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CASE STUDY

SUK

A multi-vendor digital marketplace for Africa. AKA the Amazon of Africa

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About SUK

SUK is a software-first platform that enables businesses in various industries to prosper and scale across Africa's continent. The mission behind this platform is to fuel Africa's economy through e-commerce by giving consumers and merchants easier access to find and sell goods and services.

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The Problem

Merchant Pain Points

Merchants today have little means to online exposure. They are dependent on Facebook Telegram and What's App to give them the online presence to sell and even then they don't have an inventory management system or a CRM.

Consumer Pain Points

Consumers are not getting access to direct merchant products as online channels are crowded with scammers and fake products. No reliable source of marketplace.

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The Solution

SUK is a software-first platform that enables businesses in various industries to prosper and scale across Africa's continent. The mission behind this platform is to fuel Africa's economy through e-commerce by giving consumers and merchants easier access to find and sell goods and services.

Merchant Pain Points

An online store to manage customers, leads, orders, and inventory. Ability to fully have an online presence without the purchase of a website. Direct to consumer medium to sell products and services

Consumer Solution

Accessibility to thousands of products. Convenience of online shopping. SUK also opens up the market to second hand goods so consumers can sell their own products to consumers. 

The Market

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6 million people online daily within Ethiopia buying and selling goods using What's App, Telegram and Facebook. 90% of users are connected using cheap android devices on 3G - 4G plans.

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User Specific Features

Merchant - Analytics

Manage your inventory, sale orders and customers directly within your store. Track these analytics on a daily, weekly or monthly spread.

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Consumer - Accessibility 

Ability to browse through inventory by category or simply search the marketplace. Ability to sell in the marketplace as a second hand good.

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WTF

What's the flow

A user flow is a series of steps a user takes to achieve a meaningful goal Used to communicate the intended flow of a user through various pages and actions in an app or website.

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  1. Land on marketplace page. Products displayed based on user's location

  2. User prompted to sign In/ Sign Up

  3. Able to Browse products without signing In/ Up

  4. Cannot save, message, post products without creating account

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  1. Sign In/ Sign Up

  2. Ability to have full user experience - messaging sellers, posting listings, order management

  3. Manage inventory, customers

  4. Full merchant / consumer experience

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  1. Invite friends

  2. Share products with others outside the platform

  3. Recommended products based on historical views

  4. Analytics for merchant to manage their online store

Low Fidelity Wireframe

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MosCoW Prioritization

 MoSCoW method or MoSCoW analysis, is a popular prioritization technique for managing requirements. The acronym MoSCoW represents four categories of initiatives: must-have, should-have, could-have, and won't-have, or will not have right now.

Must Have

User account registration

Merchant account registration

Direct Messaging

Inventory Management System

CRM Marketplace

Search/Filter Products

Analytics

Should Have

Geolocation capability

Main categories of product / service

High volume categories

Negotiable feature

Inventory analytics

Push Notifications

Could Have

Email / Social Login

Profile picture for all users

Direct Messaging

Upload media in chats

Filter criterias to provider a narrow search result

Different currencies for different countries

Analytics

Won't Have

In App Payment

Payment Gateway

Shipping Method

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Design Guide

Design guidelines are sets of recommendations on how to apply design principles to provide a positive user experience. Designers use such guidelines to judge how to adopt principles such as intuitiveness, learnability, efficiency and consistency so they can create compelling designs and meet and exceed user needs

Color Palette

#0072ff

#333333

#E5F1FF

Typography

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POPPINS

Icons

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Icon Pack

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Delivering Strong Foundation

Tech Stack

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Usability Testing

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After conducting my usability testing, I interviewed 5 people who had the same demographic and psychographic to validate more about the problem and needed features. I wanted to confirm whether my hypothesis was validated or not through this user interview. I also asked what motivated them to use this application and what they'd use it for.


What problem are you having when it comes to selling online?
What features do you "think" you need to sell your products/services?
Do you use any online platforms to sell your products/services?
How many times a day do you go online?

User Interview

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Key Findings

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Merchant:

Annoying customers that appear to be scammers inquiring about merchant products — All merchant participants thought the same — if there was a reliable platform to sell them a majority of their problems would be solved.

Merchants needed a full fledged online store to manage inventory, customers and communication. Today they're limited to Facebook Marketplace, What's App and Telegram.


 

Online Shoppers:

Most online shoppers cant trust what merchants list as they find many are scammers. Almost all online shoppers felt that they needed to find the items they're looking for through a search or filter feature, in addition, they wanted to confirm that their purchase was protected.

Online shoppers look to Telegram, Facebook Marketplace to search for used products. They currently spend hours scrolling through listed items only to find that what they're looking for is not there.

Sample SUK Screens

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Ready to

build an app?