UI/UX Redesign & Experience Evolution - Progressive Role
Goal
Modernized Ethiopia’s premier delivery platform to shift from a functional MVP to a high-performance, multi-vertical ecosystem. The focus was on resolving legacy UX friction, improving conversion rates across food and grocery, and establishing a scalable design language for long-term growth.
Solution
Reimagined the end-to-end user journey with a focus on speed and local context.
- Experience Overhaul: Simplified complex navigation into a thumb-friendly, bottom-tab architecture for faster one-handed use.
- Contextual Discovery: Redesigned the home feed to prioritize merchant visibility and seasonal promotions, making the app feel "alive" and personalized.
- Checkout Friction Removal: Re-engineered the checkout flow to reduce cognitive load, integrating clearer address selection and transparent delivery tracking.
- Design System (Z-Kit): Built a production-ready component library for Flutter and Web to ensure visual parity and rapid feature deployment.
Results
- Engagement: Increased conversion rates by streamlining the path from "Search" to "Payment."
- Clarity: Reduced customer support queries related to order status through a redesigned real-time tracking interface.
- Dev Alignment: Eliminated design debt by providing clean, documented handoffs, significantly reducing developer revision cycles.
- Market Leadership: Refreshed the brand’s digital presence, maintaining Zmall’s position as the most intuitive delivery experience in Ethiopia.