Works round the GlobeKikku E-commerce Platform
Redesigning Kikku's shopping experience to reduce friction for African consumers
Overview
Role- Collaboration
UI/UX Designer, UX Researcher
Timeline
Oct-Nov. 2025
Status
In Development
Deliverables
User flow, Wireframes, UX Research, High Fidelity Prototypes, Visual Design
Summary
Kikku is an e-commerce platform designed to make online shopping in Africa simple and accessible. Users can browse through a wide range of products and get items delivered directly to their homes.
Recently, user feedback revealed two major pain points: difficulty in discovering products and frustration with unclear delivery tracking. These challenges led to a redesign aimed at improving both product discovery and delivery transparency, ensuring a smoother and more reliable shopping experience.
Highlights
Challenges
We found that product discovery was slow and frustrating due to weak filtering and sorting features. Delivery tracking was also unclear and unreliable, with vague updates, missed deadlines, and notifications that prioritized promos over order status.
Solutions
We simplified delivery tracking by introducing milestone updates, real-time map tracking, and timely notifications at every stage. Product discovery was improved with clearer categories, advanced filters, and voice search, making it faster and easier for users to find what they need.
User Personas
Zainab is a mother of two. She uses Kikku to buy clothes, toys and school supplies for her kids.
Goals
- Affordable bulk shopping for her family
- To quickly find items (clothes, toys and school supplies) without endless scrolling
- Plan deliveries around kids' routines
Pain Points
- Unreliable delivery tracking makes it hard to know when packages will arrive
- Search results feel cluttered and irrelevant, wasting her time
- Difficult to reach support when orders go wrong
- Returns and refunds are unclear
Needs
- Trustworthy delivery estimates with real-time updates
- Smarter product search & filters (e.g. by size or category)
- Responsive customer service for issues with orders
Michael is a busy lawyer who relies heavily on Kikku to handle everything from grocery deliveries to clothing, gifts, and more.
Goals
- Get products quickly and reliably without leaving work or home
- Find the exact item he needs without wasting time searching
- Enjoy a smooth, stress-free shopping experience
Pain Points
- Delivery delays and inaccurate tracking disrupt his busy schedule
- Hard-to-navigate search means he spends too much time finding products
- Failed payments and no quick resolution adds to frustration
- Doesn't have time to chase customer service
Needs
- Fast and reliable delivery tracking with clear status updates
- Efficient, accurate search with predictive results & filters
- Seamless payments and quick issue resolution
Design Process
To ensure the design directly addressed users' needs, we conducted research to uncover the challenges around product discovery and delivery tracking. The insights gathered from this process guided the redesign and helped us create a more seamless shopping experience.
We reviewed existing data and competitor platforms, then set clear questions to guide our study, questions like: "Where do users get stuck in finding a product?" "What information in tracking builds trust?"
Defining Research
Questions
Usability Testing
We ran usability tests with real users and observed them completing key tasks in the app to uncover navigation and tracking issues.
We conducted interviews where we spoke with users to understand their expectations, frustrations, and mental models.
User Interviews
Personas & Insights
We synthesized findings into key pain points and created personas to represent user needs.
We analyzed successful e-commerce apps to learn best practices in product discovery and tracking.
Competitive Study
Research Summary
We interviewed over 15 Kikku users to understand their struggles with product discovery and delivery tracking. Their feedback revealed frustrations with unclear updates, poor filtering options, and missed delivery deadlines. These insights guided us in refining the experience, improving navigation, and adding features that directly addressed their needs.
Key Features
In the new design, we adopted a horizontal card layout that gives each product more breathing space and visual hierarchy. Product images are now larger and clearer, with well-defined typography for names, prices and ratings.
Discounted prices are emphasised with strikethrough and ratings are represented with visual icons to enhance quick decision-making.
We redesigned the order tracking timeline to provide clear, accessible status updates directly within the user's workflow.
The new design features a vertical timeline with distinct status indicators accompanied by precise timestamps that give users confidence about their delivery progress.
Beyond static status updates, we integrated real-time location tracking that gives users complete visibility into their delivery journey.
The live map displays the delivery person's current location with a profile indicator and the customer's destination marked with a secure lock icon.
The timeline and live map work together as a comprehensive tracking system, the timeline shows what stage the order is in, while the map shows where it is in real-time.
Visual Designs
Design Outcome
This redesign represents a major leap forward in Kikuu's evolution as a modern, customer-centric marketplace. there is a new shift from a discount-driven, high-volume marketplace to a more trusted, value-focused global brand. It's not just a new look but a new experience that better connects customers with the products they love.
The redesign led to a smoother shopping experience, improved product discovery, better customer experience and higher user satisfaction. Users found it easier to browse categories, compare prices, make confident purchase decisions and live track their deliveries.
Overall, engagement increased, and both shoppers and sellers reported a more seamless, enjoyable experience on the platform.
Impact
The quick brown fox jumps over the lazy dog
Heading 24pxThe quick brown fox jumps over the lazy dog
Sub-heading 18pxThe quick brown fox jumps over the lazy dog
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