07 · E-commerce · Mobile
A screen-by-screen usability audit surfaced dozens of friction points. The redesign rebuilt the homepage, category, product and checkout screens around a cleaner grid and a warmer brand voice.
Overview
Mahally is a local marketplace connecting Egyptian shoppers to independent brands. The original app worked — but abandoned baskets and shallow session depth pointed to friction the team couldn't quite name.
01 · Heuristic Audit
A screen-by-screen Nielsen heuristic audit surfaced 34 usability issues, clustered around discovery, product comprehension, and checkout confidence.
02 · Usability Testing
Moderated sessions confirmed the audit: users could find products, but they hesitated at the moment of paying. Trust cues — reviews, return policy, seller identity — were present but invisible in the layout.
03 · Redesign
The new homepage leads with one editorial hero and a scannable category rail. Product pages foreground imagery and the buy-box; secondary info collapses into progressive disclosure. Checkout collapses to two steps with a persistent order summary.
“The old app was loud. The new one lets the products do the talking.”
Case study
Mahally
Screen-by-screen audit and redesign: a quieter homepage grid, a foregrounded buy-box, and checkout collapsed from four steps to two with a persistent order summary.
Outcome
The redesigned flows shipped to production with measurable improvements in add-to-cart and checkout completion during the first release cycle.
Global reach
Egypt
Saudi Arabia
UAE
Bahrain
Belgium
Türkiye
Germany