Revolutionizing the partner experience for Careem, the pioneering SuperApp in the Middle East, the Careem Business Suite emerged as a game-changing solution. This case study explores the transformation of managing partners and developer interactions by consolidating numerous tools into a unified, user-friendly portal. The journey entailed overcoming technical constraints and adapting to responsive web design, resulting in a groundbreaking proof of concept.

Careem, a trailblazing SuperApp, offered a range of services, including ride-hailing, food and package delivery, and payment solutions. With multiple functionalities and options, the platform catered to a diverse set of user needs. However, this complexity also extended behind the scenes, where various tools and applications were in place to support the seamless functioning of the SuperApp.

Managing the vast network of services provided by Careem's partners, which included restaurants, shops, transportation companies, and delivery services, presented a considerable challenge. Each partner needed specialized tools to set up menus, track orders, manage promotions, and execute their services efficiently. This led to a fragmented ecosystem of tools, portals, spreadsheets, and applications, making onboarding a nightmare for new partners and causing inefficiencies for existing ones.

Recognizing the need to simplify partner interactions and enhance the onboarding process, the Careem team envisioned a holistic solution—the Careem Business Suite. This ambitious project aimed to bring all partner tools into one comprehensive portal, creating a unified and user-friendly experience for both partners and Careem employees.

The need to streamline partner interactions was imperative to deliver a seamless and exceptional experience for all stakeholders involved.

For Partners: Careem partners, especially larger entities, had their own established systems and processes. Forcing them to adapt to a completely new tool would be impractical and inefficient. Therefore, the Developer Console was a crucial component of the Business Suite. It enabled partners to integrate their existing systems with the Careem SuperApp seamlessly. The redesign of the Developer Console aimed to consolidate the process, simplifying the management of permissions, setting up sandbox and production environments, and generating credentials—all through a single, intuitive interface.

For Careem Employees: Managing partner onboarding and information updates was a cumbersome task involving multiple tools and manual data entry. The Partner Management tool needed a complete overhaul to streamline this process and make it more efficient. The goal was to condense adding new partners into one flow, eliminating the need for IT support for access management, and introducing the ability to edit partner details—a previously challenging task.

The success of the project hinged on a carefully crafted design process that involved meticulous planning and a Proof of Concept (POC) approach to garner stakeholder buy-in. To ensure a smooth implementation, two crucial tools were identified for redesign: the Developer Console and Partner Management.

The Developer Console was instrumental in fostering partnerships with a wide array of businesses. It allowed partners to integrate their own systems with Careem's SuperApp seamlessly. However, the existing setup was highly fragmented, involving multiple tools and applications scattered across the organization. Managing permissions, setting up sandbox and production environments, and generating credentials required interacting with different interfaces and contacting Careem employees for support. This lack of self-service was a significant pain point for partners.

The redesigned Developer Console aimed to consolidate all functionalities into a single, intuitive interface. By collaborating closely with developers and understanding the technical limitations, the design team crafted an efficient, user-friendly solution. The new console empowered partners to manage their integrations independently, promoting self-service and reducing dependence on Careem employees for routine tasks.

Adding and managing partners within the Careem ecosystem was a critical aspect of the SuperApp's success. The existing process was convoluted, involving multiple tools and manual data entry, leading to errors and inefficiencies. Additionally, partner access management required coordination with IT support, causing delays and hindered progress.

The redesigned Partner Management aimed to streamline the entire process into a single flow. The design team introduced a user-friendly interface to add new partners and manage their details effortlessly. Moreover, the ability to edit partner details—a previously daunting task—was now seamlessly integrated into the system, eliminating the need for complex backend interventions.

The primary challenge in this project was dealing with a diverse set of tools and applications that had accumulated over time. The Careem team had to navigate the complexities of different systems, functions, and processes and identify ways to consolidate them effectively.

Overcoming technical constraints was another major hurdle. While the goal was to create an all-encompassing Business Suite, the POC approach necessitated prioritizing achievable solutions in a reasonable time frame. Balancing the scope and managing stakeholders' expectations required careful communication and collaboration.

As the Careem SuperApp introduced a new Design System, incorporating elements for the web became a priority. The Careem Business Suite, being a web application, required its own set of elements and components that adhered to responsive web design (RWD) principles.

Creating a consistent user experience across various screen sizes and devices demanded meticulous planning and adaptability. The design team worked closely with the developers and product team to create new elements, components, tokens, and states that not only aligned with the Careem SuperApp experience but also catered to the unique context of the Business Suite's use.

The Careem Business Suite presented a remarkable transformation of partner management within the SuperApp ecosystem. By consolidating multiple tools into a user-friendly portal, Careem revolutionized partner interactions and streamlined onboarding processes. The Proof of Concept demonstrated the viability of the unified Business Suite and set the stage for a phased migration of all partner tools and features.

The success of this project highlighted the value of an iterative design process, effective collaboration with developers, and a thoughtful approach to tackle complex challenges. The Careem Business Suite now stands as a testament to the power of user-centric design and the relentless pursuit of creating seamless, efficient, and transformative digital product experiences.