Pricoo – Cross-Border E-commerce Marketplace
Pakistan’s fastest-growing D2C shopping app to increase conversions.
Formerly known as Jo Chaho, Pricoo is a cross-border shopping platform connecting Pakistani buyers directly with verified Chinese manufacturers. Its promise was clear — better prices, more products, and no hidden charges.
But despite strong demand, the app struggled with usability issues and user trust. My role as Lead Product Designer was to redesign the entire interface while working under two key constraints:
The existing functionality and architecture could not change.
The new design needed to align visually with Temu’s global aesthetic while maintaining local relevance and brand identity.
We set out to evolve Pricoo into a premium, transparent, and high-performing shopping app by:
Simplifying product discovery and improving navigation flow.
Streamlining checkout while keeping functionality intact.
Building user trust through transparent communication and verified listings.
Establishing a lightweight design system to support scalability and consistency.
Fixed functionality: no new features or flow restructuring allowed.
Low trust perception: users doubted authenticity, shipping timelines, and pricing.
Visual inconsistency: legacy UI lacked structure and hierarchy.
Stakeholder vision: “Temu-like look” with a focus on discounts and clarity for the local market.
These challenges meant that design improvements had to come purely from visual refinement, UX clarity, and behavioral psychology — not feature overhauls.
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Research & Insights
Before diving into visuals, I conducted an app audit and competitive analysis of Temu, AliExpress, and Daraz.
Analytics revealed high cart abandonment and long search times.
We identified three core user personas:
Bargain Hunters: always looking for deals, but skeptical of authenticity.
First-Time Users: hesitant due to delivery concerns.
Repeat Buyers: wanted faster checkout and consistent experience.
All three wanted speed, simplicity, and transparency — not new functionality, just clarity.
Visual Direction & System Creation
I designed a clean, modular UI system focused on hierarchy and trust-building:
Color palette: warm whites and orange accents for energy and familiarity.
Typography: clean, legible sans-serif type optimized for small screens.
Components: card-based grids, clear pricing labels, and verified badges.
Imagery: crisp visuals emphasizing affordability and authenticity.
The basic style guide included reusable UI components (buttons, grids, cards, banners), ensuring future updates would maintain visual consistency.
Design Execution
Product Discovery: improved visual hierarchy and filter visibility for faster scanning.
Checkout Flow: visually simplified from 5 to 3 key screens (without changing backend logic).
Trust Layer: added visible supplier verification, shipping timelines, and cost transparency.
Mobile Optimization: touch-friendly elements, faster visual load times, and consistent icons.
Collaboration & Delivery
I collaborated with the development and product teams sprint by sprint, reviewing every build to ensure UI accuracy and responsiveness.
Because functionality was locked, our focus remained on making the existing experience feel effortless and credible.
I also conducted UI audits during the development phase to ensure fidelity between design and production.
The redesign elevated Pricoo’s perception from a discount app to a trusted shopping destination.
Even without functionality changes, clear visual hierarchy and transparency significantly improved user behavior.
Post-launch results:
App Rating: 4.5★ on Google Play
Downloads: 100K+
+40% daily active users due to improved product visibility and navigation.
-60% cart abandonment after the 3-step visual flow redesign.
+25% user retention through clear trust signals and tracking visibility.