Basra, Iraq
1994
Food
5,000+
Challenge
The Fusteka Group app is the digital hub for two popular Iraqi snack and ice cream brands — Fusteka and Jekor — based in Basra, Iraq. Despite strong brand loyalty and over 100,000 installs, users were dropping off due to critical functional failures: OTP codes not arriving on signup, QR code scanning crashing mid-flow, and a dashboard that buried key content behind unclear navigation. The goal of this design project was to reimagine the experience from the ground up — fixing the broken flows and elevating the visual quality to match the strength of the brand
35%
Improved onboarding process
25%
Increase in user retention
84%
Increase in time spent on website
Process
Information Architecture: Restructured navigation around five clear user intents: Products, Offers, Competitions, Prizes, and Account. Reduced the number of taps to reach any core feature from 4–5 down to 2.
Wireframing & Prototyping: I designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: Developed a clean, modern design language — bold brand colors, generous whitespace, card-based product layouts, and accessible typography. Ensured full RTL support for Arabic-first users alongside English.
“ With a clear navigation structure and a redesigned loyalty flow, the Fusteka app now delivers the brand experience its users deserve — not just a utility, but a reason to engage every day ”
Ammar Alkhamas
CEO, Fusteka Group
Conclusion
The Fusteka Group redesign addressed the exact failures that were driving negative reviews and user churn. By rebuilding the onboarding and QR scanning flows, restructuring the app's information architecture, and delivering a polished, on-brand visual system — the app now offers a seamless experience for its 100K+ user base across Iraq. The project demonstrates how user-centered design, grounded in real review data, can meaningfully restore trust in a consumer product.