E-commerce Mobile App - Ninja Mart
Enable small retailers and convenience stores in rural Vietnam and Malaysia restock their inventory directly from Ninja Mart.
Type
Mobile/Android
Company
Ninja Mart
Project introduction
What began as a cashback app, Ninja Mart has grown into a platform that helps rural shop owners easily restock essential products to keep their business running.
My role
Designed end-to-end user flows and interactions for the app.
Collaborated cross-functionally with the graphic design team to ensure a visually appealing and cohesive interface.
Research insights
Based on data from previous research (that you can read from Ninja Mart case study part 1) and how customer react in the first launch, we identified a digital adopter archetype among rural users.
These users are increasingly comfortable with technology and rely on their mobile phones to explore product information such as prices and promotions. Additionally, chain store owners in rural areas of the Malaysian market, which are already well-digitized, have also become part of our target customers.
Define the problem
How might we design a solution that helps users maximize profit and make confident purchase decisions, while also driving company growth?
Brainstorm solutions
We mapped users’ pain points and frictions in the purchase journey to gain a clearer overview.
Taking feedback from sales, business, and data research, we all translated these insights into multiple design ideas and opportunities.
Approach
Addressing obstacles and frictions from users’ limited experience with restock ordering, we aimed to design an e-commerce experience that focuses on:
Personalized product search
Clear promotions and deals to help users find the best price for their desired products
Simple, straightforward, and informative checkout and delivery process
Main app information architecture
Wireframe for main important pages: Home, Product detail and Cart
Product Details
Cart
Final UI Design Overview (scroll to view)
Detail of Key designs
Highlights & quick access: Key info at the entry point
What we designed
✅ Highlight the best deals.
✅ Product updates upfront.
✅ Quick access to past orders.
✅ Easy product discovery by category and brand.
Hypothesis: Presenting the most relevant and desired items will increase user comfort and reduce time spent, helping them find what they need quickly and driving conversions.
(Scroll to view)
Support diverse product promotions
What We Designed
✅ Besides following an industry standard to present products clearly, we catered to different use cases where companies offer various types of promotions, such as buying with a gifts, buying in a combo, or buying in a bundle.
Hypothesis
Robust promotion types create a sense of value and variety, encouraging users to continue searching for profitable, low-priced products and stay engaged with the app.
Check Out & Track Orders
What We Designed
✅ Facilitate detailed product information, quantities, and promotional discounts to build customer trust.
✅ Provide flexible payment methods.
✅ Automatically apply vouchers.
✅ Real-time updates keep users informed from order to delivery.
✅ Easy tracking gives users peace of mind.
Hypothesis
A clear and informative checkout experience will increase user trust and comfort with the system, enabling confident purchase decisions.
Credit - Financeial support
What We Designed
✅ Pay by Credit: supports users in completing purchases by offering a “Pay by credit” option with a set credit limit.
✅ Credit Tracking: helps users monitor their spending and ensure timely repayment, so they can continue to benefit from the credit offer.
Hypothesis:
Offering credit helps users manage cash shortages and restock on time, increasing purchase confidence.
Conclusion
Ecommerce challenge
I've learned that e-commerce can take a significant amount of time to build, and visual assets play a crucial role in making the experience appealing and engaging for users. The challenge is to create visuals that are attractive and robust without overwhelming the user, which is something every e-commerce app must balance.
The voucher system is another major challenge. Designing it systematically so that it is both logical for users and sustainable to build is not easy. When foundational steps are unclear, significant refactoring is often required later, which also affects how design is handled.
Data is still limited
We are still on the roadmap to build full function and the full user experience is still being refined. Beside, our rollout program faces challenges with users in rural areas, the available data is currently limited.
On the bright side, a major chain store in Malay, has signed on as a customer and is using our app for daily restocking, which will us valuable real-world insights to enhance the experience.