Leading CAFU’s 360 digital experience transformation
+12%
Uplift in new user conversion from download
to first order placement
+31%
Increase in average order value through
up-sell & cross-sell experiences
-40%
Reduction in CX contact rate resulting
in significant manpower cost saving
Why?
CAFU's tech stack was based on legacy systems, which limited scalability and flexibility. To address this, we made the strategic decision to rebuild the platform from the ground up.
This provided us with the opportunity to redesign the architecture and optimize the entire user experience from both a performance and usability standpoint.
The result
A seamless and visually stunning product experience designed with precision to drive user activation, optimize conversion, and ensure long-term retention. This holistic approach ensures that users not only enjoy their first interaction but remain engaged and committed to the product over time.
Strategy & principles
The core of our strategy consisted of multiple pillars born from a single statement.
”How might we address the major friction points in our legacy app and low performing metrics, whilst reimagining CAFU as a best in class multi-service mobile app.”
Strategic UX pillars:
→ Address key friction points in the legacy app experience.
→ Expand from a single-service fuel delivery model to a multi-service super app.
→ Prioritize seamless onboarding, account creation and the first-order experience.
→ Dynamic tailored user experiences for each service.
→ Reduce one-time service use and increase customer loyalty and retention.
Core accountable KPIs – legacy vs. 2.0:
→ First order activation (time to completion, success vs. churn)
→ Retention (>3 orders within 30 days)
→ Multi service users (up-sell + cross-sell activation)
→ Average order value (value added services activation)
Process
Once the strategy was aligned with the wider leadership team, I broke down each product area into micro-experiences and developed a sprint plan at squad level. Each sprint spanned two weeks, allowing adequate time for thorough usability testing.
Design sprint:
→ Understand the problem + data deep dive
→ Foundational research + benchmarking
→ Flow state focus time to produce minimum 3 solutions
→ Usability test, refine & repeat
Challenges
The project presented several challenges, primarily because the technology was being developed in parallel with the design process and lack of clear data. To manage this, engineering sprints were scheduled two sprints ahead to account for any potential overlap or delays between departments.
Challenges
→ Our legacy product contained a significant amount of unreliable data, requiring us to conduct additional foundational research to validate assumptions.
→ Initially, we approached the project with no design limitations, focusing purely on optimal user experiences without considering engineering effort. If feasible, the team would build it; if not, it was deprioritized for post-launch with a simplified version defined. However, we quickly pivoted from this approach when we realized many experiences were too complex for the given timeline, leading to duplicated efforts.
→ Simultaneously, we were rebuilding the product design system from the ground up, necessitating ongoing alignment between squads to ensure component sharing and consistency across teams.
Activation 🤵♂️
Activation 🤵♂️
To encourage users to place their first order, we introduced an engaging scratch card micro-experience. Research shows that people feel a stronger sense of accomplishment when they feel they've earned something. By prompting users to complete a simple task, we increase the likelihood that they will redeem the reward and proceed with their first order, driving activation.
+12%
Uplift in new user conversion from download
to first order placement
12/12
Users rated this experience as positive and delightful
in user testing sessions
+14%
Increase in first order activation vs.
no incentive offered
First order experience ⛽
First order experience ⛽
Minimizing friction in the first-time user experience is crucial. CAFU has unique requirements, such as entering full vehicle details, which are unavoidable due to regulations. Since we couldn’t eliminate many steps, we reimagined the process by incorporating smart suggestions and smooth transitions, creating the perception of a shorter and more effortless experience.
-19%
Reduction in time to complete order for
first time users
10/12
Users agreed that adding their vehicle was
easier compared to legacy
-7%
Reduction in unassigned orders due to
incorrect vehicle information
Account creation ✨
Account creation ✨
In our legacy app, the highest churn occurred at the OTP step immediately after download. We hypothesized that asking for personal information before offering any value led to user drop-off. Like a shop window, the home screen needed to provide a "try before you buy" experience, allowing users to explore the app before committing to account creation.
+15%
Uplift in account creation after moving
to the last step in the flow
+14%
Uplift in platform payment usage
(Apple Pay + Google Pay) after assigned as default
+6%
Increase in OTP submission after WhatsApp
introduced as option
Multi service users 🧼
Multi service users 🧼
Once a user completes their first order and provides essential details, such as vehicle information and location, the subsequent experience becomes significantly streamlined. With these critical inputs already stored, users can seamlessly order additional services with just a few taps, removing the need for repetitive data entry.
+8%
Uplift in multi service orders
+16%
Uplift in new user car wash
conversion
-19%
Reduction in time to place second order
25+
Product designers, UX researchers and content
designers involved under my leadership
9 months
Total time from conceptualization to launch
(B2C app, Pilot app, B2B portal & Ops dashboard)
5000+
Figma artboards created throughout
the design process