Business Problem

Oasis aimed to penetrate the rapidly growing online grocery market in Lebanon, where COVID-19 had accelerated the demand for digital grocery solutions. However, the market was saturated with competitors, many of whom struggled with accessibility, usability, and geographical limitations. Our goal was to create a product that not only met user needs but also addressed the gaps left by existing solutions.

User Problem

Users in Lebanon faced several challenges that deterred them from using online grocery platforms. Many people did not trust card payments, preferring the security of cash transactions. Additionally, there was a significant distrust in the quality of perishable products like vegetables and meat. Households were hesitant to order these items online, preferring to physically inspect their food.

Project Management

Agile & JIRA: Employed JIRA to manage sprints using Epics and Stories. The MoSCoW method was utilized to prioritize features, ensuring critical elements like accessibility and payment security were addressed first.

Sprint Planning: We scheduled regular sprint planning and review sessions to ensure design and development efforts stayed aligned with evolving market conditions.

Branding

The branding for Oasis was designed to evoke a natural, hygienic feel, using earthy tones like green, blue, and brown. Typography was chosen for clarity and readability.

Workflow Optimization

• Work Hand-off: Implemented a streamlined hand-off process with clear annotations to reduce rework.
• Market Research: Integrated continuous research into the workflow to allow for iterative strategy adjustments.
• Quality Concerns: To address distrust in perishables, we allowed users to reject specific items upon delivery, using this feedback to improve supplier interactions.

Competitive Analysis

Conducted a thorough analysis of existing grocery delivery apps in Lebanon. Key findings included:

1. Most applications failed WCAG accessibility requirements.
2. Basic UI/UX best practices were often ignored.
3. Apps had limited geographical coverage.
4. OTP verification was widely adopted for registration.

User Research

Our research involved interviews and usability testing with our primary target: Lebanese mothers aged 40-60, who are key household decision-makers. They preferred:

• Cash transactions over card payments.
• Reassurance regarding price competitiveness (belief that online is more expensive).
• High-quality perishables (belief that online quality is lower).
• Regional customization (e.g., hiding alcohol/pork based on demographics).

Preferences and Sensitivities

We implemented a system to categorize users. Users could toggle "halal" filters to exclude pork and alcohol. Default settings were determined by location-based demographics.

Information Architecture

Designed a clear and logical information architecture that made navigation intuitive and reduced cognitive load.

User Flows

Created user flows to ensure the checkout process was clear and honest. Key touchpoints included personalized recommendations and transparent pricing.

Wireframing and Prototyping

Began with low-fidelity wireframes based on user feedback, evolving into detailed prototypes for testing.

Accessibility as a Key Guide

I ensured the platform met WCAG standards, with clear typography and high-contrast colors, making the app inclusive for our target demographic of mothers aged 40+ with diverse tech exposure.

Registration Process

Designed a simple registration flow with OTP or social media options to reduce adoption barriers.

Registration Video

Home & Search

The homepage acts as a central hub with a prominent barcode search feature for quick item finding.

Home & Promo Video

Checkout Process

A transparent checkout process with clear delivery instructions and real-time tracking to boost user confidence.

Checkout Video