PROJECT OVERVIEW
CLIENT
Abdullah Al Othaim Markets
MY ROLE
Design Lead, via Plexable
SCOPE
A long home page and five policy pages, each in Arabic and English, at desktop and mobile size.
VALIDATION
No analytics or user testing sits in the record. What can be checked is the published site: both language versions, every page, live at speedi.sa.
TIMELINE
2019 design, full site live by mid 2020
TEAM
Delivered through Plexable with the Abdullah Al Othaim Markets team
The context
Speedi is Abdullah Al Othaim Markets' online grocery in Riyadh, and it sells inside its apps rather than on the web.
So the website had a narrow job. Explain the service in seconds, show that this is a real Saudi business, and send people to download.
My responsibility
This was studio work: Plexable designed the site and its developers built it, in both languages and at both sizes. The design calls on it were mine.
The scope came from Othaim Markets, a landing site for an app that was already selling groceries in Riyadh.
Every page here is judged by one thing: whether a visitor leaves it with the app. That keeps design arguments short, because the question is never which section looks best.
Holding that line across six pages and two languages was the work. A landing site drifts the moment each page starts serving its own purpose.
CONSTRAINTS & TRADE-OFFS
One page that has to read in both directions rules out things a single-language site can afford. A hero that leans one way does not survive the flip, and neither does art that only resolves left to right.
The plainer the structure, the cheaper the second version. That trade bought a site that reads well in Arabic and gave up some of the visual play a one-direction page could have used.
● RESEARCH & CONTEXT
The questions the site had to answer
No user research sits in the record. The pages answer the three things a first-time visitor asks: what this is, whether it delivers here, whether it can be trusted.
The hero answers the first, the coverage map the second, and the policy pages the third.
● PRODUCT DECISIONS
What the page says first
At the top, one line states the service, Pick whatever, we deliver, with the app on screen beside it. Someone who reads nothing else still knows what it does.
From there the page runs in the order a stranger needs, not the order a business would pitch. What it is, what it carries, where it reaches, how to ask a question.
● PROCESS & EVIDENCE
Both sides of every page are in the record: landing page, feature cards, category carousel, coverage map, FAQs.
Each page exists twice, once for each reading direction. There are no wireframes or research files here, only finished screens, on desktop and with the phone menu open.
OUTCOMES
Where the site stands now
speedi.sa went from a coming soon page in 2019 to the full landing site by mid 2020. It is still Speedi's home online today.
It has stayed in service far longer than a launch page usually does.
2
Languages
Arabic and English, both full versions of the site.
6
Pages
The home page plus privacy, terms, returns, VAT registration and FAQs.
2
Screen Sizes
Desktop and mobile, the two sizes every page had to work at.
WHAT I’D IMPROVE
What I would change
The coverage map names the cities that are coming soon but not when, which is the next question a shopper asks.
The five rule pages hang off the footer with no ranking, so the FAQs a shopper actually wants sit level with the VAT registration.
WHAT I LEARNED
What it taught me
Online stores in Saudi Arabia need their terms in plain view, so policy pages are not filler. They are part of why a new grocery brand looks credible.
A rename is a layout problem as much as a brand one. A wordmark that has to drop into a finished header limits how tight that header can be.
More work
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