Sultan Center Mobile App - Web Responsive Design
UX Research / UI Design / UX Design
Sultan Center Redesign: Crafting a Seamless Shopping Odyssey in the Heart of the Middle East
A collaborative project with the Sultan Center, spanning four Middle Eastern regions covering Kuwait, Oman, Jordan, and Bahrain. Our research-driven approach, UX and UI enhancements, and ongoing collaboration resulted in a unified, user-centric platform, enhancing the shopping experience across diverse markets.
Project Initiation
Analyzing the Past: A Foundation for Future Improvements
The project commenced with a comprehensive UX heuristic analysis. We meticulously examined the strengths and weaknesses of the previous design. This initial step enabled us to pinpoint existing experience design issues and served as a foundation for further improvements.
Sketching Solutions
Paving the Path to Design Enhancements
After the post-analysis, we promptly developed initial sketches to tackle and resolve the existing UX issues. These sketches presented various approaches, serving as the foundation for subsequent design improvements and offering us a clear project direction. We also conducted a comparative analysis with competitors, providing statistics on the functions we introduced.
Stakeholder Collaboration
Aligning Vision and Goals
Throughout the project, we maintained regular communication with stakeholders through weekly meetings. This open channel allowed us to incorporate feedback and ensure that the project aligned with the organization's vision and goals.
In-Depth Workshops
Unpacking Complexity: Workshops and Understanding at Project Initiation
At the project's onset, we conducted two main workshops in collaboration with the Sultan Center team. These workshops were pivotal in comprehending the intricacies and dynamics of the Sultan Center, as well as the diverse expectations of different teams within the organization.
Geographical Scope
Navigating Markets: Tailoring Solutions Across the Middle East
The Sultan Center, a prominent market center in the Middle East, operates across four key regions: Kuwait, Oman, Jordan, and Bahrain. Understanding the geographical scope was essential to tailor our solutions to suit the location's unique needs. For this reason, we searched our competitors deeply in this area and divide the findings according to the functions to compare deeply.
Research-Driven Approach
Framing the Customer Experience
We employed a comprehensive approach, blending competitor analysis, user surveys, and extensive collaboration with the Sultan Center team. Through meticulous data analysis and customer empathy, we crafted detailed personas, empathy maps, and affinity maps and customer journey map. These invaluable tools revealed deep insights, enhancing our grasp of customer expectations and pinpointing areas for improvement.
UX Decisions
Enhancing User Experience: Key UX Decisions for Seamless Interaction
Based on our research findings, we made critical UX decisions, such as simplifying navigation, optimizing search functionality, and improving product discovery. These decisions were aimed at enhancing user satisfaction and encouraging seamless interactions with the platform.
Responsive design
Transforming Desktop Experience: Responsive Redesign and User Flow
With a well-defined UX strategy, our other mission was revamping the Sultan Center's desktop experience to be responsive and user-friendly across various devices and platforms.To provide a visual representation of our journey, we've prepared a comprehensive user flow diagram, showcasing the basic functions of the Sultan Center's desktop experience.
UI Enhancements
Elevating Aesthetics and Usability: UI Enhancements in Focus
With a clear UX strategy in place, we embarked on UI enhancements. These included the creation of visually appealing and intuitive interfaces, consistent branding elements, and responsive design for a harmonious experience across multiple devices and platforms.
Delivering on the vision
Delivering Excellence: Redesigned UI, Enhanced UX, and Consistency for the Sultan Center
Our deliverables consisted of a redesigned user interface, a more efficient user experience, and a comprehensive style guide for future consistency. These were presented to the Sultan Center team, aligning with their vision for an enhanced shopping platform.
Addressing Challenges
Overcoming Challenges Together: A Collaborative Journey to Success
Challenges encountered along the way were met with a collaborative approach. We worked closely with the Sultan Center team to address difficulties and obstacles swiftly. Our shared commitment to overcoming these hurdles was instrumental in the project's success.
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