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Case Study: Avo Super App 

Designing the Avo Super App Experience

Overview

Client: Avo (Super App platform)
Role: UX/UI Designer, Service Designer
Timeline: 2019-2020
Team: Cross-functional team including product managers, developers, researchers, and business stakeholders

The Challenge

Avo, a growing super app in South Africa, aimed to consolidate multiple lifestyle services from grocery delivery to on-demand services into a seamless mobile experience. However, users found the app complex and unintuitive, which was impacting retention and conversion rates.

The goal was to reimagine the end-to-end experience to:

  • Simplify navigation across diverse service offerings
  • Improve the consistency of UI components
  • Enhance trust and usability across service touchpoints
  • Address CX pain points discovered in user feedback
 
My Role

I led the UX/UI design efforts and collaborated with the service design team to align touchpoints across digital and physical experiences. I was responsible for:

The goal was to reimagine the end-to-end experience to:

  • Conducting user research and mapping service blueprints
  • Redesigning core user flows (onboarding, ordering, payments)
  • Creating a modular design system to support product scalability
  • Facilitating workshops with stakeholders to align around user needs
 
Process
  1. Discovery & Research
      • Conducted stakeholder interviews and usability audits
      • Analyzed customer feedback from NPS, app reviews, and support tickets
      • Facilitated co-creation workshops with real users to understand service expectations
  2. Journey Mapping & Service Blueprinting
      •  Created current-state journey maps to identify friction points
      • Mapped frontstage and backstage interactions to highlight service dependencies
      • Identified key moments of truth and opportunities for improvement
  3. Wireframing & Prototyping
      • Developed low-fidelity wireframes to test key flows quickly
      • Iterated with feedback from internal usability tests
      • Created high-fidelity UI mockups using Figma and prototyped end-to-end experiences
  4. UI Design & Design System
      • Established a consistent visual language for the app
      • Designed reusable components aligned with accessibility standards
      • Delivered a scalable design system for the engineering team to implement efficiently

Outcome & Impact

  1. Improved onboarding completion by +30% post-launch
  2. Reduced average task completion time by ~25% across key flows
  3. Increased customer satisfaction (CSAT) and app store ratings
  4. The new design was used as the foundation for additional service verticals within the app

Reflections

This project taught me the value of integrating service design with product UX especially when dealing with complex, multi-service platforms. It reinforced the importance of cross-functional collaboration, systems thinking, and designing with both the user and the business ecosystem in mind.