CafeBazaar

Project Overview

Company: CafeBazaar
Timeline: Sep 2020
Role: Lead UX Designer, UX Researcher

Cafe Bazaar is an alternative Android marketplace for Persian speakers. In 2018, over 1.6 billion apps were downloaded or updated from the platform.

Background

Cafe Bazaar had to rewrite most of its codebase due to Android’s deadline for upgrading the target API.

Development challenges

• Inconsistency of the App’s components

• Lack of design documentation

Design process

I followed the steps to gather users’ pain points to align them with business goals.

Analyse user data

I worked directly with the product manager to find user pain points by tracking user interaction data.

Issues

• Several Findability issues

• Navigation loopholes and redundant paths

• Users struggled with finding the App/Game category starting point.

Recommendation

• Separate apps and games

• Reduce navigation efforts

• Add more lists of content on the homepage

Design flaws

I conduct a heuristic evaluation to identify the visual design and accessibility problems.

Issues

• Multiple accessibility issues

• Old-fashioned icons and visuals

• Confusing Interactions of links & buttons

• Unclear & inconsistent communication language

Recommendation

• Improve the usability of the application

• Improve the accessibility of the application

• Design new icons and visuals

• Create a design system

Ideate

I hold an ideation session with the team and stakeholders to ideate the solution. Then conclude the action plan with the product manager.

Problem
How might we improve the usability of Cafe Bazaar with a more desirable and inclusive design?

Solution

Redesign Cafe Bazaar, improving the visual design while incorporating usability and accessibility best practices.

Design

To establish an optimum workflow between design and development, I used Zeplin as a design handoff and design documentation tool.

Test

I planned and conducted multiple usability studies in-house and as guerrilla usability testing.

• Usability testing (old design)

• Usability testing (new design prototypes)

• Usability testing (new design)

Test

The new App was steadily rolled out to public users. We got impressive feedback and notable improvements in product and business metrics.

• NPS Score grew by 32% after a month

• The average monthly retention rate increased by 20% after three months

• Expected the impact on over a million vision and motor impairment users

• Foundation for future design & development