Bysooq
Localized e-commerce for Iraq and Jordan. Research leadership, UX strategy, and the product architecture for a two-sided market.
Bysooq is a localized e-commerce platform for Iraq and Jordan, serving small businesses and consumers with Arabic-first UX. Laith Aljunaidy was research lead and UX strategist from 2022 to 2024. He ran the research program, benchmarked against Zid, Shopify and Amazon, built personas across artisans, consumers, logistics providers and store owners, and delivered wireframes, a KPI framework and a usability-testing plan.
- Client
- Bysooq
- Role
- Research lead, UX strategy and design system
- Location
- Erbil, Iraq
- Year
- 2022 to 2024
What is Bysooq?
Commerce for small businesses and consumers with Arabic-first UX, verified trust signals, and integrated logistics and payments.
What I did
Led the UX research program: goals, glossary, interview guides, and competitor benchmarking against Zid, Shopify, and Amazon. Mapped journeys and flows. Built personas across the ecosystem, artisan, consumer, logistics provider, and store owner, to center the real pain points: onboarding cost, trust, and delivery reliability. Proposed the solutions: verified reviews, buyer protection, bilingual interfaces, mobile-first checkout, merchant analytics, and logistics and payment integrations. Delivered wireframes, prototypes, a KPI framework, and a usability-testing plan with an iteration loop. Designed the full Bysooq design system, Souqra: design tokens, interaction patterns, accessibility guidelines, and more than 40 modular components for merchant and customer experiences across Iraq and Jordan.
What comes next for Bysooq?
Phase one: the mobile app and user testing. Phase two: personalization and regional expansion. Phase three: merchant analytics and growth across MENA.
FAQ
Who designed the Bysooq product and design system?
Laith Aljunaidy was research lead and UX strategist on Bysooq from 2022 to 2024. He ran the research program, built the personas, delivered wireframes, prototypes, a KPI framework and a usability-testing plan, and designed Souqra, the Bysooq design system, with more than 40 modular components.
What is Souqra?
Souqra is the Bysooq design system: design tokens, interaction patterns, accessibility guidelines, and more than 40 modular components for merchant and customer experiences across Iraq and Jordan.
Which platforms was Bysooq benchmarked against?
Zid, Shopify and Amazon. The benchmark was part of the research program Laith Aljunaidy led on Bysooq, alongside goals, a glossary, interview guides, and personas for artisans, consumers, logistics providers and store owners.
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