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Eco-Addis Mobile — Super App for Addis Ababa
Title
Eco-Addis — A super-app for e-commerce, food delivery and ride-hailing in Addis Ababa
My Role
Lead UX/UI Designer
Team
1 Product Manager, 1 UI Designer, 1 UX Researcher, 2 Developers
Timeline
5 Months
Project Type
Personal / Client
Tools Used
Figma, FigJam, Google Forms, Maze
Problem Statement
Addis Ababa's rapidly growing urban population faces fragmented digital commerce experiences — separate apps for shopping, food delivery, and transportation. Vendors lack affordable digital storefronts, while consumers juggle multiple platforms with inconsistent UX. Eco-Addis was designed to solve this with a single, unified super-app ecosystem tailored specifically to Addis Ababa's urban lifestyle — supporting Ethiopian Birr (ETB), Amharic context, and local business categories.
Users & Pain Points
Who are the users?
Urban Addis Ababa residents aged 18–40 — students, professionals, and small business owners who are mobile-first consumers.
What are their goals?
Shop for products, food, and services in one place|Find nearby restaurants and get food delivered quickly|Order affordable rides without switching apps|Sell products or run a vendor shop digitally|Discover local businesses through video and stories
Pain points
•
No single app serving e-commerce, food delivery, and rides in the Ethiopian market|Existing global apps (Jumia, Uber) lack local language support and local business inventory|Small vendors have no accessible digital storefront|Currency and payment flows are not localized (no ETB, no local delivery logic)|Distrust of complicated onboarding — users drop off before first purchase
•
Disputes over draw fairness — no verifiable random selection
•
No single place to view contribution history, remaining rounds, or upcoming draws
•
Organizers overwhelmed managing payments and member communications manually
•
No formal way to submit a cancellation or special request
No single app serving e-commerce, food delivery, and rides in the Ethiopian market|Existing global apps (Jumia, Uber) lack local language support and local business inventory|Small vendors have no accessible digital storefront|Currency and payment flows are not localized (no ETB, no local delivery logic)|Distrust of complicated onboarding — users drop off before first purchase
"I want to see my payment history and the draw results in one place — not scroll through a WhatsApp group."
Process & Methods
Goals
Understand how Addis Ababa residents currently shop, eat, and travel — and where digital tools fail them
Methods
•
User interviews with Addis residents across income groups|Competitor analysis: Jumia Ethiopia, ride apps, informal WhatsApp commerce|Card sorting to determine navigation structure for a multi-service app|Contextual inquiry at local markets and food spots (Bole, Saris, Merkato)
Key Findings & Insights
Users strongly prefer a single app over switching — super-app model validated|ETB pricing and Amharic map labels are trust signals, not just nice-to-haves|Flash deals and time-limited offers drive impulse purchases in food delivery|Vendors want easy onboarding — category/subcategory industry selection must be simple|Social features (stories, video Watch tab) increase time-in-app and discovery|Ride-hailing users want saved frequent destinations and trip history at a glance
Final Solution
→
A clean locally-rooted mobile super-app with five core verticals: Market Place (product discovery, vendor shops, wishlist, reviews, flash deals); Food Delivery (restaurant pages, special offers, basket, checkout, order tracking); Eco Ride (map-based ride ordering, delivery mode, trip history, Eco Miles loyalty); Watch (vertical video feed for business promotion and discovery); and Me (user profile, my products, wallet, shop management, referrals). Design uses amber/golden yellow primary, dark navy secondary, ETB currency throughout, and real Addis Ababa addresses and Amharic map context.
Impact / Results
•
Onboarding completion rate target: >80%|Time to first order target: <3 minutes|Task success rate (find and add item to cart) target: >90%|Vendor registration completion target: >70%|SUS Score target: >80
Lessons Learned
Designing a super-app requires ruthless information architecture — the hardest challenge was keeping five product verticals discoverable without overwhelming the home screen|Localization is a UX feature not an afterthought — real Addis Ababa streets, ETB pricing, and Ethiopian food context in banners built immediate trust|Social commerce is underutilized in African markets — the Watch tab and Stories features were strong discovery and retention mechanisms|Vendors are users too — the vendor registration and boost flows needed as much design care as the consumer-facing shopping experience
© 2026 Nahom Girma. Designed & Hosted with 🦾 on
Live Preview (Coming Soon)
Eco-Addis Mobile — Super App for Addis Ababa
Title
Eco-Addis — A super-app for e-commerce, food delivery and ride-hailing in Addis Ababa
My Role
Lead UX/UI Designer
Team
1 Product Manager, 1 UI Designer, 1 UX Researcher, 2 Developers
Timeline
5 Months
Project Type
Personal / Client
Tools Used
Figma, FigJam, Google Forms, Maze
Problem Statement
Addis Ababa's rapidly growing urban population faces fragmented digital commerce experiences — separate apps for shopping, food delivery, and transportation. Vendors lack affordable digital storefronts, while consumers juggle multiple platforms with inconsistent UX. Eco-Addis was designed to solve this with a single, unified super-app ecosystem tailored specifically to Addis Ababa's urban lifestyle — supporting Ethiopian Birr (ETB), Amharic context, and local business categories.
Users & Pain Points
Who are the users?
Urban Addis Ababa residents aged 18–40 — students, professionals, and small business owners who are mobile-first consumers.
What are their goals?
Shop for products, food, and services in one place|Find nearby restaurants and get food delivered quickly|Order affordable rides without switching apps|Sell products or run a vendor shop digitally|Discover local businesses through video and stories
Pain points
•
No single app serving e-commerce, food delivery, and rides in the Ethiopian market|Existing global apps (Jumia, Uber) lack local language support and local business inventory|Small vendors have no accessible digital storefront|Currency and payment flows are not localized (no ETB, no local delivery logic)|Distrust of complicated onboarding — users drop off before first purchase
•
Disputes over draw fairness — no verifiable random selection
•
No single place to view contribution history, remaining rounds, or upcoming draws
•
Organizers overwhelmed managing payments and member communications manually
•
No formal way to submit a cancellation or special request
No single app serving e-commerce, food delivery, and rides in the Ethiopian market|Existing global apps (Jumia, Uber) lack local language support and local business inventory|Small vendors have no accessible digital storefront|Currency and payment flows are not localized (no ETB, no local delivery logic)|Distrust of complicated onboarding — users drop off before first purchase
"I want to see my payment history and the draw results in one place — not scroll through a WhatsApp group."
Process & Methods
Goals
Understand how Addis Ababa residents currently shop, eat, and travel — and where digital tools fail them
Methods
•
User interviews with Addis residents across income groups|Competitor analysis: Jumia Ethiopia, ride apps, informal WhatsApp commerce|Card sorting to determine navigation structure for a multi-service app|Contextual inquiry at local markets and food spots (Bole, Saris, Merkato)
Key Findings & Insights
Users strongly prefer a single app over switching — super-app model validated|ETB pricing and Amharic map labels are trust signals, not just nice-to-haves|Flash deals and time-limited offers drive impulse purchases in food delivery|Vendors want easy onboarding — category/subcategory industry selection must be simple|Social features (stories, video Watch tab) increase time-in-app and discovery|Ride-hailing users want saved frequent destinations and trip history at a glance
Final Solution
→
A clean locally-rooted mobile super-app with five core verticals: Market Place (product discovery, vendor shops, wishlist, reviews, flash deals); Food Delivery (restaurant pages, special offers, basket, checkout, order tracking); Eco Ride (map-based ride ordering, delivery mode, trip history, Eco Miles loyalty); Watch (vertical video feed for business promotion and discovery); and Me (user profile, my products, wallet, shop management, referrals). Design uses amber/golden yellow primary, dark navy secondary, ETB currency throughout, and real Addis Ababa addresses and Amharic map context.
Impact / Results
•
Onboarding completion rate target: >80%|Time to first order target: <3 minutes|Task success rate (find and add item to cart) target: >90%|Vendor registration completion target: >70%|SUS Score target: >80
Lessons Learned
Designing a super-app requires ruthless information architecture — the hardest challenge was keeping five product verticals discoverable without overwhelming the home screen|Localization is a UX feature not an afterthought — real Addis Ababa streets, ETB pricing, and Ethiopian food context in banners built immediate trust|Social commerce is underutilized in African markets — the Watch tab and Stories features were strong discovery and retention mechanisms|Vendors are users too — the vendor registration and boost flows needed as much design care as the consumer-facing shopping experience
© 2026 Nahom Girma. Designed & Hosted with 🦾 on
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Bet Gebeya — Property Listing and Viewing Scheduler
Title
Bet Gebeya — A property listing and viewing scheduler for the Ethiopian real estate market
My Role
Lead UX/UI Designer
Team
1 Product Manager, 1 UI Designer, 1 Backend Developer
Timeline
1 Month
Project Type
Personal / Client
Tools Used
Figma, FigJam, Google Forms
Problem Statement
Ethiopia's real estate market — particularly in Addis Ababa — operates largely through informal channels: word-of-mouth, physical billboards, and broker phone calls. Buyers and renters have no reliable, centralized platform to discover, evaluate, and schedule property viewings digitally. Agents lack a professional tool to showcase listings and manage client appointments. Bet Gebeya ('House Market' in Amharic) was designed to solve this by bringing property discovery, agent transparency, and viewing scheduling into a single, clean mobile experience — priced in ETB and built for the Ethiopian context.
Users & Pain Points
Who are the users?
Two primary groups: Property seekers — urban Addis Ababa residents aged 22–45 looking to rent or buy residential properties (apartments, villas, condos). Real estate agents — individual agents and small agencies managing multiple listings across the city.
What are their goals?
Seekers: discover quality listings, evaluate properties with photos and pricing, contact agents, and book viewings without phone tag|Agents: showcase listings professionally, receive and manage viewing appointments, build a bookable profile
Pain points
•
No single trusted platform for Ethiopian property listings with verified ETB prices|Scheduling viewings requires back-and-forth calls with no confirmation system|Listings on social media (Telegram, Facebook) lack standardized information — no consistent photo quality, price, or location format|Buyers have no way to evaluate an agent's track record before engaging|High-value decisions (multi-million ETB properties) require a trustworthy professional interface — informal channels erode confidence
•
Disputes over draw fairness — no verifiable random selection
•
No single place to view contribution history, remaining rounds, or upcoming draws
•
Organizers overwhelmed managing payments and member communications manually
•
No formal way to submit a cancellation or special request
No single trusted platform for Ethiopian property listings with verified ETB prices|Scheduling viewings requires back-and-forth calls with no confirmation system|Listings on social media (Telegram, Facebook) lack standardized information — no consistent photo quality, price, or location format|Buyers have no way to evaluate an agent's track record before engaging|High-value decisions (multi-million ETB properties) require a trustworthy professional interface — informal channels erode confidence
"I want to see my payment history and the draw results in one place — not scroll through a WhatsApp group."
Process & Methods
Goals
Understand how Ethiopians currently search for property and where the experience breaks down between discovery and viewing
Methods
•
User interviews with property seekers and active real estate agents in Addis Ababa|Competitive analysis: Engocha, JiJi Ethiopia, informal Telegram group listings|Content audit of existing listing formats to define minimum required information per listing|Card sorting to determine hierarchy: what do users want to see first on a listing?
Key Findings & Insights
Price and location are the two highest-priority data points — users skip listings that don't show both immediately|Photos drive trust — multiple interior images per listing significantly increase engagement intent|Agent credibility is a blocker — users want a phone number and email visible before committing to a viewing|Scheduling friction causes drop-off — users who can't book a viewing in-app simply don't follow up|ETB pricing is non-negotiable — listings in USD or without currency context are dismissed as not locally relevant|Star ratings for agents were unexpected but highly valued — users want accountability signals
Final Solution
→
A focused trustworthy real estate discovery and appointment app with 21 screens across four core pillars: Explore (discover suggested, recent, and top listings at a glance with ETB pricing and agent ratings); Search (find properties by keyword with history and live results); Bookings (view, reschedule, or cancel property viewing appointments via an integrated calendar UI); and Profile (manage personal info, settings, and account security). Listing cards show photo, name, location, agent, star rating, and ETB price consistently across all screens.
Impact / Results
•
Sign-up completion rate target: >75%|Time from Explore to first Booking scheduled target: <5 minutes|Task success (find property and schedule viewing) target: >88%|Booking cancellation rate target: <20%|User trust rating (post-session survey) target: >4.2/5
Lessons Learned
Real estate requires a high-trust design language — clean blue, minimal clutter, and agent contact information front-and-centre was deliberate because users are making multi-million ETB decisions|Scheduling UX is its own discipline — the calendar/time picker flow needed three rounds of refinement to feel both powerful and simple|Content strategy is a design problem — the Suggested Title placeholder on the Explore hero revealed the design team hadn't defined editorial rules for featured content|Local naming is trust-building — using real Addis Ababa neighbourhood names and Ethiopian phone prefixes in prototype content made user testing sessions feel authentic
© 2026 Nahom Girma. Designed & Hosted with 🦾 on