Daraz Strategic Redesign: AI Personalization & Last-Mile Logistics
Daraz Strategic Redesign: AI Personalization & Last-Mile Logistics
Role/Context
Role/Context
Product Designer/Team Lead
Product Designer/Team Lead
Leveraged Skills
Leveraged Skills
Digital Product Design,UX/UI design,Problem Solving
Digital Product Design,UX/UI design,Problem Solving
Project Timeline
Project Timeline
August 2025-September 2025
August 2025-September 2025
The Challenge
Despite being a market leader, Daraz faces significant hurdles in user retention and conversion. My research identified two critical "drop-off" points in the user journey
Despite being a market leader, Daraz faces significant hurdles in user retention and conversion. My research identified two critical "drop-off" points in the user journey
Discovery Paralysis: Users are overwhelmed by static filters and endless scrolling, often leaving the app without finding what they need.
The "Black Box" of Delivery: The lack of transparency in standard shipping creates anxiety. Users often cancel orders because they don't know when or if their package will arrive.
The Solution
Concept Video
Data-Driven Upselling & Inquiry
Data-Driven Upselling & Inquiry
The AI leverages user behavior to suggest relevant add-ons contextually—like pairing darts with a board. By answering in-depth product questions, it removes purchase anxiety and drives higher Average Order Value (AOV) through educated decisions.
The AI leverages user behavior to suggest relevant add-ons contextually—like pairing darts with a board. By answering in-depth product questions, it removes purchase anxiety and drives higher Average Order Value (AOV) through educated decisions.
Daz AI: Your Personalized Shopping Concierge
Daz AI: Your Personalized Shopping Concierge
Daz AI is a conversational chatbot designed to answer product queries, facilitate discussions, and offer tailored suggestions. By analyzing user purchasing history and preferences, the AI curates product recommendations that align with individual tastes driving revenue growth for Daraz while enhancing user satisfaction through a personalized discovery experience.
Daz AI is a conversational chatbot designed to answer product queries, facilitate discussions, and offer tailored suggestions. By analyzing user purchasing history and preferences, the AI curates product recommendations that align with individual tastes driving revenue growth for Daraz while enhancing user satisfaction through a personalized discovery experience.
Seamless Express Integration
Seamless Express Integration
The new checkout flow integrates 'Daraz Express' directly into the delivery options. Users gain full control over logistics, with the ability to select instant or scheduled delivery to any location offering precision and convenience that fits their schedule."
The new checkout flow integrates 'Daraz Express' directly into the delivery options. Users gain full control over logistics, with the ability to select instant or scheduled delivery to any location offering precision and convenience that fits their schedule."
Decentralizing the Last Mile
Decentralizing the Last Mile
Modeled after the gig economy (like Uber or Amazon Flex), Daraz Express reimagines last-mile logistics by localizing fulfillment. When a parcel arrives at a local micro-hub, users can 'summon' delivery on demand. This system allows anyone to register as a verified rider, creating a scalable, decentralized fleet that ensures faster, more flexible delivery while empowering the local community.
Modeled after the gig economy (like Uber or Amazon Flex), Daraz Express reimagines last-mile logistics by localizing fulfillment. When a parcel arrives at a local micro-hub, users can 'summon' delivery on demand. This system allows anyone to register as a verified rider, creating a scalable, decentralized fleet that ensures faster, more flexible delivery while empowering the local community.
Reflection
Phase 2: The Rider Ecosystem
I designed the 'Happy Path' for the customer, but a gig-economy model lives or dies by its workforce. If I had another sprint, I would shift focus to the Rider App. Designing for the gig-worker is a different beast. It requires high-contrast UI for outdoor visibility, one-tap interactions for safety while riding, and most importantly a robust verification protocol (like OTPs or QR Scans) to ensure the parcel hand-off is secure. The next step isn't just making it look good; it's making the logistics bulletproof.
Reflection
Phase 2: The Rider Ecosystem
I designed the 'Happy Path' for the customer, but a gig-economy model lives or dies by its workforce. If I had another sprint, I would shift focus to the Rider App. Designing for the gig-worker is a different beast. It requires high-contrast UI for outdoor visibility, one-tap interactions for safety while riding, and most importantly a robust verification protocol (like OTPs or QR Scans) to ensure the parcel hand-off is secure. The next step isn't just making it look good; it's making the logistics bulletproof.