About
The African continent is sometimes lacking in digital solutions, which are already common in other parts of the world. The Angolan startup Mamboo realized this scenario and, during the pandemic, saw its delivery app enter and grow in the Angolan market.
Despite the promising start, the app still had inconsistencies in its experience, difficulty in dealing with regional restrictions (inaccurate GPS) and a low conversion rate: less than 24% of orders in the cart were purchased.
Services
User interview
Journey maps
Pains & Opportunities
UI Kit + Styleguide
User flow
High fidelity app pages
Team
Goals
At the beginning of 2022, Mamboo's operation was still restricted to the metropolitan region of Luanda, but it called on Marte for an ambitious challenge: to help them scale the delivery service across the entire African continent.
It was necessary to correct the pain points already identified and highlight other services offered by the company. But the result went further! Innovative features that adhere to local culture were added along with a complete and brand new Design System.
Generating value
Analysis of the challenge revealed the following scenario: the Mamboo app was still seen predominantly as a food delivery app and its other features were little explored. Therefore, it was important that the solution generated was efficient in reinforcing the other value propositions present in the service, but with care not to “harm” the use already adopted by its audience. Check out the three main benefits of the project:
Key Benefits
Experience Improvement: Refining the experience of features already adopted by the user according to the results obtained in the field.
Expansion of services: Transformation of other Mamboo services - virtual wallet, package deliveries, etc. - to achieve an engaging experience.
Conversion and Retention: Corrections to the payment flow to increase/guarantee the conversion of items in the cart and encourage the use of MambooPay.
Secondary Benefits:
Cultural Adequacy: Production of identity and user experiences that adhere to local characteristics to encourage identification with the consumer.
Focus on Innovation: Creation of innovative features for the segment: creation of a network of friends to recommend orders, payment splitting options, etc.
Expansion Capacity: Structuring flows and Design System that are scalable and prepared for expansion to other countries.
Framework
For this challenge, we opted for a classic Design framework: Double Diamond. Throughout this, the team had the participation of experts in research, service design, Ux/Ui, among others. Thanks to this model, it was possible to carry out effective immersion and mapping work on the project's challenges - with in-depth interviews and an extensive benchmark - and transform it into insights and essential criteria for designing the experience and screens of the new app.
Process Highlights
In-depth interviews with Mamboo users and foreign competitors.
Benchmarking of direct competitors and also of big international players.
In-depth heuristic analysis of the existing application.
Different journeys and usage flows to map pains and opportunities.
Remote workshop sessions to generate ideas.
Creation of an exclusive design system for Mamboo.
