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Baqqal: Groceries at your doorstep, just a tap away

2023 · Product design, User experience

Baqqal is a new grocery delivery app designed to simplify the shopping experience for busy individuals and families. By combining convenience with a user-friendly interface, it provides a wide selection of fresh produce, pantry staples, and household essentials from the comfort of their homes. With a focus on quality, personalization, and sustainability, Baqqal aims to meet the diverse needs of its customers.

Research & Challenges

The research focused on understanding user behavior, preferences, and frustrations with existing grocery delivery services. The primary goal was to gather insights into what users value in a grocery delivery app and identify gaps in competitors' offerings.
Baqqal research

Throughout the development of BAQQAL, several challenges emerged:
  • Market Saturation: The grocery delivery market is highly competitive and increasingly crowded, with established players already enjoying significant user loyalty. Users now have many options, so initial interactions must be satisfactory to retain them.
  • Complex Checkout Processes: Grocery apps often present unique checkout challenges due to multiple fulfillment options and substitutions. Baymard Institute reports an average cart abandonment rate of nearly 70% across e-commerce platforms.
  • Localization and Cultural Sensitivity: Catering to different languages and cultural preferences in various regions was challenging. The environment has many people from different cultures, making this one of the hardest aspects to address in this area. According to CSA Research, 76% of online shoppers prefer to buy products with information in their native language.
    • and more...

Design

Users can start exploring the app by continuing as guests, which reduces barriers to entry. This approach is expected to increase conversion rates. A study analyzing 1.8 million smartphone sessions found that mobile shoppers are 1.2 times more likely to choose guest checkout over logging in.

As the app initially launches in limited areas and expands, users choose their location. If delivery is unavailable in their area, users can request service there. This data helps determine where to deliver next and identifies the most in-demand areas.

Fresh produce items often need to be ordered weekly. To accommodate this, the "Buy it again" section is prominently displayed, occupying most of the initial homepage viewport. This makes it easy for users to repurchase staple items without needing to search.

Fluidity, simplicity, and continuity of experience are the core principles of building Baqqal's UI.

Personalized search experience and UI harmony with the brand identity

A seamless checkout experience aims to reduce cart abandonment rates by offering popular payment methods such as credit cards, Apple Pay, and cash on delivery. Research indicates that nearly 70% of online shoppers abandon their carts during the checkout process..


Basic, user-friendly settings page making it easy for users to track orders, manage payments, change language preferences, and contact customer service
App settings


The Baqqal app is designed to address the challenges faced in the grocery shopping industry while embracing the expanding trend of online grocery shopping. By truly understanding the needs and preferences of our users, we've crafted an app that elevates the grocery shopping experience. Our goal is to make it easier and more enjoyable for consumers to find what they need, transforming the way they shop for groceries.