Checkout took too long
Ordering and paying needed fewer steps, especially for first-time buyers who do not want an account yet.
Al Mawashi: from choosing a cut to the doorstep, without friction
Redesigning the ordering app of a Gulf leader in fresh halal meat: browsing by cut, nearby stores and a checkout that fits on one screen.
- Role
- Lead Product Designer, with a second designer, at Brixio
- Market
- UAE and Kuwait
- Skills
Intro
A butcher's counter in an app
Al Mawashi sells fresh, chilled, frozen and processed halal meat through more than 35 channels, including home delivery. Its customers range from families ordering dinner to wholesale buyers. The app had to make ordering meat feel as precise as ordering at the counter: the right animal, the right cut, the right store, delivered on time.
Challenges
Where orders were lost
Meat is not a generic product
People choose by animal, cut, origin and weight; a standard product grid hides that.
The store matters
Price, stock and delivery time depend on the nearest outlet, so the app needs the location before it shows anything.
A premium brand, a dated interface
The visual design had to reflect the quality the brand is known for.
Designs
Four decisions that shortened the order
Location first
Ask once, then show what's real
Country, then city, asked once at the start, so every price and delivery slot shown afterward is real.
Browse by cut
Shop like at the counter
Butchery opens on the cut: flap, shoulder, loin, and a meat type filter for beef, lamb, goat and mutton. Prices are shown per kilo, the way customers think about meat.
Nearby stores
One app, many counters
The home screen lists nearby outlets and partner shops, each with its own storefront, next to quick reorder and express delivery.
Checkout
Guest checkout, one confirmation screen
Customers can buy without creating an account. Delivery or pickup, date and time, payment and summary sit on one screen, and express delivery is flagged as soon as the location allows it.
From the product to the cart, with express delivery flagged for the location.
Impact
What changed
- A first order needs no account.
- Store location and delivery options are known before the cart, not discovered at payment.
Lessons
What I took from it
Use the customer's units
Showing price per kilo and filtering by cut made the catalogue feel like a counter, not a spreadsheet.