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Sabi
Sabi
A seamless, checkout experience for Africa’s wholesale and retail supply chain.
A seamless, checkout experience for Africa’s wholesale and retail supply chain.
⚠️ Disclaimer: Due to the confidential nature of the project, I will not be going into specific details as the solution is protected by a Non-Disclosure Agreement (NDA).
my role
my role
Product Designer & UX Strategist
Duration
Duration
6 weeks
year
year
2024
Background —
Background —
Sabi Market is a multi-vendor e-commerce platform that allows users to buy from various sellers across different product categories. However, its previous buying and checkout flow was riddled with friction points, leading to cart abandonment and poor user satisfaction.
This case study outlines the problems with the old flow and details the design process behind the improved experience that significantly enhanced usability and conversions.
The Problem —
The Problem —
Despite Sabi Market's growing product base, the platform faced significant drop-offs during the buying process. Users frequently abandoned their carts or failed to complete purchases altogether. Upon research and analysis, we identified the following core issues:
Fragmented Buying Journey
The purchase process involved too many steps from product discovery to checkout, leading to user fatigue and abandonment.
Inefficient Cart System
The cart experience failed to properly support buyers purchasing from multiple sellers—leading to confusion around shipping, tracking, and cost breakdown.
Checkout Limitations
The existing checkout didn’t accommodate multiple vendors with separate logistics (e.g., individual tracking IDs), which misrepresented delivery expectations and eroded trust.
The challenge —
The challenge —
implify the user journey from product discovery to checkout.
Enable seamless multi-vendor cart functionality.
Make tracking and delivery information clear and seller-specific.
Improve the user experience through usability enhancements and visual clarity.
Increase checkout completion rates and overall satisfaction.
Research Insights —
Research Insights —
We ran interviews and in-field observations with:
Retailers in informal markets: who prefer USSD and cash but are open to Wallets if refunds are easy and secure.
Wholesalers & distributors: who manage hundreds of SKUs and demand transparency on when and how they'll be paid.
Internal teams: who revealed how much support effort went into refunds, payout errors, and payment delays.
Design Process —
Design Process —
We adopted a user-centered iterative approach, focusing on both functionality and usability. The design phase included:
Wireframing & User Flow Mapping
Created simplified user flows to minimize steps.
Factored in logic for handling multi-vendor carts.
Prototyping & Usability Testing
Built interactive prototypes using Figma
Conducted usability testing with both first-time and repeat users.
Feedback from early testing revealed:
Users appreciated vendor-specific shipping details.
The new cart summary layout made cost transparency clearer.
Key Improvements Through Redesign —
Key Improvements Through Redesign —
1. Home Screen – Simplified for Clarity & Conversion
The home screen was cluttered with too many categories and promotions, burying key CTAs and making product discovery overwhelming.
Improvements:
Decluttered layout with clearer visual hierarchy
Highlighted deals and categories based on user behavior
2. Cart Screen – Grouped by Vendor, Clearer Checkout Options
All cart items were lumped together, making it unclear which items belonged to which vendor and how shipping or tracking would work.
Improvements:
Items now grouped under their respective sellers
Seller-specific subtotals and shipping details
Option to check out per vendor or for all at once
3. Order Details (All Vendors View) – Transparent Fulfillment Overview
After placing an order, users couldn't easily tell which vendor was shipping which item or track deliveries independently.
Improvements:
Order page split into vendor sections
Each vendor shows its items, shipping status, and tracking number
Enhanced trust with clear delivery expectations
4. Order Details (Single Vendor View) – Focused Delivery & Tracking
Users couldn’t drill into vendor-specific delivery details, often leading to support requests when only part of an order was delivered.
Improvements:
Dedicated screen for each vendor's fulfillment within a multi-vendor order
Includes: items delivered, tracking number, estimated delivery date
Users can report issues or reorder per vendor
Impact —
Impact —
Post-launch data showed promising improvements across key metrics: Cart Abandonment Rate dropped by 20%, Average Checkout Time reduced by 50%, and a 2.5pts increase in User Satisfaction Score
Take aways —
Take aways —
esigning for multi-vendor logistics is a unique challenge—communication and clarity are key.
Minimizing steps doesn’t always mean removing actions; it means combining and simplifying.
Clear feedback (e.g., visual cues, confirmation messages) significantly boosts user trust.
Final Thoughts —
Final Thoughts —
The redesign of Sabi Market’s buying and checkout flow created a more intuitive, efficient, and trustworthy experience for users. By solving for multi-vendor complexities and reducing friction, we improved key business metrics and customer satisfaction.
Thank you for scrolling all through to the end ❤️😌
Thank you for scrolling all through to the end ❤️😌
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