Jumla: Sourcing Food Supply, Made Easy.
Problem statement
Jumla was developed by an engineering team who turned a blind eye towards design and the impact it could have. They focussed on being feature orientated, adding features that the developers and stakeholders assumed added the most value to users. Over time the app evolved to be feature rich but there were five pain points that needed to be addressed:
- Limited amount of buyers were completing the sign up procedure.Jumla was experiencing a decrease in purchases made buy existing buyers.
- Supplier management of prices and availability of product was causing logistic issues.
- Scalability issues for mobile have raised concerns in the past with potential investors and users alike.
- Competitors in the space have better design and simpler products, making their apps more attractive and usable for both sides of the market.
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Competitor Analysis
Competitor analysis where we compared five sections (Landing page, Onboarding process, Shopping experience, notifications and general layout and UI)
User Personas
1. Consumer Branch Manager: This user acquires goods for multiple restaurants. Their priority to to ensure each item is delivered in a timely manner.
2. Seller Branch Manager: This user ensures that each product listed on Jumla is up to date and in stock. They also need to take the time to respond to consumers who might an queries regarding their product range.
3. Seller Account Manager: The account manager deals directly with Jumla and ensures that all account related activities are in check.
User Journeys
We created User Journeys for both the buyer and the seller. It was broken down into columns for each feature and then the relevant touch points, User goals and pain points for that feature were summarised in a note format.
Hot Jar
Hotjar allowed us to look at how visitors behave on the Jumla platform. Through the use of the heat-map feature we were able to identify significant areas of friction. Some of these were:
1. Help functionality not providing enough guidance to new users.
2. Use of uncommon UI elements left users struggling to navigate the system.
3. Alerts and messages were often never looked at by the user.
Summary of findings
By examining the user experience of competing products we hoped to gain insights into industry trends and customer preferences. We then cross-referenced the findings with the Jumla system to understand where Jumla stood compared to it’s competitors.
Heuristic Evaluation
Heuristic evaluation involves having a small set of evaluators examine the interface and judge its compliance with recognized usability principles. It involves checking the platform against each principle. At the end of the process the platform has undergone over 100+ checks. This is a methodical process but provides one with a lot of data.
Some of the findings:
- Heuristic 1: Visibility of system status. Example: Overdue payments is something that is indicated to a user through the use of a banner, but if they click on the banner, nothing happens.
- Heuristic 2: Match between the system and the real world. Example: Navigation is split between the dashboard and a side menu. For certain routes users are forced to use the back arrow multiple times before they can proceed on a new route.
- Heuristic 6: Recognition vs recall. There is a lack of an ability to refine a search. User’s might not know exactly what they product is called and would rely of browsing / filters to find the product. However the current method of searching is causing users to have to recall the product.
Wireframes
Once we had an understanding of the system and how it was perceived by users, we mapped out the flows with the help of the stakeholders. One of the issues we faced during wireframing was that the desktop designs the team wanted could not easily be scaled down to mobile. This lead us to design custom components for scaling purposes as we did not want to compromise on the user’s experience we were busy creating.The example below shows the process of adding a new SKU to your catalog from the database and how rather than replicating the table on mobile we simplified the view.
Designs
The Jumla project required a seamless, user-centered approach to connect diverse users with essential resources. Below, you’ll find a selection of key screens that reflect our efforts to create an intuitive and cohesive user experience.
"Thanks to the Ryan and the Specno team, there was positive internal feedback on the designs and UX of the platform. The team was highly collaborative and responsive and they worked closely with us. Ryan’s involvement and suggestions were impressive."
Project highlights
In addition to the core designs, we delved into several unique areas to ensure Jumla met user needs across various contexts. This included crafting user testing questions to refine features, developing comprehensive sales report pages for user insights, and adapting designs for both English and Arabic interfaces, ensuring seamless right-to-left and left-to-right experiences. These elements reflect the thoughtful consideration behind the project’s design, emphasizing accessibility, usability, and cross-cultural adaptability. Explore these additional project highlights below.
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