Super apps are becoming more and more common in the UX world. The strategic goal is to be the answer to all of the daily life user services. Our goals as designers are to design a super app that feels consistent and holistic. ("All In One" & "App In-App")

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‍STRATEGY WORKSHOP

Goals & Opportunities

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We didn't have time for user research studies in the project scope, so to understand our target group and business goals, we did a lot of strategy&ideation workshops with the customer.

Pazarama is a super app project established by Is bank in Turkey. Its primary target audience is its own bank customers. In the app, they offer opportunities to their customers and introduce new financial products.

We defined business and user experience strategies by holding workshops on Miro with the Pazarama team. We identified pain points, user needs, and the goals to combine them with ecosystem collaborations and İşbank power.

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Design Decisions & UX Concept
We design low-fidelity wireframes based on design principles, strategy outputs, and benchmarks. It aimed to offer a single application feeling with holistic design due to discoverability, customization, progressive disclosure, consistency & trust.

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DESIGN PRINCIPLES

Super App Challenge: The "Holistic Experience" Goal

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1. Discoverability‍

When users use the app for the first time, they expect to see what they're looking for on their runway of tasks. Once they do this, they give us data so that we can personalize their experience over time. 

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2. Personalization

By collecting relevant data about the user and using it to show them things of interest, we reduce the time they take to complete their transaction. It results in higher conversions and a positive user experience.

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3. Progressive Disclosure

It is essential to show the information the user needs at the right time and in the proper structure. This way, the user may not feel like, "It looks very complicated; I won't do it right now; maybe I'll see it later.."

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4. Consistency & Trust

Consistency in an application increases its learnability. Users know where to find the features or information they are looking for. As a result, the user trusts the app and the brand more.

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USER RESEARCH

Proto Personas

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USER RESEARCH

User Approach in E-commerce Product Selection

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Search

"I have a variety of Tupperware products. The brand that I find the most comfortable and high quality, now I will buy a gift for my friend.."

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Selection‍

"I'll look at other places and make the final decision."

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Scan

'I will check if a new product has arrived and if there is a product with similar features in the old season."

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USER RESEARCH

User-Specific Design Challenge

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‍Different Purposes: The super app can be used by users for various purposes, from buying clothes to getting gas.

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Differentiating Contexts: One user may be sitting in his comfortable home, while another may be waiting at the gas station.‍

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Different Importance Levels: A user may use sub-applications daily, some once a week, and some rarely.‍

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Different Business Strategies: Some sub-applications form the backbone of Pazarama, while others are less important.‍

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Holistic Experience: Consistent, user-friendly, smooth, and pleasant user experience throughout the super app provides "one" perception of apps that don't look different.

DESIGNS

Pazarama Homepage

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While creating the general framework of the Pazarama homepage, we moved based on the user's browsing and gesture moves. We made decisions in line with the three e-commerce personas.

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Main Apps Area: There are those with high strategic importance. Larger button sizes make them easier to see and click. (Fitts Law)

Secondary Apps Area: They come later in priority. They are at the secondary level of the knowledge hierarchy.

*All buttons are supported with visuals to make it easier for the user to understand and take action.

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DESIGNS

Shopping Cart Experience

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We aimed to separate the cart from the super app crowd—easy access to the baskets of all sub-applications provided from the homepage. Since a module appears when a product is in the user's cart, it attracts more user attention.

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DESIGNS

Bottom Menu Structure

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Pazarama logo in the menu is for returning to the super app's homepage. Users can easily and quickly switch to the super app homepage while browsing sub-applications.

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DESIGNS

Search Pages

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"General Search" (Pazarama Homepage)

An inclusive search experience should be offered while showing all sub-apps to users who come to the homepage.

When the Search Field is Opened

The user can easily reach the products he has been looking for before and quickly return to the desired or unfinished transactions. For the holistic approach, the general search page should also provide a wide range of campaign opportunities covering most sub-apps.

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When Searching;

If the searched word offers a service or product specific to another sub-app, its redirection should be added with its logo.

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Related Results,

sub app > category > popular search > store

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DESIGNS

Product Detail

We grouped high-priority information under three separate headings and transferred them to the design.

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1-Detailed and impressive product image
2-Product name and price
3-Free delivery, stock information, easy return badges

Badges help persuade users:
Fast delivery (seller-related badges)
Free shipping and easy returns (reduces risk perception at the time of purchase)

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DESIGNS

Shopping Assistant

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How can we further assist the user in the decision-making process?

The increasing number of decisions to be taken It causes Decision Fatigue in the user and increases the cognitive load. It slows down the user from making any decision. Virtual assistants or tests that simplify the decision-making process assist the user.

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DESIGNS

Seller Profile Pages

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It was strategically aimed to highlight the stores supported by Pazarama. On the seller profile page, the story module, which users are accustomed to from social media, is used as the PR area of ​​the store.

Opening categories in the Fold field allows users to reach the product they are looking for easily. Badges like popular and local are exclusive to Mega and VIP stores. With the Q&A area, previously asked questions are posted to the store, and users can have a live chat by asking questions to the store.

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DESIGNS

Grocery Shopping

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