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Case Studies

Designing a Mobile App for an E-Grocery Store

Client Name:

My Jam

Principal Designer

Rashid Alowaisheer

CHALLENGES

Distinct Target Audiences

The App needed to serve two primary audience groups: Middle Eastern users seeking familiar groceries and non-Middle Eastern users interested in exploring culturally authentic food. The App needed to balance familiarity and discovery within a single intuitive experience.

PROCESS

Interviews

Discovery Workshop

Market Research

Discovery Document Development

Wireframing

Prototyping

Interviews

Conducted interviews with stakeholders, marketing team members, and social media managers to understand business goals and target audience behavior.

Discovery Workshop

Initiated an interactive discovery process with the entire My Jam team using Figjam.

Market Research

Research was carried out to evaluate common practices in grocery delivery apps and identify areas for improvement.

Discovery Document Development

Created a discovery document based on market research and competitor analysis. Defined key personas and outlined strategic approaches to effectively engage the two main target audiences.

Wireframing

Developed low fidelity wireframes based on research findings to outline core user flows and app structure.

Prototyping

Created interactive prototypes to visualize and test user flows. Finalized high fidelity designs after incorporating feedback and receiving stakeholder approval.

SOLUTIONS

Clear Categorization

Promotional Banners and Themes

Clear Categorization

Organized products into clear and culturally relevant categories to meet the needs of Middle Eastern users seeking specific grocery items.

Promotional Banners and Themes

Leveraged visual design and content strategy through promotional banners and themed pages to educate and attract non Middle Eastern users, making unfamiliar products approachable and increasing user engagement.