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Experience the best of fresh produce, African recipes, and other commodities delivered right to your doorstep within the United Kingdom.

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Lascom Technologies UK Ltd engaged me to craft the mobile and web experience for their e-commerce platform, Everything African - a revolutionary grocery shopping app designed to cater to the specific needs of individuals in the UK seeking high-quality African food items. With a comprehensive selection of authentic ingredients and a user-friendly interface, EA aims to streamline the grocery shopping experience, making it convenient and enjoyable for users across the nation. I was entrusted to deliver a clean, intuitive, and modern design that perfectly aligns with their vision and business objectives.

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Despite the growing popularity of African cuisine in the UK, individuals often face challenges in sourcing authentic African food items. Limited availability in local grocery stores, difficulty in finding specific ingredients, and lack of convenient shopping options hinder the ability of consumers to access the diverse range of African culinary staples. There is a need for a comprehensive and user-friendly platform that offers a comprehensive selection of authentic African food items, coupled with convenient shopping features and community engagement opportunities.

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In my role as lead designer, I established the design vision through comprehensive research and stakeholder interviews. I developed wireframes and prototypes, and spearheaded the UI/UX process to ensure strict adherence to Everything African brand identity. I also collaborated closely with the product manager and development team to maintain precise implementation fidelity.

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To fully grasp Everything African's vision, I conducted in-depth research into their brand, competitors, and target audience. The objective was to create a harmonious blend of simplicity and sophistication—reminiscent of brands like Amazon, Afrobuy, and some other notable brands in the United Kingdom e-commerce space — while preserving the unique essence of Everything African's identity.

2. Wireframing & Prototyping

Drawing on research insights, I crafted low-fidelity wireframes to outline the structure of key pages such as marketplace, product listings, product detail pages, checkout, user profile, mobile app interfaces, and many more. This phase emphasized organizing content effectively and designing intuitive navigation to ensure clarity and ease of use.

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3. Visual & UI Design

Building on the brand guideline, I created the design style and tokens to help for consistency. Leveraging the wireframes as a foundation, I developed high-fidelity mockups that vividly brought the vision to life. I prioritized a clean, modern aesthetic paired with intuitive interactions, while meticulously selecting the color palette, typography, and imagery to embody professionalism and innovation.

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4. Collaboration with Development

Throughout the course of the design, I collaborated with the product design manager and the dev team, to fine-tune the designs and resolve technical challenges. The feedback from the product manager and the other team was incorporated into the design before a final handover of the project to the developer's team

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The website and the mobile application, now live at everythingafrican.co.uk, successfully achieved its objectives:

A user-centered, and intuitive design that reflects Everything African brand values.

Based on the usability testing, there was an improved in user experience, making it easier for potential collaborators and investors to navigate and engage with the content.

Finally, the Everything African project underscored the value of open communication, iterative refinement, and cultural agility when addressing the unique needs of a diverse marketplace.