PROFESIONAL PROJECT - ONGOING

Redesign of the responsive website and dedicated mobile app proposal.


OVERVIEW

Mozambique Good Trade is a Mozambican company that sells organic products, sourced directly from local producers across all provinces of the country, promoting social and environmentally responsible lifestyles.

ROLE

Product Designer

Product strategy, user research, UX/UI design, prototyping & testing.

Executive summary

GOAL

Build an easy to use and engaging responsive website and dedicated mobile app, that attracts traffic to the recipes section and include an e-shop feature.

SOLUTION

Through research and analysis of the end users' needs, I identified the features that the new interface should have, as well as their ideal layout, in order to achieve the company's goal of driving traffic to the recipes section and making it easy to complete the purchase of ingredients.

Background & Research

METHOD - Goal-directed design

I chose this approach because the client had specific needs he wanted to address.

It started with a meeting with the client to create a detailed brief that helped us state the initial key questions, then I researched the country's background in terms of technology penetration, market trends, and general preferences, followed by conducting interviews with regular clients.

Once the information from the interviews was sorted and classified, I created personas, user stories, and journey maps, followed by crazy eight wireframes, a low fidelity prototype, iterations, mockups, and finally a high-fidelity prototype.

INITIAL KEY QUESTIONS

What does Mozambique Good Trade do?

What’s the value proposition of the brand?

Why does the company feels the need to redesign their website?

Why does the company want to construct a dedicated mobile app?

Which users are most important for the business?

Who are the company’s biggest competitors?

RESEARCH INSIGHTS

  • For 2027, e-commerce in Mozambique is projected to have a US$60.6 million volume.

  • From the totality of internet users, just 29,21% use a desktop as access point, while 70.79% use smartphones.

  • 75% of the sample said they would benefit from an online shop. The other 25% prefer to select the products they are buying by hand.

  • Most of the MGT interviewed clients didn’t know that the brand offers recipes.

Personas

Storyboard

Nia’s Path - Purchasing an item through the recipes section in the app

  • Launch the MGT application, the home page appears.

  • Select the “Recipes” banner.

  • Scroll and select a recipe that looks delicious.

  • The full recipe appears, press the “buy ingredients” button.

  • “Items added to the shopping cart”

  • Press the shopping cart and review the checkout.

  • Finish the process by pressing the “Complete order” button.

Maria’s Path - Purchasing an item through food products section in the webpage

  • Opens the MGT website in her computer.

  • Selects the “Food Products” button.

  • Scroll and select a subtype of food.

  • Scroll and select a product.

  • Press the “add to shopping cart” button.

  • Press the shopping cart and review the checkout.

  • Finish the process by pressing the “Complete order” button.

Information Architecture - Sitemap

Wireframes Examples

Website

Dedicated app

Lo-Fi Key Screens Examples

Website

Dedicated app

Hi-Fi Key Screens Examples

Website

Dedicated app

Before

After

Hi-Fi Prototype Mobile App

Ongoing work

This project has been a magnificent experience in which I have been able to put into practice not only my knowledge in UX design but also the skills I have acquired throughout my professional career. As it transitioned from being a case study to a real project, the client's needs took on a more significant importance compared to the case studies I had done previously, where the primary focus had been the user.

Finding a balance between the client's needs and those of the end user has been a considerable challenge but one that has provided me with many valuable lessons.

I am currently working on redesigning the final proposal, considering the client's feedback and addressing some concerns, particularly regarding the functionality and security of the e-shop. Once the project is completed, I will update the final result.