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Pathao - Landing Screen for the Super App

Pathao is the fastest growing tech startup of Bangladesh, which is serving a 5+ million user base. Pathao is the #1 ride-sharing and food delivery platform.

My Contributions

🦄I was the design lead for this project. I contributed from the early iteration to the final production. Including,
🏃‍♀️Conducting Design Sprint         
🔬A/B Test
🎨 Design System & UI Design
🔄 User flow      📊 Post Release Analysis

Objectives of the Project

✅ Pathao, initially started as a ride-sharing company and later launched food delivery and other services. My job was to combine all the services on a single page and creating a landing page for the users.


● Initially, I facilitated a design sprint in the presence of our CEO and top management.
● Later we created some early prototypes
● Then we A/B tested our solution
● Finally, we started to roll out the new design
● In the process, we also created a design system with component library

Transformation of Pathao Homepage in multiple phases

Early Iterations

We wanted to keep all of the services (ridesharing, food delivery & parcel) into a single mobile platform. Every time the user launches the app, it will jump into a specific service. At the point when we started exploring, there was no similar product in the local market or not much products on the global market either. So, we have to iterate over lots of conceptual layout and interactions.

A/B Tests

I planned with our senior management to roll out the final version slowly with multiple iterations and A/B tests. So that, we will be assured which part requires modification and which are being adopted nicely by the user. We did A/B Test in multiple phases. At first we pushed different designs to a certain percentage of our user base. The controller group was using our regular interface. We set the A/B test up with Firebase. After that, we passionately waited for few days.

Sessions in other verticals increased by 3.9% among our targeted audience. Also, Firebase suggested a 43%-40% improvement over the previous version.

Design System

Our brilliant team created a style guide, component library for sketch and copy guidelines with brilliant efforts. That made creating the interface really faster.
For a rapidly growing tech startup faster design iteration is super important but compromising consistency could be a big prize to give. So at Pathao, even being a small team, we decided to build our own design system and started working on it as soon as we designed the platform screens.

You can see the design system in action. Shoutout to Md. Shamsuddin & Ashiful Haque Pappu. Who immensely worked toward this design system.

Here are some of the key screens of the first version of the Pathao Platform

Please, click to enlarge the images.