Beyond savings! – Ali Ould kaddour

Case study

Maximizing Purchasing Power: Elevating the Shopping Experience with an Intelligent Super Wallet

Company
Goubba - Fintech startup

Date
Sep 2019 - Now

My role
Product management
Strategy & Research
Design system
UX/UI Design
Interaction design
Visual design
Prototype
Analytics

Overview

Creating a Fulfilling Payment Ecosystem:
Connecting North African Users to the European Diaspora through Innovative Rewards.

Goubba, a rapidly growing super app in North Africa, began its journey in 2020 as a coupons and deals aggregator. With a mission to enhance the purchasing power of consumers, Goubba has been offering the best deals, promo codes, and cashback options to its users. Building upon its success in the e-commerce industry, Goubba has recently entered the fintech market to provide its users with more accessible payment solutions. As part of this initiative, Goubba aims to design a rewarding payment ecosystem that will not only benefit its users in North Africa but also establish a bridge with the North African diaspora in Europe.

02 | Role & Deliverables
As a UX/UI Designer, I played a critical role in the development of Goubba's products from the early MVP stage. Working closely with stakeholders and engineers, I was responsible for overseeing the end-to-end design process, which included defining the initial idea, conducting research, developing strategies, and creating interactive and visually appealing designs.

I also focused on designing prototypes, which helped to test and validate the usability of the products before they were launched. Additionally, I utilized analytics to evaluate the user experience and identify areas for improvement.

Overall, my key responsibilities included developing a compelling user experience, ensuring seamless user interaction, creating visually appealing designs, and evaluating the effectiveness of the products through analytics.

03 | Challenges
The challenge was promoting the use of Goubba coins (GC) for all platform operations while maintaining a seamless user experience. To overcome this, I utilized design strategies such as intuitive visual cues and highlighting GC benefits.

04 | Outcome & Impact
After launching the MVP within a couple of months, We witnessed millions of promo code uses, along with thousands of cashback and deals activations, exceeding our expectations. Since then, Goubba has grown exponentially and reached over 3 million users, while also helping numerous brands enhance their visibility and sales.

As a leading Fintech company in North Africa, Goubba has focused on its core vision of "Pay less, save more," which resonates with its users. By delivering the best deals, promo codes, and cashback options, Goubba has become the go-to platform for users looking to save money and increase their purchasing power.

+187M

Deal activation

+256M

Transactions

+3M

User & Partner

Ideation

We come together with stakeholders, and we kicked off the project with the analysis phase where we set the product roadmap for 2 years. We also discussed different features and solutions for the app, and we set time frames for each functionality with delivery time.

Doing so, I gained insights into Goubba’s goals and wishes, which I confirmed with the personas I created before, and later with real users using a prototype.

Goubba cashback flow - 2021

Business Model

As a versatile solution, Goubba consists of three key parts: personal, business, and corporate. The personal part is designed to enhance the purchasing power of individual users by providing the best deals, promo codes, and cashback options. The business part focuses on improving brand visibility and sales, while the corporate part is tailored to meet the specific needs of larger organizations.

Building the system

Before starting, we’ve to build Goubba Bukasten following the Atomic design approach and we make sure to follow a consistent brand kit.
This allows us to keep consistency across all mediums, and it helped us with UI scalability.

Goubba Brand kit

Goubba Pattern Library

3 challenges with Big takeaways

01. One-place deal provider, the deal hub!
02. Rewarding experience with a sense of gamification
03. The super wallet for an alternative payment solution

01.

One-place deal provider, the deal hub!

Goubba embarked on its journey as an MVP with limited functionality, allowing users to only copy discount codes, including both normal and exclusive codes, and access deals via direct links. However, users quickly became captivated by this offering, and the phrase "dir l'affaire maa Goubba," which translates to "make a deal with Goubba," began to gain popularity.

With a focus on user experience, micro sections of coupons and deals underwent multiple enhancements through A/B testing and the utilization of data provided by the performance team.

In just three short months, Goubba's user base took advantage of millions of discounts and deals, marking the beginning of an incredible journey.

02.

Rewarding experience
with a sense of gamification

The reward section is the crown jewel of Goubba's analytical offering, providing an interactive experience that users simply adore. With various user levels available (Bronze, Silver, Gold, etc.), users can enjoy many advantages, further cementing their loyalty to the platform.

The rewards section is broken down into two tabs: SPEND and WIN. In the WIN tab, users can complete different daily and instant tasks to earn valuable Goubba points. Meanwhile, the SPEND tab allows users to exchange their Goubba coins for various rewards, including Netflix and Top-up cards.

Thanks to this gamification experience, Goubba has been able to retain users and convert them into daily addicts, all while offering additional benefits such as discounts, deals, and cashback. It's clear that Goubba is committed to providing the ultimate user experience, and the rewards section is a testament to that.

03.

The super
wallet for a rewarding payment solution

Users find it really intuitive as a payment solution that is designed to provide an extremely rewarding experience for them. It is a secure and user-friendly feature that allowed them to protect their payment information, and make transactions while receiving various rewards in the form of cashback and loyalty points.

The Super Wallet is a versatile all-in-one solution that simplifies the payment process, making it easy for users to pay online or in-store with Goubba partners. Additionally, the Super Wallet offers a host of benefits and advantages, such as faster transaction processing, instant rewards redemption, and exclusive deals and promotions.