M.A Graduation project: SCARAB

Building Consumer Trust in MENA E-Commerce

Role

UX Researcher

Industry

E-Commerce & Retail

Duration

5 months

The Challenge

The MENA region’s e-commerce sector is growing rapidly — but consumer trust remains a major barrier. Privacy concerns, poor customer service, and unreliable shipping experiences have left users hesitant to shop online.

How might we use design management methods to increase consumer trust in the MENA region’s retail industry?

The Opportunity

To design a strategic toolkit that empowers retailers to build trust, improve customer experience, and foster long-term engagement. The solution would connect like-minded retailers and consumers across the region, offering a safer, more personalized e-commerce experience.

Research Approach

A qualitative research strategy was used to uncover the root causes of mistrust and identify opportunities for innovation.

Secondary Research Highlights

Leading e-commerce markets (e.g., China, USA, UK, Japan) thrive by prioritizing mobile shopping, payment apps, and personalized experiences.
In contrast, MENA retailers struggle with privacy concerns, limited customer service, and lack of transparency.
Trust is built through value, security, and personalization — areas where MENA platforms fall short.

Primary Research Insights

89 survey respondents and in-depth interviews revealed:
- Reluctance to use online payments.
- Frequent issues with product quality and shipping.
- Dependence on middlemen for online purchases.
- A strong desire for education, transparency, and better service.

User-Centered Frameworks

To synthesize findings and guide design decisions, several frameworks were developed:

Personas: Representing key user types, their motivations, frustrations, and trust barriers.
Empathy Maps: Visualizing what users think, feel, see, and hear during online shopping.
Journey Maps: Mapping emotional highs and lows across the e-commerce experience to identify pain points and opportunities.

The Challenge

How might we use design management methods to increase consumer trust in the MENA region’s retail industry?

The Opportunity

Research Approach

A qualitative research strategy was used to uncover the root causes of mistrust and identify opportunities for innovation.

Secondary Research Highlights

Leading e-commerce markets (e.g., China, USA, UK, Japan) thrive by prioritizing mobile shopping, payment apps, and personalized experiences.
In contrast, MENA retailers struggle with privacy concerns, limited customer service, and lack of transparency.
Trust is built through value, security, and personalization — areas where MENA platforms fall short.

Primary Research Insights

89 survey respondents and in-depth interviews revealed:
- Reluctance to use online payments.
- Frequent issues with product quality and shipping.
- Dependence on middlemen for online purchases.
- A strong desire for education, transparency, and better service.

User-Centered Frameworks

To synthesize findings and guide design decisions, several frameworks were developed:

Personas: Representing key user types, their motivations, frustrations, and trust barriers.
Empathy Maps: Visualizing what users think, feel, see, and hear during online shopping.
Journey Maps: Mapping emotional highs and lows across the e-commerce experience to identify pain points and opportunities.

Design Opportunities & Criteria

Research revealed a clear need for innovation, not reinvention. The goal: refine and expand existing services by introducing:

Transparent cybersecurity practices
Real product reviews and testimonials
Personalized customer service
Reliable, fast, and affordable shipping options

Concept Development & Testing

Using a PMI Matrix and concept evaluation chart, multiple ideas were explored and narrowed down based on impact and feasibility.

Final Concept: SCARAB

Inspired by the Egyptian symbol of growth and transformation, SCARAB is a strategic toolkit designed to:

Empower retailers with tools to build trust and retain customers
Offer consumers a secure, transparent, and personalized shopping experience
Foster a connected ecosystem of trusted retailers and informed shoppers across the MENA region

Go-to-Market Strategy

A Business Model Canvas was developed to outline SCARAB’s value proposition, customer segments, channels, and revenue streams.

The toolkit is designed to scale — starting with pilot programs for local retailers and expanding through partnerships and community-driven feedback loops.

Conclusion

Consumer trust is not just a feature — it’s the foundation of sustainable e-commerce. SCARAB addresses this by bridging the gap between retailer capabilities and consumer expectations, offering a roadmap for growth, innovation, and trust in the MENA region.