Oscar Grand App

RESEARCH, UX DESIGN, UI DESIGN


Helping to make the necessity of grocery shopping a bit more delightful for Egyptian consumers by bringing the first-ever indoor mapping app to the Middle East. In the process, learning a lot about multinational and multicultural product development in the process. 

Oscar Grand store

DELIVERABLES

App Map, Wireframes, Decks

METHODS

Interviews, UX/UI

ROLE

UX Designer

 

Objective

My team at Phunware was retained to create an app with wayfinding capabilities to make it easier for customers to locate specific departments as well as Oscar’s in-store cafes.

 

CHALLENGES

  • As the region's first app of its kind, some tension arose around feature limitations within Phunware’s app platform. 

  • Since travel to Egypt was time and budget prohibitive, we couldn’t physically tour the stores. We made adjustments working across 8 time zones. 

  • But the most unique challenge was building versions in both English and Arabic.

 

Execution

The client enabled a virtual store walk-through to help us understand what users would experience as they used our app. Our team was also able to conduct interviews with various staff via video calls.

As part of a design and development team, I participated in strategic decision making and was responsible for the following areas: 

  • User flows and feature build-outs based on Phunware’s app platform

  • Concurrent rounds of wireframes to solidify a design language with developers and stakeholders

  • UI comps for multiple approval rounds

Wireframes for navigation and restaurant directory

 

Impact

The final app was received well by team Oscar and has been in use and available via the App Store and Google Play since 2015. 

A later version was updated to include a multilingual bridal registry.

UI detail view in English and Arabic

 

Reflection

We all learned a lot about the patience and diligence needed to build a truly multinational product. 

UI for navigation and restaurant directory

 

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