Challenge

Feranchesco, a luxury haircare brand in the GCC, operated solely through a website with limited traffic and minimal engagement. With the rise of mobile commerce in the UAE, where over 80% of users shop via smartphones, the brand recognized the need to expand its digital presence and better connect with customers. Their challenge was to launch a dedicated mobile app that would deliver a seamless, brand-consistent shopping experience optimized for mobile-first users.

Solution

I led the UX/UI design for Feranchesco’s first-ever mobile e-commerce app, crafted to meet the expectations of modern UAE consumers. By analyzing user behavior trends in regional m-commerce, I focused on speed, clarity, and convenience. The app features intuitive navigation, clear product categorization, and a premium interface aligned with the brand’s identity. Key UX decisions—like simplified checkout, quick reordering, and Arabic language support—were made to increase engagement and trust. The result is a high-converting mobile experience built to scale user acquisition and retention in a mobile-first market.

Process

Feranchesco's team approached with a significant issue: their website was not attracting much traffic, and they didn’t have a mobile presence, even though most of their target audience preferred shopping on their phones. I began by conducting stakeholder interviews to understand their business needs and then researching user behavior by analyzing competitor apps and gathering customer feedback. My goal was not just to create a more visually appealing design, but to make the process of browsing, discovering, and buying products as seamless as possible. I started with low-fidelity sketches to quickly validate ideas before progressing to high-fidelity designs.

Wireframing

Style Guide & Design System