Research shows that well designed e-commerce platform increase customer retention by 40%. This design aims to leverage this trend

Project Type: end to end cross-platform design

Role: Lead Product Designer

Industry: E-Commerce

Tool: Figma, Figjam, Google Suite, Pluggins

Duration: 3 Weeks

Project Overview

Sundryagro is an online shopping base platform where users can order for their groceries products

Sundryagro has personal shoppers that help buyers get their products within selected state where the e-commerce company operate in Nigeria

Sundryagro has been running their products on no-code website that has been customized already, has the company grows the founder demands a proper built in website and mobile app for the company

Adults between 24-65, who are busy and finds it difficult to go to the market to buy things

We want to make shopping seamless for users who loves to shop online

Research And Ideation

Kenny is a young beautiful Nigerian woman, who lives in Lagos she is 35 years old with a family of two, she is frontend developer, and a caring wife and mother who prioritizes buying fresh farm food over stale ones for her family, but unfortunately, she is always having short time to go to market due to her work nature.

Kenny said

"How can I restock my groceries quickly, at the comfort of my home"

Time Constraints for Grocery Shopping

Kenny’s busy work schedule as a frontend developer leaves her with little time to visit the market regularly. She struggles to find a convenient way to buy fresh farm food without disrupting her workflow or family time.

Limited Access to Fresh Farm Produce

Due to her tight schedule, she often ends up buying groceries from nearby stores that may not always have fresh farm produce. She worries about the quality and nutritional value of food when she can't personally select it.

After the research I decided to bring out my user's need which was derived from the pain point. I conducted quantitative research on our target users from age 24-65 and they have similar experience just like kenny.

She needs a convenient way to buy fresh farm produce without visiting the market frequently.

She needs a platform she can trust to provide high-quality, fresh food.

She needs a time-efficient shopping experience that fits into her busy schedule.

Based on the research, I brainstorm and propose possible solutions that address the user’s pain points and meet their needs.

A mobile app or web platform that allows Kenny to quickly shop and delivers farm-fresh food directly to her home.

A subscription service that ensures weekly delivery of fresh farm produce.

A feature that allows her to pre-order groceries and pick them up quickly without waiting.

Design Process

With the research insights in mind, I began the wireframing process to map out the user journey. I mapped out how Kenny would interact with the app from start to finish. This ensures a smooth and intuitive experience.

To translate our research insights into a structured user experience, I began with low-fidelity wireframes. These simple, skeletal layouts helped us quickly visualize the platform’s structure, ensuring a logical and intuitive user journey from landing on the app to completing an order.

After refining the low-fidelity wireframes and validating the core user flows, I moved into the high-fidelity design phase. This stage focused on translating the wireframes into polished, visually engaging interfaces while maintaining clarity and usability.

With the high-fidelity designs finalized, I moved into the interactive prototyping phase to bring the user experience to life. This step allowed us to simulate real interactions, ensuring the platform felt intuitive before development.

What Works

To effectively solve user pain points and create a seamless experience, the following strategies work well:

- Application is available on Webapp {Desktop & Mobile responsive}

- Application is available on mobile app {Andriod & IOS}

- Smart search bar with auto-suggestions and filters

- Easy-to-browse categories (e.g., fruits, dairy, snacks)

- Quick access to favorites & past purchases

We realized that a lot of users were having signing up issues due to long process.

Only 50% of users completed a purchase, due to long check out process

There were technical issues because the platform was operating Wordpress powered by Woocommerce, as company grows there is demand for proper built in website

The currently website is not aesthetically pleasing and this as affected users retention

Cut down sign up to one process

Post-redesign, we expect completion rates to rise to 75%, increasing monthly sales. The check out process is cut down to one.

The company has a functional mobile and web app which can accommodate large users.

The challenge is to improve the app’s conversion rate, to achieve this the app aesthetic and functionality was improved

What Didn't Work

Users wants are numerous, we couldn't fix everything our users demanded for. What we couldn't resolve now is:

❌ We intend to allow users to schedule delivery but this didn't work in this phase, we shifted it to secod phase. We need to study our users to see how seamless the check out is for now

What I Learned

Users prioritize speed and convenience, they want to find items quickly and check out with minimal effort. Also, Many users prefer a familiar shopping experience (e.g., categorized navigation, search filters, and easy reordering).

Thank you for your interest in my work

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