The UX design direction that was taken on the project here is that, as an e-commerce website, we wanted to to avoid having it feel spammy, filled with noise and trying to sell the users up on every single possible pixel and corner of the experience.

Instead, we wanted users to feel welcomed, empower them back with free will, clarity in actions and what’s important on every step, every screen, but maintaining the power of contrast and information architecture. Great restraint has been practiced by all the teams involved such as UX, Product, Marketing, in minimizing and keeping only whats super important on. Everything else goes away. Starting off from a clean base, and building up on it as we go, with the users, with data.

It’s extremely difficult to make it simple, and very easy to add everything. We practiced “perfection is not when there’s nothing left to add, but when there is nothing left to remove”.

Considering that approximately 70% of our targeted audience will be Arabic speaking, Arabic has always been given close attention from the beginning of the design and was never an after-thought. This has been one of my main responsibilities in the design team.

My team led the design system language efforts and was responsible for building our the product design language. It was communicated and maintained in a central place using www.frontify.com. This was accessible to everyone in the company and was contributed to by brand team who maintained the brand guidelines while the UX team maintained the pattern library. We created documentation on our patterns that covered elements from specs to guidelines.

This was the design process and tooling that I’ve implemented in the team, to support our extremely fast moving pace, collaborate with stakeholders, product managers and engineers, perform user testing and quickly gather feedback. Abstract was in private beta at the time of writing this.

Interaction design is a chance to pay attention to the details, refine the experience, and add to the emotional design of the experience. Its sprinkled on top of the whole experience. It’s the little cherry on top, the extra mile that makes people love a product. This was my little attempt at giving Noon the extra love.

First impressions are once, and they define your relationship for a very long time ahead with the user. What better way to bring users into your app than with a welcoming, polished and solid first time experience.

Sometimes users missed the cart updating with the count without any motion designed, and I really didn't like the dialogue approach which interrupts the users thought process with an alert. The other alternative was to take them directly to their cart, which was also something I tried to avoid as "Add to Cart" didn't really mean "Take me to my cart after this". So instead, I came up with a motion interaction that would be fun, informative, and tells the user exactly what happens, and shows them their cart update in realtime.

Noon was an intense and experience rich part of my career, I thoroughly enjoyed working on it and working with the team. It made me forever fall in love with e-commerce, not just as a design project but as a business model as well.