Sierra-Sell
An all-in-one e-commerce app for Sierra Leone, taken from stakeholder interviews through to usability testing and a hi-fi prototype.
The project
Sierra-Sell is a UX case study for what it calls the first all-in-one e-commerce store in Sierra Leone: a mobile app where people browse trending products and categories, compare options and buy.
Process
Empathise: understand the business and the market
A stakeholder interview document set out the project’s goals. A competitive analysis, with an experience map for each competitor, showed where existing options fall short. Quantitative research then fed a list of user needs and pain points.
Define: who this is for
A persona, an empathy map and a customer journey map turned the research into one shared picture of the shopper.
Ideate: structure and flow
The product information architecture was tested with card sorting, and a user flow diagram mapped the path from browsing to checkout.
Prototype and test
Low-fidelity wireframes with the user journey came first. A user testing summary then recorded how people got on with them, before the high-fidelity prototype.
Final design
The prototype opens on a splash screen and a home screen set to Freetown, with a trending banner, product categories (phones, computers, health and electronics) and best sellers. A product page offers colour and capacity options and an Add to cart action.
Results and learnings
This is a self-initiated project, so there are no sales or usage numbers to report. What it delivers is a research-led structure for the store, evidence from usability testing, and a hi-fi prototype.