Shukran Market

A culturally driven e-commerce conceptual app that bridges the gap between consumers and small businesses selling authentic Middle Eastern goods.

Project Overview

Branding, Style Guide, and the Design Process (UX/UI)

Middle Eastern diaspora communities struggle to access authentic cultural products, relying on expensive imports or low-quality alternatives from major retailers.
Shukran Market aims to connect consumers directly with local Middle Eastern businesses that source and ship these authentic goods. By allowing users to shop by place and supporting small businesses, the app enriches cultural access while strengthening community economies.

Deliverables

Prototype
Brand style guide

Platforms

Figma, Mobbin, Canva, and Procreate

My Role

Sole Brand Designer and UX/UI Designer
I am responsible for the end-to-end design process and conducting research.

View Research and Product Requirements

Shukran Market's moodboard

Design Process

With secondary research from blogs and primary interviews, I visualized how users would navigate the marketplace. Explained by Jakob's Law, users have already used platforms like this and would prefer Shukran to work in a familiar way. The goal is that Shukran Market app will let users like shop for authentic Middle Eastern ingredients from local businesses quickly and easily, which will affect users who are home cooks by providing them with a one-stop platform to find all the necessary ingredients in one place. We will measure effectiveness by analyzing the number of successful transactions and user satisfaction ratings. Interviews revealed that people

I used these findings to ideate personas, user flows and journeys, and information architecture to present to the client to validate design decisions.

Persona of a user that is Middle Eastern and takes part in motherland traditions and foods and needs an easier way to get their items fast and reliably

Persona of a user that is looking to expand their experience in the Middle Eastern culture and find new things to try

Persona of a user that is looking to be more ethical in their consumption and in getting Middle Eastern products.

Market research and competitive analysis of online shopping and same-day experiences for major brand and direct key competitors, such as Amazon and Amazon Fresh, Instacart, and ethnic-specific platforms such as Weee! found that no existing platform combines nearby geographic discovery with added cultural authenticity and small business support.

Design Process

IA prioritizes cultural discovery from the first interaction as users begin with a personalized onboarding that captures location preferences and product interests to cut confusion and direct users faster. A streamlined cart and checkout process minimizes friction while maintaining trust. Post-purchase, comprehensive order tracking and delivery confirmation keep users informed and addresses the complexity of shopping from various small businesses simultaneously.

Sketch of Shukran Market layout and possible features

Sketching and reiterating interfaces for clarity and visual distinction, while sharing with potential users for feedback

Four interface screens of the app. Screen one is the splash screen of a sage green circle with a gold espresso pot in the middle with "Shukran Market" written in the oerimeter. Screen two is the coffee and teas section. Screen three is the overview of one shop to see previously purchased items and anything on sale. Screen four is the homepage where users can select their store or needs.

Splash screen and homepage flow

Humanizing designs through mockups for non-designers can make a product more viable. That can mean adding more realistic details, color, and product frames to make it feel more dynamic.

Currently, I'm building a design system with reusable components for easier implementation and recognition as if this product were to go to market with a development team.