THE PLATFORM
One interface for many delivery needs
Courier deliveries, furniture moving, grocery delivery, handyman services, document pickup and more had to work within a coherent customer-facing web and mobile experience.
01
Project overview
MACH is a logistics-as-a-service platform operating in Kuwait and the GCC region. With 40+ service types, the challenge was creating one experience that could support very different delivery needs without overwhelming people.
THE OPPORTUNITY
High awareness, weak activation
MACH had 100k+ registered users and strong brand recognition, but users struggled to understand how to use the product for their specific need. The booking funnel showed a 60% drop-off between sign-up and the first completed delivery.
8 weeksResearch + design
SoloProduct Designer
40+Service types
100k+Registered users
02
The problem
The problem was not a lack of services. It was the amount of cognitive work users had to do before they could even begin a booking.
40+ services were presented as an alphabetical list with little grouping or context.
First-time users had no onboarding or intelligent suggestions to help them choose.
Cost appeared only at checkout, creating surprise and abandonment.
Returning users saw the same generic interface instead of a faster route to their common bookings.
Business impact: 60% drop-off in the booking funnel represented
roughly 40,000 potential first bookings lost per month, alongside high support volume from confused users and
a low repeat-booking rate.
03
My role & process
As the solo Product Designer, I owned the end-to-end UX from research and problem definition through high-fidelity design, validation, documentation and engineering collaboration.
Research & synthesis
User interviews, support-ticket analysis and session recordings.
Insight & ideation
Identified mental models, defined HMW statements and explored 3+ directions.
Wireframing & testing
Low-fi wireframes followed by concept testing and iteration.
High-fidelity design
Built Figma designs aligned to the MACH purple, cyan and navy brand system.
Prototype & validate
Interactive prototypes tested with 8–10 target users in moderated sessions.
Handoff & support
Design-system documentation, component specs and engineering collaboration.
04
Research & discovery
The research combined qualitative evidence, support data, session behavior and the booking funnel to understand where confidence broke down.
12 INTERVIEWS
Mental models
6 active users, 4 lapsed users and 2 sign-ups who never booked. The conversations explored decision-making, pain points and unmet needs.
500+ TICKETS
Support patterns
45% asked which service to choose, 25% asked why a service was unavailable and 18% raised pricing-clarity issues.
50 SESSIONS
Observed behavior
Average time in-app was 3.2 minutes. Most users browsed categories, became overwhelmed and left. No users discovered personalization features.
FUNNEL
Where activation broke
Sign-up 100% → Browse 85% → Add to Cart 32% → Checkout 15% → Complete 6%. The biggest drop was Browse → Add to Cart.
Users think in outcomes
85% of interviewees described a task such as sending a gift or moving furniture rather than naming a service category.
Decision paralysis is measurable
Narrowing the service choice to three outcome groups reduced browsing time by 60% in prototype testing.
Trust comes from transparency
Users wanted real-time estimates as soon as delivery details were entered instead of discovering the price at checkout.
Repeat users are power users
15% of users generated 65% of bookings. Their journey was predictable: open the app, book a favorite service and complete.
Guidance shapes first impressions
Three smart questions produced 3x higher conversion in prototype testing than unguided browsing.
Mobile context matters
67% of users booked on mobile, often while in transit, on a job or dealing with an immediate need.
05
Competitive landscape
Mashkor was the primary direct competitor in the same GCC multi-service delivery space. The comparison helped define where MACH needed to differentiate.
DimensionMashkorMACH approach
Service discoveryBUY or PICK-UP, then category
browsing.Outcome-based guidance with What? Where? When?
NavigationCategory-based lists.Send Something, Move
Something, Get Help.
PricingAppears late in the journey.Real-time
estimates after delivery details.
PersonalizationGeneric home experience.For You,
recent bookings and quick reorder.
Brand tonePlayful and magical.Professional,
reliable and transparent.
Mobile-firstFast and playful mobile
experience.Mobile-first flows with 48px touch targets and bottom navigation.
DIFFERENTIATION
Clarity over charm
The opportunity was to reduce decision friction through outcome-based navigation, transparent pricing and personalization rather than relying on messaging alone.
POSITIONING
Professional trust
With 35% of MACH users coming from B2B, reliability and confidence had to work alongside the needs of casual B2C customers.
06
Insights & How Might We
The core issue was information architecture and mental-model alignment: users thought in outcomes while the product presented features.
Outcome-based discovery
Organize services around what users are trying to accomplish instead of the internal service catalog.
Guided onboarding
Use three smart questions to remove the ambiguity of choosing among 40+ services.
Transparent pricing
Show a real-time estimate before checkout so users can make an informed decision.
Power-user shortcuts
Recognize returning users and let them book their common services without browsing.
HOW MIGHT WE
Organize 40+ services around user outcomes, guide first-time users without overwhelming them, show pricing transparently before checkout, and let returning users book their favorites in under a minute?
07
Solution & design direction
The central reframe was simple: instead of asking users to choose a service, ask them what they need to do.
01 · DISCOVERY
Guided discovery
Three contextual questions guide first-time users toward the right service and provide pricing estimates upfront.
02 · IA
Outcome-based organization
Navigation becomes Send, Move and Get Help instead of a long service-type list.
03 · TRUST
Transparent pricing
Real-time cost estimation appears immediately after location and delivery details are entered.
04 · RETURN
Smart personalization
Returning users see frequently booked services, recent orders and quick reorder actions.
FIGMA PRODUCT SCREENS
Mobile-first by design.
These screens are taken from the attached MACH Delivery Figma and placed where the story needs visual proof.
08
Design decisions & rationale
Every major decision connected directly back to research findings and prototype validation.
Outcome-based navigation structure
40 services were reorganized into three outcome categories: Send Something, Move Something and Get Help With Something. In testing with 12 users, browsing time fell from 2.3 minutes to 45 seconds and selection confidence increased from 5.1/10 to 8.2/10.
Guided onboarding questions
What are you sending or moving? Where to? When? Prototype testing with 10 participants showed 35% conversion with guidance versus 12% with unguided browsing.
Real-time pricing display
Pricing moved from checkout into the journey. The prototype comparison increased estimated checkout completion from 60% to 78% and directly addressed surprise abandonment.
Personalized home feed
Returning users see their top three services, recent orders and quick reorder actions. The in-app test showed 2.5x higher weekly booking frequency and 40% higher Day-30 retention for users with the personalized home section.
Mobile-first navigation
Bottom tabs and 48px minimum touch targets were used because 67% of bookings happen on mobile. Bottom navigation produced 3x faster task completion than the hamburger-menu comparison.
09
Expected outcomes & impact
MACH was still in development, so these are projected outcomes based on prototype testing and benchmarks rather than post-launch results.
+60%
Projected first-booking conversion
6% → 9.6%
−43%
Projected time-to-first-booking
8.2min → 4.7min
+150%
Projected repeat booking rate
2.1 → 5.2 bookings/month
−45%
Projected support-ticket reduction
Guidance + transparency
Validation plan: Track the conversion funnel daily, A/B test each
feature independently during the first four weeks, complete cohort analysis at eight weeks and iterate against
real-world usage patterns.
10
Learnings & reflection
Designing MACH reinforced that the biggest leverage often comes from organizing the experience around the user's mental model rather than adding more features.
Research changes what you organize
Research shifted the question from “what should we build?” to “how should the existing product be organized?”
Validate early
Low-fi prototypes exposed major navigation problems before high-fidelity work.
Mobile context is a constraint
Designing for people on the move forces ruthless prioritization of the core task.
Personalization compounds
The first booking is difficult; repeat bookings should become almost effortless.
Transparency builds trust
Clear pricing can remove anxiety more effectively than additional messaging.
Support tickets are design feedback
The questions customers repeatedly ask are direct evidence of where the interface needs to work harder.
FUTURE OPPORTUNITIES
AI service recommendations · Driver dashboard · Loyalty program design · Real-time tracking UX
MOBILE PRODUCT
The complete booking system, shown through the product.
A final visual pass brings the core flows together without crowding the narrative.
Designing service journeys that feel simple, even when the system behind them is not.
Redesigning the booking experience for multi-service delivery across Middle East markets, with a focus on discovery, checkout clarity, transparency and trust.