Speedi - Grocery shopping app for Saudi Arabia
“
A full supermarket in a few taps, delivered to the door.
Speedi
iOS and Android app, 2019
About the project
Speedi lets shoppers in Saudi Arabia order groceries from Abdullah Al Othaim Markets and get them delivered at a time that suits them. We designed the customer app for iOS and Android in Arabic and English, from the first location check to checkout, delivery tracking and rating. It launched in early 2020.
Project
Speedi Grocery App
Industry
Online Grocery
Location
Riyadh, Saudi Arabia
Date
2019–2020
“
Client Request
Othaim wanted grocery shopping to feel simple: browse thousands of products, filter by brand, price and offers, pay by card or cash, and get the order at a chosen time.
Abdullah Al Othaim Markets
Business requirements, January 2019
Design Pillars
Core UX Principles
Categories, brands, offers and search on the home screen, so the weekly shop starts in one tap.
Each item can say what to do if it is out of stock: call me, or don’t buy it.
Every screen designed in both languages, each in its own reading direction.
What Shoppers Need
Problems we designed out
Not in My Area Yet
Shoppers outside the delivery area can vote to bring Speedi to their city and get a message when it arrives.
Missing Items
A missing item can spoil an order, so shoppers set a choice for each item before checkout.
Delivery Timing
Shoppers pick a delivery slot and can follow a scheduled order step by step.
The Challenge
Problem Statement
The Main Goal: Make Online Grocery Feel Simple
The app had to make a full supermarket easy to browse on a phone, handle cash on delivery as smoothly as cards, and feel at home in Arabic or English from the very first screen.
“
You Select. We Deliver.
Speedi
Brand promise
Our Approach
Solution
A Complete Shopping App
Onboarding, home, categories, search, cart, checkout, payment, wallet, orders, lists and ratings, designed for iOS and Android in Arabic and English. It is an example of our Mobile App Design work.
01 - Wireframes First
Every flow was mapped in wireframes before any visual design, from sign-up to rating.
02 - Reviews with Othaim
We worked in sprints of up to four weeks and reviewed screens with the Othaim team after each one.
03 - Changes After Launch
We kept improving the app through 2020, adding gift vouchers and delivery-slot capacity.
Before & After
The Blueprint & Evolution
English to Arabic
Every screen was designed in both languages, for iOS and Android.
Kept: the layout, the components and the product photos.
Changed: the reading direction, the menu side and the typefaces.
Design
Key Features
Item Options
For each product in the cart, shoppers choose what happens if it is missing: call me, or don’t buy it.
A Checkout for Saudi Arabia
Delivery slots, saved cards, coupons, wallet credit and cash on delivery with the change you need.
Design System
Visual Identity
Typography
The Speedi typefaces, sized for product names and prices in Arabic and English.
Color Palette
Speedi red for the brand and offers, and green for actions like add to cart and checkout.
UI Logic
Clear states for everything that can go wrong: no coverage, an empty cart, out of stock, an expired card or a failed payment.
Impact
From Design to the App Stores
Results for Speedi
Speedi launched on the App Store and Google Play in early 2020. The Android app alone has passed 500,000 installs, and the service is still running today.
Speedi
,
Othaim Markets
Result
By the Numbers
60+ Screens
Designed for each platform, in Arabic and English.
500K+ Installs
On Google Play alone, according to the store listing.
2 Platforms
iOS and Android, each in Arabic and English.
Process
Built Sprint by Sprint
Reviewed with Othaim
We shared screens with the Othaim team in regular online reviews and turned their feedback into the next sprint. After launch, we stayed on to design new features.
Final Showcase
The Speedi Shopping Experience
