Product Overview
Jumia is a web and mobile online e-commerce marketplace for electronics, fashion, day to day living products among others targeting Nigeria and several African countries.
My goal in this re-design was to create a user-centered and controlled Checkout process that ensured a bit more flexibility in items placements, retention, and the overall process while infusing new and subtle changes that refreshed the existing user flow experience.
A ton of people have used the Jumia Mobile App for purchasing everything from fancy jewelry to a bottle of water, it is absolutely the biggest online marketplace In Africa, competing with Konga for the local and African market and providing top-notch services for its user. The Checkout process for jumia is pretty simple. the user searches for items, adds them to the cart, checks out, and completes payment while awaiting delivery pretty easily but in all this, your control ends the moment you add an item to the cart with the only offer being the ability to remove items.
Over time a new group of users has become dominant, I call them
“ the speculative users “
This set of users tend to add items to the cart, not for outright purchase but for safe-keeping, later purchase, or simply to evade the lengthy search and filtering process. The problem here is that in speculatively placing items in the cart, they are denied the opportunity of control over what they want to check out and pay for as control is lost immediately you click the checkout button
The Jumia app has a “ save “ item option which actually allows users to save items for later purchase, however, the majority of jumia users hardly utilize this function leading to the core pain point of this re-design.
The idea was to give all users the freedom to decide at any point
· what items they wanted to checkout and purchase.
· re-define the user experience of the checkout process making It more intuitive