As part of the heuristic analysis, I chose three popular online marketplaces in Kenya. Jumia, one of the largest online marketplaces in Africa with sites in a number of African countries, Mall of Africa, a platform that allows users in Kenya to shop from U.S. and U.K. based stores, and Olx, a Classifieds platform where people post and exchange goods and services. I had to keep in mind that I’m viewing the apps through a different cultural lens and expectations and standards may vary between countries.
This chart compares three of the larger existing online marketplaces in Kenya. For design purposes, I chose to focus on the execution of certain design principles in relation to the user experience.