Mamboo SuperApp
The Challenge
The African continent is sometimes lacking in digital solutions, already common in other parts of the world. The Angolan startup Mamboo noticed this scenario and, during the pandemic, saw its delivery app enter and grow in the Angolan market.
Objective
At the beginning of 2022, Mamboo's operation was still restricted to the Luanda metropolitan region, but they called on Marte for an ambitious challenge: to help them scale the delivery service to the entire African continent.
It was necessary to address the pains already identified and highlight other services offered by the company. But the result went further! Innovative functionalities and ones that were in line with the local culture were added, along with a complete and brand-new Design System.
Generating Value
The analysis of the challenge revealed the following scenario: the Mamboo app was still predominantly seen as a food delivery app and its other functionalities were underutilized. Therefore, it was important that the solution generated be efficient in reinforcing the other value propositions present in the service, but with the care not to "harm" the use already adopted by its audience. Check out the three main benefits of the project:
Main Benefits
Improved Experience: Refinement of the user's experience with the functionalities already adopted based on field results.
Service Expansion: Transformation of other Mamboo services - virtual wallet, package deliveries, etc. - to achieve an engaging experience.
Conversion and Retention: Payment flow corrections to increase/ensure conversion of items in the cart and encourage the use of MambooPay.
Secondary Benefits:
Cultural Adaptation: Production of identity and usage experiences that adhere to local characteristics to encourage consumer identification.
Focus on Innovation: Creation of innovative functionalities for the segment: creation of a friend network for order recommendations, payment splitting options, etc.
Expansion Capability: Structuring of scalable flows and Design System prepared for expansion to other countries.
New screens of the SuperApp, showcasing its three main services: MambooShop, MambooPay, and MambooPack.
Market segments available in the MambooShop function.
Some of the innovative functionalities developed during the project.
Framework
For this challenge, we opted for a classic framework in Design: the Double Diamond. Throughout this process, the team relied on the participation of experts in research, service design, UX/UI, among others. Thanks to this model, it was possible to carry out an effective immersion and mapping work on the project's challenges - with in-depth interviews and an extensive benchmark - and transform it into insights and key criteria for the design of the new app's experience and screens.
Analysis material developed throughout the project.
