Yoonema's founders reached out to us with an ambitious goal - they wanted to launch a customer-centric e-commerce and logistics platform for West African markets. They were looking for a partner that would help them rapidly bring the platform to the market while ensuring the best user experience.

Due to the rapidly evolving market of African e-commerce, the project they had in mind involved iterating at a rapid pace, with a lot of unknowns that needed to be addressed on the way. Internal processes were also quite complex and unlike what most e-commerces had to deal with, as it involved shipping products across continents.


Reducing Risk by Validating with Customers as Soon as Possible

Our main goal was to enable Yoonema to launch to the market as quickly as possible. We followed a rapid prototyping and scoping process that allowed us to focus on what's important.

After the initial discovery phase and UX research, we knew where the main risks were and were able to find tools to address them.

Shortening Time to Market with Open Source

Yoonema's processes are unlike what you see in most e-commerce platforms, with complex logistics processes of sourcing products from a different continent and an unusual approach to managing the product catalog.

By using Open Source e-commerce tools, we were able to focus on implementing custom processes required, while taking huge advantage of already implemented e-commerce processes. This allowed us to launch the first version within 1 month and to keep iterating forward.

Agile and Iterative Approach

After the first month of development, we got more feedback from the users and Yoonema was able to quickly address customer's needs. As we moved forward, we kept using an Agile process to manage the ongoing work. By remaining in close collaboration directly with the business and logistics team, we were able to deliver the right tools needed to scale.

Team Composition

We built a cross-functional team of:

  • Full-stack developers
  • Software Architect
  • Project Manager
  • Product Designer

Our team worked closely with the business team on Yoonema's side, ensuring smooth communication and fast feedback loop.


After a year of close collaboration with Upside, we couldn't be more satisfied with their professionalism and the quality of their service. Upside provided us a real boutique experience, as they tailored their offer to our needs, scaling accordingly to our challenges. What we enjoyed the most was their ability to internalize our vision and be proactive in their advice and assessments. Building our e-commerce platform and having worked for some of the most prominent technology companies in the world, we knew we wanted a partner that could match our speed. We found in Upside that partner. Our platform is live, growing exponentially and gaining a lot of traction in our target demographic.

~ Jonathan Gall, Product Manager at Yoonema

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