Case Studies

Coocomba — UX/UI Case Study

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Coocomba header image

Coocomba — UX/UI case study

How we helped small organic food companies find more permanent clients during the pandemic.


I came from a small town in south-east Serbia where delivery services are limited and mostly linked to restaurants and supermarkets. People who were selling products on farmers’ markets didn’t have a way to sell their products with the pandemic hitting the world. Our country was in lockdown and we had strict measurements.

People who were selling fruit and vegetables created a Facebook group to promote the products and tried to sell them online. The group was rapidly growing, it had more and more posts and members every day.

Pirotska pijaca Facebook page
Пиротска пијаца — Facebook Group

Shortly ads were not only related to fruits and vegetables, but they were also selling other products— from clothes to washing machines and giving pets for adoption.

Our local non-government organization and Young businessman association wanted to help small organic food companies to sell their products during the pandemic. These people had a huge problem because fruits and vegetables couldn’t stay fresh for long. Their business was going down.

We wanted to create a software and website for online selling.


The project started in September 2020 and was finished in February 2021.

My role

I was responsible for the UX/UI process which included surveys, competitive analysis, user personas, usability, wireframing, prototyping, brand guidelines, and more. The project was very detailed and we went through all stages of UX process.

Competitive analysis

Before jumping directly into designs, I did some research and analysis to gather as much information as I could from other apps.

Worldwide the number of delivery apps is increasing. As this project was quite similar to the delivery app, I downloaded a lot of them and created a list of features that could and couldn't work for us, what would be useful and what wouldn’t.

In our town, we don’t have a delivery app, so it was probably easier but more challenging for us.

So what exactly is the problem?

With COVID-19 hitting the world, more and more businesses are going down. Small businesses and individuals who were selling their products on farmers' markets didn’t have a way to sell them online. There are plenty of delivery apps, but most of them are linked to restaurants or large supermarkets. Small businesses that sell fruit, vegetables, and dairy products were forced to sell products on farmers' markets, and their income was going down due to pandemic restrictions.


The purpose of this software was to help small businesses and individuals find more permanent clients during the global pandemic and save their jobs.

Research — Now and then

I conducted small surveys with around 20 people who were selling fruit, vegetables, and dairy products on a farmers’ market before and during the pandemic in Serbia. Questions that I asked were mostly orientated to their income before and during the pandemic and their technical knowledge.

They are mostly senior people who struggle with new technology so we had to make the software as simple as possible. The crucial point is that they wanted to learn or to work with a younger family member who would help them, which sounded encouraging.

Data that I collected from the research helped me determine pain points:

Survey results, pain points

After the research, I created a provisional persona of a potential user based on the results:

User persona

Now, let’s dive into the design process! 🙌

Sketching and planning

I always start my projects with pen and paper. I feel I have more freedom that way, I can write and draw everywhere, turn the pages, write in different colors, and more. It’s faster, easier, and what is the most important — there are no distractions, no messages, or new emails, no social media. I focus only on thinking and solving the problem.

I did the same with the Coocomba project. I started with writing down every idea that crossed my mind. I sketched the features, different ideas for the screens, low-fidelity wireframes. This helped me decide how to build a UI and what features to include.

sketches and plan

High-fidelity wireframes and finals

For this step, I used Figma to design the screens. There were two user interfaces, a client and customer user interface, and a website. The client user interface was the most complicated and challenging part as it included a dashboard and analytics.

I used a chart plugin for Figma for the dashboard which helped me a lot.

high fidelity wireframes
high-fidelity wireframes

Visual Design

I tried to make the software looks fresh. As it’s related to fruit and vegetables, I chose yellow as the primary color.


And here are the finals! ☀️

Finals, UI
Finals, UI
Finals, UI

Final thoughts

Trying to understand pain points and help people save their jobs during the pandemic was really inspiring. The whole process was very detailed. We went through all phases of research and design. The usability testing was performed with 5 representatives.

They mostly found the software easy to use and smooth.

Thank you for reading, hope you found this useful! 🌸

Coocomba — UX/UI Case Study was originally published in Muzli – Design Inspiration on Medium, where people are continuing the conversation by highlighting and responding to this story.