Rethinking the way people in Saudi Arabia do their groceries
A native grocery delivery app built from scratch to modernize shopping in Saudi Arabia. Designed to reflect local behaviors and cultural needs, Mart combines intuitive navigation with practical services like multi-address ordering and out-of-stock management, simplifying daily shopping for a wide demographic.
Client
Mart
Areas
Retail
Cross-platform UX
Design Systems
Services Provided
App Design, Web Design
Tools used
Sketch, Figma
Summary
Mart set out to modernize grocery shopping in Saudi Arabia by digitizing a deeply physical and culturally ingrained process. The goal was to build a native mobile app that not only streamlined the online ordering experience but also respected and adapted to local shopping behaviors. From workshop facilitation to hands-on design execution, my work focused on balancing UX simplicity, cultural relevance, and operational scalability.
Research methods conducted
To design an app that could transform grocery shopping habits in Saudi Arabia, we conducted extensive research to map user behaviors, cultural expectations, and market gaps.
Key findings & Pain points
Our research revealed cultural, behavioral, and operational challenges critical to shaping Mart’s app experience. Understanding these patterns allowed us to design flows and features directly aligned with user expectations.
💡 Key findings
🚨 Critical Pain Points Identified
Service Blueprint & Flow Strategy
To effectively translate traditional, physical shopping habits into a digital experience, we developed detailed service blueprints and process maps. These allowed us to identify operational dependencies, customer touchpoints, and potential friction areas throughout the end-to-end journey.
1. Physical-to-Digital Flow Mapping
We replicated the physical store experience by structuring digital navigation around “aisles” and broad categories, supporting browsing-first behavior. Checkout flows were simplified to mirror typical in-store checkout, reducing cognitive load.
2. Multi-Household & Multi-List Support
Our service mapping revealed the need for customers to manage multiple shopping lists across different households simultaneously. This insight led to the design of parallel order tracking and multi-address management within the app.
Wireframing & Layout Testing
Once core flows were mapped through service blueprinting, we focused on rapid wireframing to validate user journeys and navigation patterns. Speed and flexibility were prioritized, ensuring that feedback loops could quickly inform structural decisions.
1. Modular Wireframe System
I created a reusable wireframe style guide to standardize components and accelerate production. This system enabled rapid iteration across multi-list shopping flows, stock replacement logic, and Ramadan-specific bulk ordering scenarios.
2. Flow Testing & A/B Validation
Multiple variations of core flows—product discovery, cart management, checkout—were prototyped and tested with target users. Feedback informed refinements in navigation structure, list management UX, and stock visibility.
3. Store-Analog Navigation Validation
Product browsing screens were specifically structured to replicate a physical store layout. Wireframe testing confirmed that users found this approach familiar and more comfortable than traditional e-commerce filters or search-first flows.
Key UX Decisions & Solutions
The wireframing phase led to critical UX decisions that balanced cultural familiarity with operational efficiency, directly addressing the unique needs of Mart’s target audience.
1
Store-Like Navigation for Product Discovery
Replaced search-dominant UX patterns with a store-aisle browsing system, enabling users to navigate categories as they would in a physical store.
2
Multi-List & Multi-Address Shopping Flow
Designed parallel list management features allowing users to create, track, and manage separate orders for multiple households without confusion.
3
Real-Time Stock Visibility & Fast Replacement Flow
Integrated clear stock availability indicators directly into product listings and cart. When an item went out of stock, users could replace it within the cart before confirmation—reducing drop-off and frustration.
Final mockups
Outcomes & Metrics
The launch of the Mart app introduced a new, culturally adapted way for Saudi customers to handle their grocery shopping digitally. Early adoption and usability testing confirmed its practical value, particularly among households managing multiple homes and during seasonal peaks like Ramadan.
1
Strong Early Adoption
Consistent daily orders from launch week, with positive engagement across multiple regions.
2
High Satisfaction in User Testing
Both tech-savvy and first-time digital users reported clear navigation, smooth out-of-stock handling, and confidence in completing orders.
3
Operational Efficiency Gains
Staff reported fewer manual interventions, as clear out-of-stock replacements and order scheduling reduced failed orders and call center requests.
