In the last 5 years ecommerce is thriving in the MENA region and especially Saudi Arabia, and considering the 2030 Saudi vision. There's a huge amount of money and investment for companies and infrastructure which make it promising for high range of businesses planning to show up in MENA region. People are competing to start their small and medium size business online and need usable, affordable and easy way to make it happen.

There are tons of ways to create an ecommerce website, none of them are easy enough for normal people. they need a local, affordable and easy way to launch their own business online, and what people are frustrated about in this whole thing makes it clear that nobody has solved this equation completely yet.

The goal was to find the pain points people have in real life and in competitors apps and create usable and accessible user interface that solves their problems.

The business wanted to take a huge part of this growing pie in the MENA region lastly and firstly in Saudi Arabia by taking the current opportunity that all competitors are just starting and none of them is huge or mature enough. working on serving the main tasks users need in a usable way with local features and services.

The business needed their mobile app and website to reach an impact outperforms all major competitors
- Less bounce rate
- High conversion rate
- Low learning curve

Where competitors stand in the market and how are they performing? These questions were highly important to answer. finding the gaps they left could make us understand where we should stand and which opportunities we can take. So I started researching and here's what I found

When I first entered the challenge of designing this product. Part of it was understanding key business knowledge through the iterative meetings I was conducting and through research, but I had to ask about whether there's any artifacts or documents at hand. and there were some wireframes featuring main flows, but there's no product launched and the designer who designed it is gone, I worked on improving it in some ways based on assumptions and then test it with users.

Testing early on main flows to answer the question of what is the best way to approach users problems

- Gender: 3 males
- Age: ranging from 20 to 24 Yrs old
- Duration: 25 mins average

As this was the main flow where users are supposed to add products, one of the tasks I asked users to conduct, and I got an insight that says 75% has not noticed the upper tabs and that led to drastic change. for more about the findings, View on Notion

People working in this type of products need fast workflow, low learning curve, consistency and accessibility. To make their lives easier we had to think about possibilities of reaching this goal.

Ideating different solutions, and based on usability testing I got an insight that 2 of the 3 participants didn't notice the upper tabs, so I chose the 2nd solution, going in this process back and forth helped me in drawing the bigger picture of users' pain points and how to address them the right and usable way.

There's actually an iterative communication between me and the team, to make sure all of us are aligned with same idea heading towards the same goal with user and business objective in mind.

Final solutions I reached with the data at hand

Building components as I go helped me in scaling the project and communicating to developers fast and quick.

Picking colors suitable to the project, based on its identity and accessibility reasons

Building a robust typographic scale to design legible fonts.

Typography

Icons is the main visual element that triggers, indicates, and visualize what we want the user to know in a visual and interactive way.

Representing the brand and communicating the message is what an illustration do greatly.

Putting all of this together.

Depending on the analytics and numbers that will reveal after launching the web app. We'll take an action upon it. to continue building and improving on real contextual data.

Designing website and mobile for an ecommerce platform is highly overwhelming and extensive especially when you're a solo designer, but luckily I had separate timing in a 6 month to do that.

I guess I could have paid more attention to research, I should have documented the design system in a better way. I could have been more engaged in company policy and be a game changer in some cases. and lastly I could have organized it better than that.