Case study
Sabi is Africa`s leading provider of enabling infrastructure powering the distribution of goods and services. Founded with a solutions oriented approach to solving commercial challenges, Sabi has grown to become a significant player in global supply chain services, focusing on the processes involved in the sourcing and distribution of physical goods and commodities across diverse markets.
Role
Duration
Industry
Traditional logistics solutions often fail to address the unique demands of these SME merchants, resulting in delays, inventory mismanagement, and a lack of transparency in the supply chain.
The challenge lies in developing and implementing a scalable, robust digital platform that provides holistic solutions for supply chain management and integrates financial services tailored to the needs of African SMEs in the FMCG, electronics, and textiles industries.
This platform must overcome the existing logistical bottlenecks, improve supply chain visibility, facilitate easy access to restocking, ensure timely delivery of goods, and enhance overall operational efficiency, thereby enabling these businesses to thrive in a competitive global landscape.
175,000
Wholesalers & retailers
$200m
value of goods sold
$38m
Series B funding
THE SOLUTIONS BELOW
Key deliverables:
Mockups showing the UI of the Logistics web app
Key deliverables:
Dashboard - For the drivers to get a list of items to be delivered and cost estimate
Trips - To monitor pick up status, drop off details and navigation
Profile - To view bio-data and past trips
Mockups and prototype below:
Mockups showing the UI of Drivers' mobile app
Key deliverables:
Mockups showing the UI of the Logistics web app
BEHIND THE SCENES BELOW
To ensure the platform meets the unique needs of its users within the African SME landscape, research aimed to understand the existing market, user behaviors, and the challenges faced by merchants, suppliers, and logistics partners. The following types of UX research were conducted:
Competitive analysis
Reviewing existing products like TradeDepot, Omnibiz, Tajir, and MarketForce provided insights into the competitive landscape. This analysis helped identify gaps in the market and opportunities for differentiation. Jakob’s Law of internet user experience was considered, emphasizing the importance of aligning Sabi's platform with users' expectations based on their experience with other sites.
Literature review
An extensive review of industry-related articles read to understand the intricacies of the supply chain and logistics sectors in Africa. This helped in identifying key challenges and opportunities for innovation. The process was needed to eliminate Confirmation Bias to avoid undervaluing information that contradicts my beliefs.
Competitive analysis
Interviews with warehouse staff, supplier personnel, and logistics partners were critical in understanding the existing processes and pinpointing opportunities for automation and efficiency improvements. These insights were analyzed through the lens of Nielsen’s Usability Heuristic of 'Match between system and the real world', ensuring the platform’s design speaks the users’ language.
Usability testing
Early prototypes were tested with supplier personnel & logistic partners to identify usability issues and areas for improvement. Testing was framed around Nielsen’s Heuristic of User Control and Freedom, allowing users to experiment with the navigation and functionality, ensuring users never feel lost or trapped within the app interface.
Simplicity in design: Striving for simplicity helps in creating more intuitive and easy-to-use products. It’s crucial to focus on core functionalities that meet the primary needs of your users, rather than overwhelming them with features.
Adapting to change is crucial: In long-term projects, external factors such as market trends, technology advancements, and regulatory changes can impact product requirements and user expectations. Being flexible and open to pivoting the product strategy is key to staying relevant.