<aside> 💡
The Product Card (PC) in its current form fails to address key UX expectations of the UAE market, resulting in:
🔻 Unoptimized user journey →
🔻 Friction at the decision and payment stage →
🔻 Low trust → 🔻 Low trust →
🔻 Low product and business metrics → 🔻 Low product and business metrics
[Adding to cart less than 0.5% and 80% bounce rate, I'll keep silent about business ones.]
Hypothesis: UAE is a highly competitive market → UX doesn't contain familiar amenities, user doesn't see familiar trust elements? → goes to competitors.
As it later turns out - the problem is not a bad product, but that it is not fully customized to local expectations, which directly hits sales.
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<aside> ⚡
✅ Used a modified table from "KISLOROD UX Lab" for comparison and evaluation**, within the rating I got** 82/100 for functionality
📌 Brief conclusions on Usability: in general we are at an acceptable level, but the table does not reflect the quality of layout and the actual quality of implementation of the nodes themselves, but only reflects the presence of them. UX improvement work has already been done for the main fork of the product, and this audit is about comparing UAE and RU patterns.
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<aside> 📊
Globally: there areno differences, but there are nuances:
🔹 Payments - Apple Pay, Samsung Pay, Tabby, Tamara are common in UAE.
🔹 Delivery - fast, with a choice of date and time.
🔹 Reviews - high priority, actively using external platforms.
Key differentiator from competitors:
🔸 No reviews and ratings → low social trust.
🔸 No familiar UAE installments and Apple/Samsung Pay → lower conversion.
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<aside> 🏆
📌 All players use standard eCommerce patterns, have a frankly average UX containing only basic ECOM amenities.
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<aside> ⚡
✅ Add or move reviews and ratings from RU platform → increase trust.
✅ Introduce Apple Pay, Samsung Pay, installment payments (Tabby, Tamara).
✅ No need for a separate version for UAE - modularity of the future KT is already built in.
📌Conclusion: Final ize existing functionality, add key elements for UAE market - and break in 🚀
Comments and conclusions were passed to the Dubai team for operational hotfixes, after implementation of improvements and together with the work of the marketing department on the quality of lead generation, we managed to reduce Bounce in the card 80%→30%.
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