harles
Kuja Shop App - Mobile App for ABI Businesses.
Check mobile app
Introduction
Kuja Shop is one of AB InBev Africa’s flagship digital commerce platforms, powering the daily business operations of POCs and Bulk-breakers across multiple African countries. These users rely on the platform to buy and sell ABI products, manage cash flow, track inventory, and keep their businesses running - often under challenging market conditions.
When I joined the team, Kuja Shop needed a clearer structure, more intuitive flows, and a more scalable design foundation to support its rapid growth. As the lead product designer on the mobile app, my goal was to simplify complex commerce interactions and create a marketplace experience that felt effortless, localised, and optimised for real-world constraints.
Role
Snr. Product Designer
Company
ABinBev
Industry
Beverage
Net Worth
$110 billion (2025)
01
My Role
I worked as the primary product designer on Kuja Shop, responsible for:
- Reimagining the core user journeys (ordering, restocking, payment, delivery tracking).
- Modernizing the UI design to strengthen clarity and trust.
- Creating reusable marketplace patterns that reduce cognitive load.
- Partnering with product managers, engineers, analysts, and business teams to ensure alignment across all markets.
I also supported adjacent Kuja initiatives to ensure consistency across the ecosystem.
02
The Challenge
Kuja Shop serves a diverse set of users with different buying behaviors:
Bulk-breakers making large-volume purchases directly from ABI.
POCs buying from bulk-breakers on tighter budgets and shorter cycles.
The challenge was balancing these needs in a single product while maintaining:
- Fast ordering
- Reliable stock visibility
- Smooth fulfilment tracking
- Clear pricing & discounts
- Easy repeat purchases
All while designing for users with low-end smartphones, unstable networks, and minimal time per transaction.
03
The Approach
To deliver the right experience for this complex marketplace, I used a strategy focused on:
✔ Understanding the buying patterns:I mapped out real user scenarios - from early-morning restocking to end-of-day reconciliations.
✔ Designing for speed and predictability:User journeys were simplified to reduce friction, especially for repeat orders.
✔ Improving the visual hierarchy:Product visibility, pricing, and promotions were redesigned to drive clearer and faster decisions.
✔ Strengthening reliability:Error states, offline awareness, and delivery notifications were made more transparent.
✔ Partnering closely with engineering:We ensured designs were implementable with performance-friendly UI patterns.
04
Kuja Shop Design Solutions
Kuja Shop app provides our distributors with a mobile platform to manage and control their business. Some of the core features covered in the app are below. (Play the prototype video to keep it on loop)
Home screen
✔ Restocking made effortless: Sellers that deliver in 24hrs or sellers in your area.
✔ Track orders: View total, open and completed orders.
✔ Business breakdown: View and manage items bought and sold.
✔ Search functionality: Search for sellers or products needed.
Order screens
✔ Order categories: Orders are divided into open or completed orders
✔ Sort orders: Sort users based on different metrics such as status.
✔ Search functionality: Search for sellers or products needed.
Product screens
✔ Order categories: Orders are divided into open or completed orders
✔ Products categories: View all products, products in stock or out of stock.
✔ Add new products: Add new products to sell.
Account screen
✔ Profile: Check profile and account details.
✔ Special offers: View any existing special offers like Awuuf points.
✔ Support: Contact the Kuja team for help and enquires.
Review screen
✔ Feedback: Get feedback/reviews from buyers of your products and learn where to improve.
05
Results & Impact
These are the direct outcomes for the design:
- Faster ordering: Reduced steps and simplified flows improved purchasing speed.
- Higher repeat order rate: The new restock flow increased reorder consistency.
- Reduced user confusion: Clearer product hierarchy improved navigation and product discovery.
- Improved trust: More transparent order-progress states reduced uncertainty for both POCs and bulk-breakers.
- Increased marketplace reliability: Enhanced error handling and offline states supported real-world buying conditions.
- Stronger ecosystem alignment: The updated UI patterns helped unify Kuja’s product suite.
06
Results & Impact
Working on Kuja Shop strengthened my ability to design for real, high-pressure business environments. It pushed me to balance user needs with supply-chain realities and commercial priorities. Most importantly, it taught me how to translate complex marketplace behavior into clear, intuitive, purchase-ready experiences -all while designing for emerging markets with unique constraints.This project reinforced the core of my design philosophy: simple experiences create powerful outcomes - and in markets like this, simplicity isn’t a luxury; it’s a necessity.
harles
Copyright 2025 by Charles Nwafor
harles
Kuja Shop App - Mobile App for ABI Businesses.
Check mobile app
Introduction
Kuja Shop is one of AB InBev Africa’s flagship digital commerce platforms, powering the daily business operations of POCs and Bulk-breakers across multiple African countries. These users rely on the platform to buy and sell ABI products, manage cash flow, track inventory, and keep their businesses running - often under challenging market conditions.
When I joined the team, Kuja Shop needed a clearer structure, more intuitive flows, and a more scalable design foundation to support its rapid growth. As the lead product designer on the mobile app, my goal was to simplify complex commerce interactions and create a marketplace experience that felt effortless, localised, and optimised for real-world constraints.
Role
Snr. Product Designer
Company
ABinBev
Industry
Beverage
Net Worth
$110 billion (2025)
01
My Role
I worked as the primary product designer on Kuja Shop, responsible for:
- Reimagining the core user journeys (ordering, restocking, payment, delivery tracking).
- Modernizing the UI design to strengthen clarity and trust.
- Creating reusable marketplace patterns that reduce cognitive load.
- Partnering with product managers, engineers, analysts, and business teams to ensure alignment across all markets.
I also supported adjacent Kuja initiatives to ensure consistency across the ecosystem.
02
The Challenge
Kuja Shop serves a diverse set of users with different buying behaviors:
Bulk-breakers making large-volume purchases directly from ABI.
POCs buying from bulk-breakers on tighter budgets and shorter cycles.
The challenge was balancing these needs in a single product while maintaining:
- Fast ordering
- Reliable stock visibility
- Smooth fulfilment tracking
- Clear pricing & discounts
- Easy repeat purchases
All while designing for users with low-end smartphones, unstable networks, and minimal time per transaction.
03
The Approach
To deliver the right experience for this complex marketplace, I used a strategy focused on:
✔ Understanding the buying patterns: I mapped out real user scenarios - from early-morning restocking to end-of-day reconciliations.
✔ Designing for speed and predictability: User journeys were simplified to reduce friction, especially for repeat orders.
✔ Improving the visual hierarchy: Product visibility, pricing, and promotions were redesigned to drive clearer and faster decisions.
✔ Strengthening reliability: Error states, offline awareness, and delivery notifications were made more transparent.
✔ Partnering closely with engineering: We ensured designs were implementable with performance-friendly UI patterns.
04
Kuja Shop Design Solutions
Kuja Shop app provides our distributors with a mobile platform to manage and control their business. Some of the core features covered in the app are below. (Play the prototype video to keep it on loop)
Home screen
✔ Restocking made effortless: Sellers that deliver in 24hrs or sellers in your area.
✔ Track orders: View total, open and completed orders.
✔ Business breakdown: View and manage items bought and sold.
✔ Search functionality: Search for sellers or products needed.
Order screens
✔ Order categories: Orders are divided into open or completed orders
✔ Sort orders: Sort users based on different metrics such as status.
✔ Search functionality: Search for sellers or products needed.
Product screens
✔ Products management: Orders are divided into open or completed orders
✔ Products categories: View all products, products in stock or out of stock.
✔ Add new products: Add new products to sell.
Account screen
✔ Profile: Check profile and account details.
✔ Special offers: View any existing special offers like Awuuf points.
✔ Support: Contact the Kuja team for help and enquires.
Review screen
✔ Feedback: Get feedback/reviews from buyers of your products and learn where to improve.
05
Results & Impact
These are the direct outcomes for the design:
- Faster ordering: Reduced steps and simplified flows improved purchasing speed.
- Higher repeat order rate: The new restock flow increased reorder consistency.
- Reduced user confusion: Clearer product hierarchy improved navigation and product discovery.
- Improved trust: More transparent order-progress states reduced uncertainty for both POCs and bulk-breakers.
- Increased marketplace reliability: Enhanced error handling and offline states supported real-world buying conditions.
- Stronger ecosystem alignment: The updated UI patterns helped unify Kuja’s product suite.
06
Results & Impact
Working on Kuja Shop strengthened my ability to design for real, high-pressure business environments. It pushed me to balance user needs with supply-chain realities and commercial priorities. Most importantly, it taught me how to translate complex marketplace behavior into clear, intuitive, purchase-ready experiences -all while designing for emerging markets with unique constraints.This project reinforced the core of my design philosophy: simple experiences create powerful outcomes - and in markets like this, simplicity isn’t a luxury; it’s a necessity.
harles
Copyright 2025 by Charles Nwafor
harles
Kuja Shop App - Mobile App for ABI Businesses.
Check mobile app
Introduction
Kuja Shop is one of AB InBev Africa’s flagship digital commerce platforms, powering the daily business operations of POCs and Bulk-breakers across multiple African countries. These users rely on the platform to buy and sell ABI products, manage cash flow, track inventory, and keep their businesses running - often under challenging market conditions.
When I joined the team, Kuja Shop needed a clearer structure, more intuitive flows, and a more scalable design foundation to support its rapid growth. As the lead product designer on the mobile app, my goal was to simplify complex commerce interactions and create a marketplace experience that felt effortless, localised, and optimised for real-world constraints.
Role
Snr. Product Designer
Company
ABinBev
Industry
Beverage
Net Worth
$110 billion (2025)
01
My Role
I worked as the primary product designer on Kuja Shop, responsible for:
- Reimagining the core user journeys (ordering, restocking, payment, delivery tracking).
- Modernizing the UI design to strengthen clarity and trust.
- Creating reusable marketplace patterns that reduce cognitive load.
- Partnering with product managers, engineers, analysts, and business teams to ensure alignment across all markets.
I also supported adjacent Kuja initiatives to ensure consistency across the ecosystem.
02
The Challenge
Kuja Shop serves a diverse set of users with different buying behaviors:
Bulk-breakers making large-volume purchases directly from ABI.
POCs buying from bulk-breakers on tighter budgets and shorter cycles.
The challenge was balancing these needs in a single product while maintaining:
- Fast ordering
- Reliable stock visibility
- Smooth fulfilment tracking
- Clear pricing & discounts
- Easy repeat purchases
All while designing for users with low-end smartphones, unstable networks, and minimal time per transaction.
03
The Approach
To deliver the right experience for this complex marketplace, I used a strategy focused on:
✔ Understanding the buying patterns:I mapped out real user scenarios - from early-morning restocking to end-of-day reconciliations.
✔ Designing for speed and predictability:User journeys were simplified to reduce friction, especially for repeat orders.
✔ Improving the visual hierarchy:Product visibility, pricing, and promotions were redesigned to drive clearer and faster decisions.
✔ Strengthening reliability:Error states, offline awareness, and delivery notifications were made more transparent.
✔ Partnering closely with engineering:We ensured designs were implementable with performance-friendly UI patterns.
04
Kuja Shop Design Solutions
Kuja Shop app provides our distributors with a mobile platform to manage and control their business. Some of the core features covered in the app are below. (Play the prototype video to keep it on loop)
Home screen
✔ Business breakdown: View and manage items bought and sold.
✔ Track orders: View total, open and completed orders.
✔ Search functionality: Search for sellers or products needed.
✔ Restocking made effortless: Sellers that deliver in 24hrs or sellers in your area.
Order screens
✔ Order categories: Orders are divided into open or completed orders
✔ Sort orders: Sort users based on different metrics such as status.
✔ Search functionality: Search for sellers or products needed.
Product screens
✔ Products management: Manage products in your store
✔ Products categories: View all products, products in stock or out of stock.
✔ Add new products: Add new products to sell.
Account screen
✔ Profile: Check profile and account details.
✔ Special offers: View any existing special offers like Awuuf points.
✔ Support: Contact the Kuja team for help and enquires.
Review screen
✔ Feedback: Get feedback/reviews from buyers of your products and learn where to improve.
05
Results & Impact
These are the direct outcomes for the design:
- Faster ordering: Reduced steps and simplified flows improved purchasing speed.
- Higher repeat order rate: The new restock flow increased reorder consistency.
- Reduced user confusion: Clearer product hierarchy improved navigation and product discovery.
- Improved trust: More transparent order-progress states reduced uncertainty for both POCs and bulk-breakers.
- Increased marketplace reliability: Enhanced error handling and offline states supported real-world buying conditions.
- Stronger ecosystem alignment: The updated UI patterns helped unify Kuja’s product suite.
06
Reflection
Working on Kuja Shop strengthened my ability to design for real, high-pressure business environments. It pushed me to balance user needs with supply-chain realities and commercial priorities. Most importantly, it taught me how to translate complex marketplace behaviour into clear, intuitive, purchase-ready experiences -all while designing for emerging markets with unique constraints.This project reinforced the core of my design philosophy: simple experiences create powerful outcomes - and in markets like this, simplicity isn’t a luxury; it’s a necessity.
Other projects
Kuja ERP - Web App for Back Office and Admins.
ERP web app design for Kuja - BeerTech Africa.
GPC International: website design
Website design for GPC International brand.
harles
Copyright 2025 by Charles Nwafor