.
- •Ensuring payment details are safe and secure.
- •Too many congestion of items on a page.
- •You get to see what you want to buy live when you shop in store.
Does
- •Often check product details before purchase.
- •Search for items needed.
- •Having varieties of option to choose from is a plus.
- •Having to save payment details to use for subsequent transactions.
Feels
- •Lack of reviews can be offsetting.
- •Feels bad because they can't get to bid for items.
- •Dispute between customers and vendors are often not resolved.
- •The comfort that comes with shopping online in comfort of my home is why i like online shopping.
Pain Points
Pain Points
Pain point 1
Confusing or cluttered navigation, making it difficult for users to find what they are looking for.
Pain point 2
Lack of trust in the payment system or uncertainty about the bidding process, leading to hesitation in making purchases or bids.
Pain point 3
Difficulty in tracking orders or obtaining updates on the status of their purchases.
Pain point 4
Inadequate customer support, making it difficult for users to get help or resolve issues with their orders.
Pain point 5
Lack of detailed product information or unclear product images, leading to uncertainty about the quality or suitability of the product.
Pain point 6
Limited payment options, making it difficult for some users to complete their purchases.
User Task Flow
The Process of users take to purchase item on Grabby
High Fidelity Wireframes
Visual Style Used
Font Used
Poppins is a versatile, modern sans-serif font designed by Ninad Kale and released by the Google Fonts team. It has a tall x-height for improved legibility and comes in nine weights with matching italics. Poppins' clean and contemporary look makes it a popular choice for a range of designs, from branding to advertising.
Colours Used
Logo & Icons
High Fidelity Prototype
Lessons & Next Steps
Lessons Learned
The success of any project relies heavily on understanding the brief and conducting thorough user research. This is crucial in identifying user pain points and designing appropriate solutions that address these problems effectively. In the case of product design, this process is iterative and nonlinear, which means that it requires continuous research, ideation, and testing to ensure that the final product is a good fit for its intended users.
The design thinking process is integral in the development of any product, and it involves empathizing with the user, defining the problem, ideating potential solutions, prototyping, and testing. This iterative approach allows for constant improvement and refinement of the product, ensuring that it meets user needs and expectations.
As part of a product design team, collaboration and effective communication are essential to building a successful product. Working together, team members can leverage their unique skills and expertise to solve complex problems and create a product that meets the needs of its users.
In summary, by following the design thinking process, conducting proper user research, and working collaboratively as a team, product designers can develop solutions that address user problems effectively and deliver a product that meets user needs and expectations.
Next Steps
To ensure that the e-commerce app I designed meets the needs of users, we plan to conduct more user research and usability testing. This will help me to identify user pain points and areas for improvement in the app. I believe that by continuously iterating on the product, I can provide the best possible experience for users.
To bring my app to life, I intend to work closely with developers who will help me to build and launch the product. Collaborating with developers is essential to ensure that the app is developed in a way that aligns with my design vision and meets the needs of my target users.
I also recognize that the e-commerce landscape is constantly evolving, and I must remain adaptable and responsive to changes in user behavior and preferences. As such, I will continue to research and monitor industry trends and emerging technologies to ensure that my app remains relevant and competitive in the market.
In summary, I plan to conduct more user research and usability testing, collaborate with developers to build the app, and remain adaptable to changes in the e-commerce landscape to deliver the best possible experience for my users.
Email: Olayinkaazees93@gmail.com
Contact: +447867270582