Jeeny: Building Middle-east's fastest growing super app

Expertise

Design and Interaction

Platforms

iOS, Android and Web

Deliverables

UI, UX and Strategy

Overview

Jeeny (formerly known as Easy Taxi), is a ride-hailing service headquartered in Jordan and operating in the Middle-east. The company had a simple yet ambitious goal: Be the leading Super-app in the Middle East. In order to achieve this goal they wanted to completely overhaul their brand and rebuild their apps.

The new app would introduce a slew of new features, such as ordering food, groceries, and medicine, and it needed to dramatically increase the conversion rate of the ride-hailing flow.They needed a team highly skilled in User Experience and Interaction design that understood iterative design and conversion rate optimization.

Research

We started by studying all our major competitors in the ride-hailing and food delivery space, paying close attention to their UX, and how they differed from each other.
We then conducted thorough interviews with stakeholders, drivers, and end-users to identify what they loved and what they desired from the app. Supplementing this with Superhuman’s Product Market Fit formula allowed us to really hone in on the key features and requirements that would make this app a winner.

User testing our way to success

Armed with a competitive landscape and robust user feedback and personas we built prototypes that ran through several A/B test cycles (75,000 tests per design) until we landed on a hyper-optimized design that worked best for the Middle eastern market. We discovered that the users were highly price sensitive. We were able maximize conversion using  various psychological design techniques (e.g. three price comparison, trailing zeroes, urgency).

Bold Branding

We wanted the brand to be bold and recognizable. Our competitors in the middle-east were using duller hues like Black, and Green. We wanted to differentiate by having our brand jump out at our customers.

Feature rich, ready to take over:

The new app is now the fastest growing Super App in the middle-east. The conversion rate went up 3x. And now users have so many options just a tap away!

Ride at the tap of button

The new interface makes it incredibly simple to order a ride. Users can choose from a variety of options, and choose the price that suits them best

Food-to-couch was never this easy

With the new Jeeny app, users can order food from their favourite restaurants. Unlike competitors, you can even order from restaurants not registered with the app!

Multiple payment options

Not everyone has credit cards in the Middle-east. But everyone does have telecom service. Users can connect their telco with the app, and use telco credits to pay for in-app services!