From Friction to Flow: A UX Analysis of Jumia’s Online Shopping Journey
Jumia
E-commerce
UX Designer / Conversion Optimization Specialist
1 Week
Context
Jumia is one of Africa’s largest e-commerce platforms, but even industry leaders can lose revenue through overlooked UX flaws. This audit aims to evaluate the Jumia website from a user experience perspective, identify key usability issues, and recommend improvements that align with business goals like higher conversions, trust, and retention.
As one of Africa’s largest e-commerce platforms, Jumia handles thousands of daily transactions. But despite its size, its user experience contains major friction points that can affect conversions, trust, and retention. This audit identifies key UX issues and provides actionable recommendations to improve user flow and business performance.
Audit Framework & Methodology
Approach:
Conducted a heuristic evaluation using Jakob Nielsen’s 10 Usability Heuristics
Benchmarked against Baymard Institute e-commerce UX best practices
Reviewed full customer journey across multiple devices
Considered two key personas:
Busy Bargain Hunter (price-driven user)
Trust-Conscious Shopper (security-sensitive, first-time buyer)
Key Findings & UX Issues
1. Lack of Guest Checkout
Issue: Mandatory account creation blocks quick conversions.
Impact: Friction for first-time users → Abandoned carts.
🔧 Recommendation: Add a Guest Checkout option to improve first-time buyer experience.
2. Confusing Gift Wrapping Page During Checkout
Issue: The gift wrapping step appears unexpectedly and feels disconnected from the rest of the checkout process. There's little explanation of what it includes, unclear pricing, and no preview of how the wrapped item will look.
Impact: Causes hesitation and confusion mid-checkout. Users are unsure whether to skip, accept, or worry about hidden charges → contributes to checkout abandonment.
🔧 Recommendation: Integrate the gift wrapping option more smoothly into the checkout flow.
Clearly state:
What the wrapping includes (e.g., branded wrap, message card, etc.)
The cost (if any)
A visual preview or sample image
Add “Why this is a good idea” — e.g., Perfect for birthdays, holidays, etc.
3. Weak Cross-Selling on Product Pages
Issue: Missing or irrelevant “related products” suggestions.
Impact: Missed opportunities to increase AOV (Average Order Value).
🔧 Recommendation: Use smarter product recommendations tied to browsing history and complementary items.
Conclusion
The modernization of the subscription management platform successfully addressed the core usability issues and improved the overall user experience. By focusing on simplifying the interface and optimizing workflows, we were able to create a more efficient and enjoyable platform for users. The significant improvements in user engagement, satisfaction, and subscription rates underscore the importance of user-centric design in achieving business success.