This month, we’re redesigning digital finance with MMBL, expanding malnutrition discussions with IRC in Karachi, and optimizing Golootlo’s savings app. Check out our work with Tali Karachi, where we fused heritage with e-commerce! Let’s dive in! 🚀

🗓️ This Month at Ideate

• Reimagining Digital Finance: Our team carried out research in Islamabad and Lahore to dive deep into user pain points and preferences for MMBL. We’re redesigning three products within MMBL’s digital suite and shaping a refreshed brand identity—one that gives their offerings a distinct look and feel while staying user-centric.

• Expanding Conversations on Malnutrition Treatment: After last month’s user testing with IRC in Nigeria, we brought the discussion to Karachi. Here we engaged IRC staff, NGOs, and public and private sector stakeholders to get their feedback on our malnutrition program planning tool — focusing on cross-sector insights beyond just healthcare, such as agriculture and sanitation.

• Understanding Savings & Discounts Culture: We're partnering with Golootlo, Pakistan’s largest savings and discounts platform, to redesign their app for a smoother, more rewarding experience. Our research focuses on understanding user motivations, optimizing the app journey, and reducing dropouts—ensuring more people stay engaged and maximize their savings!

• Challenging Design Norms: Our designer Umair Abbasi took the stage as a keynote speaker at Ajeeb Design Festival, using his work on Urdu typography to question conventional design systems. He made a compelling case for rigorous, dialogue-driven design as the key to creating meaningful impact.

🔎 Project Spotlight 

Bridging Tradition & Digital Innovation for Tali Karachi

Tali Karachi, a concept store celebrating Pakistan’s rich arts and crafts heritage, partnered with Ideate Innovation to bring its legacy into the digital space. Our challenge was to craft a brand identity and e-commerce experience that honored Tali’s ethos while ensuring seamless usability.

Through in-depth brand strategy workshops, we developed a cohesive digital identity, refined their visual language, and designed a Shopify-based e-commerce platform tailored to their needs. The result? A high-performing online storefront that blends tradition with modern digital design, making Tali’s craftsmanship more accessible than ever.

From custom Shopify solutions to user-friendly content management, we empowered Tali with the tools to maintain and grow their digital presence. Now, their platform not only enables online shopping but also serves as a hub for exploring Pakistan’s artisanal heritage. Read the full case here.

Want to craft a digital experience that reflects your brand’s identity? Contact Umair Abbasi, Lead Visual Designer, at [email protected].

🍪 Bite-sized Insights

• Our work with Tali Karachi marked our first time designing an e-commerce platform where educational content was deeply integrated into the shopping experience. By intertwining the Shop and Crafts of Pakistan sections, users can not only purchase unique handmade items but also delve into the rich heritage of each craft, learning about its origins and the specific regions in Pakistan where it thrives. This fusion transforms the shopping journey into an immersive cultural exploration, fostering a deeper connection between customers and the artisans' stories.

• Globally, brands are recognizing the value of blending education with e-commerce to enhance user engagement and trust. Sephora has revolutionized the beauty e-commerce experience by integrating educational content across multiple digital touchpoints. Their Virtual Artist tool allows customers to try on makeup digitally before purchasing. Their Beauty Insider Community fosters peer-to-peer learning, where users exchange product reviews, tips, and tutorials. On platforms like YouTube, Instagram, and their website, Sephora provides step-by-step guides, masterclasses, and expert advice, empowering shoppers to make more informed purchases. This strategy not only boosts sales but also strengthens brand loyalty by making customers feel more confident in their buying decisions.

🍿 This Month’s Top Picks

📖 Reading: Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

📺 Watching: Design Theory

📻 Listening to: Big Technology Podcast

📣 Community Shoutouts

Designing truly inclusive products and services requires more than good intentions—it takes the right tools and frameworks to challenge assumptions and rethink how we create for different audiences. Unconform Studio is leading the way with their Women-Centric Design Toolkit, a resource built to help organizations design with intention and ensure women’s experiences aren’t overlooked.

Developed through deep research and conversations with gender practitioners, their tools offer practical guidance on identifying gaps, shaping more equitable solutions, and embedding a women-centered approach into product and service design. Our Head of Service Design, Sehel, recently attended one of their workshops and found it incredibly insightful.

If you're looking to build smarter, more inclusive solutions, explore their toolkit today! 🚀

📮 Let’s Work Together

At Ideate, collaboration isn’t just a value—it’s at the heart of everything we do. Whether you’re looking to collaborate or want to explore how human-centered design can help your work, we’re all ears. Let’s brainstorm together:

Ali Murtaza, Partner & Chief Design Officer– [email protected]

Or write to us on Instagram or LinkedIn! We're excited to see how we can work together.