Sector
FinTech
Team
2 designers
Duration
Ongoing
Platform
Android, IOS
Screens
500+
Software used
Sector
FinTech
Team
2 designers
Duration
Ongoing
Platform
Android, IOS
Screens
500+
Software used
Fido
Accessible & Inclusive financial opportunities in Africa
Fido
Accessible & Inclusive financial opportunities in Africa
Sector
FinTech
Team
2 designers
Duration
Ongoing
Platform
Android, IOS
Screens
500+
Software used
Overview
The Fido app provides accessible and inclusive financial services tailored to unbanked individuals in Africa. It allows users to quickly obtain credit, establish a solid financial identity, and efficiently manage their finances.
My role
My role
As one of the two designers on Fido’s product design team, my responsibilities include:
As one of the two designers on Fido’s product design team, my responsibilities include:
UX/UI design
UX/UI design
Creating end-to-end flows, developing new features, and designing high-fidelity screens and prototypes.
User-Centric Enhancement
Conducting surveys, user interviews, and user testing sessions to gather valuable insights.
Interdisciplinary Team Engagement
Interdisciplinary Team Engagement
Working with diverse departments including Marketing, Product, Data, and Developers, ensuring cohesive project execution.
Working with diverse departments including Marketing, Product, Data, and Developers, ensuring cohesive project execution.
Global collaboration
Global collaboration
Collaborating seamlessly with teams across Israel, Ghana, and Uganda
Collaborating seamlessly with teams across Israel, Ghana, and Uganda
Scope
Scope
Since 2016, Fido's initial product in Ghana centered on micro-loan distribution, but faced challenges with outdated design and poor UX/UI. A transformative moment came in 2021 with a $30 million investment, establishing an Israeli office and recruiting me to lead the redesign and relaunch of the new app. The process kicked off with a focused design sprint, aiming to revamp the existing loans feature into an MVP within three months. Achieving this, our team progressed to ongoing improvements, introducing new features, and expanding into markets like Uganda and South Africa.
Constraints
Constraints
Operating as a globally distributed company brought forth several challenges:
Operating as a globally distributed company brought forth several challenges:
Geographical distance
Geographical distance
Time zone differences and logistical challenges between the Israel office and African teams.
Time zone differences and logistical challenges between the Israel office and African teams.
Technology disparities
Technology disparities
Limited data, older Android devices, and users' unfamiliarity with standard app interactions
Limited data, older Android devices, and users' unfamiliarity with standard app interactions
Bureaucratic complexity
Bureaucratic complexity
Unique legal regulations and administrative procedures in the African region, adding an extra layer of complexity to operations.
Unique legal regulations and administrative procedures in the African region, adding an extra layer of complexity to operations.
Fast-paced dynamics
Fast-paced dynamics
Operating within a dynamic Fintech startup, where tight deadlines and daily changes are the norm, requiring constant adaptability and agility.
Operating within a dynamic Fintech startup, where tight deadlines and daily changes are the norm, requiring constant adaptability and agility.
Problem statement
Over 70% of the population in Africa faces barriers to financial inclusion due to limited access to traditional banking. Unbanked citizens encounter challenges in accessing financial services due to the absence of a financial identity and credit history, hampering their ability to secure loans or open bank accounts.
Without accessible credit and financial products, people struggle to cover essential expenses such as housing bills, education, and healthcare. They often resort to informal lending or costly alternatives, worsening their financial situation.
The social-economic challenges ahead
The social-economic challenges ahead
Designing a product for users in Africa while being based in Israel presented a unique challenge. To create an app that truly resonates with our users and impacts their lives positively, understanding their daily struggles and aspirations was paramount. But bridging this gap across continents demanded innovative strategies:
Cultural diversity
Navigating diverse cultural, social, and economic backgrounds among users, understanding their unique perspectives and needs
Financial literacy gap
Addressing the lack of financial knowledge among users, designing interfaces that bridge this gap and deliver essential financial information
Empathy development
Cultivating empathy for users' daily struggles, dreams, and aspirations, understanding their emotional landscape
Avoiding assumptions
Overcoming preconceptions about users' behaviors and preferences required extensive research and a willingness to challenge stereotypes
Communication barriers
Dealing with Language differences and varying communication styles. Effectively communicating the app's functionality and benefits
Cultural sensitivity
Ensuring the app's features align with local customs and practices required deep cultural understanding
Sector
FinTech
Team
2 designers
Duration
Ongoing
Platform
Android, IOS
Screens
500+
Software used
Overview
The Fido app provides accessible and inclusive financial services tailored to unbanked individuals in Africa. It allows users to quickly obtain credit, establish a solid financial identity, and efficiently manage their finances.
My role
As one of the two designers on Fido’s product design team, my responsibilities include:
UX/UI design
Creating end-to-end flows, developing new features, and designing high-fidelity screens and prototypes.
User-Centric Enhancement
Conducting surveys, user interviews, and user testing sessions to gather valuable insights.
Interdisciplinary Team Engagement
Working with diverse departments including Marketing, Product, Data, and Developers, ensuring cohesive project execution.
Global collaboration
Collaborating seamlessly with teams across Israel, Ghana, and Uganda
Scope
Since 2016, Fido's initial product in Ghana centered on micro-loan distribution, but faced challenges with outdated design and poor UX/UI. A transformative moment came in 2021 with a $30 million investment, establishing an Israeli office and recruiting me to lead the redesign and relaunch of the new app. The process kicked off with a focused design sprint, aiming to revamp the existing loans feature into an MVP within three months. Achieving this, our team progressed to ongoing improvements, introducing new features, and expanding into markets like Uganda and South Africa.
Constraints
Operating as a globally distributed company brought forth several challenges:
Geographical distance
Time zone differences and logistical challenges between the Israel office and African teams.
Technology disparities
Limited data, older Android devices, and users' unfamiliarity with standard app interactions
Bureaucratic complexity
Unique legal regulations and administrative procedures in the African region, adding an extra layer of complexity to operations.
Fast-paced dynamics
Operating within a dynamic Fintech startup, where tight deadlines and daily changes are the norm, requiring constant adaptability and agility.
Problem statement
Over 70% of the population in Africa faces barriers to financial inclusion due to limited access to traditional banking. Unbanked citizens encounter challenges in accessing financial services due to the absence of a financial identity and credit history, hampering their ability to secure loans or open bank accounts.
Without accessible credit and financial products, people struggle to cover essential expenses such as housing bills, education, and healthcare. They often resort to informal lending or costly alternatives, worsening their financial situation.
The social-economic challenges ahead
Designing a product for users in Africa while being based in Israel presented a unique challenge. To create an app that truly resonates with our users and impacts their lives positively, understanding their daily struggles and aspirations was paramount. But bridging this gap across continents demanded innovative strategies:
Cultural diversity
Navigating diverse cultural, social, and economic backgrounds among users, understanding their unique perspectives and needs
Financial literacy gap
Addressing the lack of financial knowledge among users, designing interfaces that bridge this gap and deliver essential financial information
Empathy development
Cultivating empathy for users' daily struggles, dreams, and aspirations, understanding their emotional landscape
Avoiding assumptions
Overcoming preconceptions about users' behaviors and preferences required extensive research and a willingness to challenge stereotypes
Communication barriers
Dealing with Language differences and varying communication styles. Effectively communicating the app's functionality and benefits
Cultural sensitivity
Ensuring the app's features align with local customs and practices required deep cultural understanding
Design sprint
Design sprint
The process started with a Design Sprint that kicked off on my first day at Fido.
We were in a very strategic point where there was already an existing app with and a new and growing team that had just been recruited. The plan was to quickly grow and expand the product into a new evolved app with a substantial rebranding process.
The process started with a Design Sprint that kicked off on my first day at Fido.
We were in a very strategic point where there was already an existing app with and a new and growing team that had just been recruited. The plan was to quickly grow and expand the product into a new evolved app with a substantial rebranding process.
Old app design
Old app design
New app design
New app design
user research
user research
At the time, the app had 150,000 active users, We initiated the process by conducting user interviews and collaborating with representatives from the Ghanaian team, aiming to gain insights into their daily experiences. This allowed us to uncover unique challenges and discern disparities in both cultural practices and financial behaviors.
At the time, the app had 150,000 active users, We initiated the process by conducting user interviews and collaborating with representatives from the Ghanaian team, aiming to gain insights into their daily experiences. This allowed us to uncover unique challenges and discern disparities in both cultural practices and financial behaviors.
Key findings
Key findings
The unbanked reality
Since over 70% of the population does not own a bank account, their financial history is limited to non-existent, which blocks them from receiving basic financial services such as loans, savings, and insurance.
Use of Mobile Money wallets
In Africa, the most popular way to manage money is using a smartphone as a digital wallet. Mobile money is the go-to solution for easy fund transfers, bill payments, and purchases, all without the need for a traditional bank account.
The unbanked reality
Since over 70% of the population does not own a bank account, their financial history is limited to non-existent, which blocks them from receiving basic financial services such as loans, savings, and insurance.
Use of Mobile Money wallets
In Africa, the most popular way to manage money is using a smartphone as a digital wallet. Mobile money is the go-to solution for easy fund transfers, bill payments, and purchases, all without the need for a traditional bank account.
Distrust of traditional banks
Unbanked individuals often harbor distrust and negative perceptions of banks due to past experiences, including feeling undervalued, loan denials, and enduring lengthy and intrusive approval processes.
Accessible Mobile transactions
Funds are deposited and withdrawn from mobile wallets at stalls lining the streets of Ghana, offering a more accessible and popular choice than traditional banks, which are situated farther away and involve a lengthy, bureaucratic process.
Distrust of traditional banks
Unbanked individuals often harbor distrust and negative perceptions of banks due to past experiences, including feeling undervalued, loan denials, and enduring lengthy and intrusive approval processes.
Accessible Mobile transactions
Funds are deposited and withdrawn from mobile wallets at stalls lining the streets of Ghana, offering a more accessible and popular choice than traditional banks, which are situated farther away and involve a lengthy, bureaucratic process.
Advanced payments strain
Payments and bills are always paid in advance - electricity, data, water, and even rent is sometimes paid 2 years in advance, this reality causes a problem in which many times, already in the middle of the month, they run out of money.
Motivation for Financial Growth
Most of the population has a very high motivation to improve their financial state and achieve financial independence. It is very common to see people running a small business on the side in addition to their full-time job as an employee.
Advanced payments strain
Payments and bills are always paid in advance - electricity, data, water, and even rent is sometimes paid 2 years in advance, this reality causes a problem in which many times, already in the middle of the month, they run out of money.
Motivation for Financial Growth
Most of the population has a very high motivation to improve their financial state and achieve financial independence. It is very common to see people running a small business on the side in addition to their full-time job as an employee.
Bridging the gap
Bridging the gap
Recognizing the key to our product's success lies in understanding our users, I took a trip to Ghana just three weeks into my role at Fido. Conducting user testing sessions at our Ghanaian office, we aimed to gain firsthand insights into our users' experiences and challenges, ensuring our product aligns with their needs.
Recognizing the key to our product's success lies in understanding our users, I took a trip to Ghana just three weeks into my role at Fido. Conducting user testing sessions at our Ghanaian office, we aimed to gain firsthand insights into our users' experiences and challenges, ensuring our product aligns with their needs.
Testing the MVP prototype with users in Fido’s offices in Accra, Ghana.
Testing the MVP prototype with users in Fido’s offices in Accra, Ghana.
Small business owners selling produce and gadgets in the Sunday market. Accra, Ghana
People transferring money to their MoMo wallets at stalls lining the streets of Accra.
The Colorful and vibrant energy is seen in the peoples clothing and bustling streets.
People transferring money to their MoMo wallets at stalls lining the streets of Accra.
Small business owners selling produce and gadgets in the Sunday market. Accra, Ghana
Cultural immersion
Cultural immersion
Being in Ghana allowed us to immerse ourselves in the daily lives of our users, fostering a deeper connection and firsthand understanding of their needs and pain points, which greatly informed the design and development of our product.
Being in Ghana allowed us to immerse ourselves in the daily lives of our users, fostering a deeper connection and firsthand understanding of their needs and pain points, which greatly informed the design and development of our product.
User persona
User persona
Fido's persona embodies individuals in the lower-Mid income spectrum, often engaged in self-employment or side jobs, envisioning a future where their businesses grow and thrive.
Fido's persona embodies individuals in the lower-Mid income spectrum, often engaged in self-employment or side jobs, envisioning a future where their businesses grow and thrive.
Anthony Mensah
Self employed
Age:
31
Status:
Married +2
Education:
Primary schooling
Income:
Low-Mid range
Location:
Accra, Ghana
Attributes:
Hardworking, frugal, community oriented, responsible, persistent
Background
Anthony, a Ghanaian entrepreneur, juggles a day job as a customer service representative with running a fresh produce stall in the local market during nights and weekends. As the primary breadwinner for his family, Anthony is determined to overcome financial challenges and provide a better life for his family.
"Balancing rent, bills, and daily needs is a constant concern. I'm determined to secure a stable financial future for my family."
Goals & Motivations
Financial Stability: securing a consistent income from his stall, ensuring his family's basic needs are met without constant financial stress
Business Growth: expanding his stall, attract more customers, and increase revenue
Children's Education: providing them with a good education, and better opportunities than he had
Challenges
Balancing rent, utility bills, and ensuring there's enough food on the table
Fears financial limitations might hinder his children's education and opportunities
Lack of a stable income raises concerns about healthcare expenses, especially in emergencies.
Worries about the long-term sustainability of his stall business.
Behaviors
Smartphone: Android User
Unable to Access Credit from Banks
Preferred Payment Method: Mobile Money (MoMo)
Apps: Regularly Uses Fido for Loans, WhatsApp, Facebook, Twitter
Cautious about Data Usage
Enjoys Watching Soccer Matches, Attends Church on Sundays, Enjoys Free TV, Socializes at Bars with Friends
Anthony Mensah
Self employed
Background
Anthony, a Ghanaian entrepreneur, juggles a day job as a customer service representative with running a fresh produce stall in the local market during nights and weekends. As the primary breadwinner for his family, Anthony is determined to overcome financial challenges and provide a better life for his family.
Age:
31
Status:
Married +2
Education:
Primary schooling
Income:
Low-Mid range
Location:
Accra, Ghana
Hardworking, frugal, community oriented, responsible, persistent
"Balancing rent, bills, and daily needs is a constant concern. I'm determined to secure a stable financial future for my family."
Goals & motivations
Financial Stability: securing a consistent income from his stall, ensuring his family's basic needs are met without constant financial stress
Business Growth: expanding his stall, attract more customers, and increase revenue
Children's Education: providing them with a good education, and better opportunities than he had
Challenges
Balancing rent, utility bills, and ensuring there's enough food on the table
Fears financial limitations might hinder his children's education and opportunities
Lack of a stable income raises concerns about healthcare expenses, especially in emergencies.
Worries about the long-term sustainability of his stall business.
Behaviors
Smartphone: Android User
Unable to Access Credit from Banks
Preferred Payment Method: Mobile Money (MoMo)
Apps: Regularly Uses Fido for Loans, WhatsApp, Facebook, Twitter
Cautious about Data Usage
Enjoys Watching Soccer Matches, Attends Church on Sundays, Enjoys Free TV, Socializes at Bars with Friends
Analysis &
design opportunities
When approaching the redesign process we put a large emphasis on improving the user experience while preserving the unique capabilities of the product. We began by mapping out flows in the app, prioritizing the ones that we need to improve first.
Analysis &
design opportunities
When approaching the redesign process we put a large emphasis on improving the user experience while preserving the unique capabilities of the product. We began by mapping out flows in the app, prioritizing the ones that we need to improve first.
Analysis &
design opportunities
When approaching the redesign process we put a large emphasis on improving the user experience while preserving the unique capabilities of the product. We began by mapping out flows in the app, prioritizing the ones that we need to improve first.
Opportunity #1
Opportunity #1
Challenge
Challenge
Enhancing user verification: tackling a 45% conversion rate
Enhancing user verification: tackling a 45% conversion rate
The problem
The problem
Over half of users faced difficulties completing the verification process, resulting in a 45% conversion rate. The most significant drop occurred during the liveliness stage, with users spending up to 10 minutes attempting to follow multiple on-screen directions while the app struggled to verify their faces.
Over half of users faced difficulties completing the verification process, resulting in a 45% conversion rate. The most significant drop occurred during the liveliness stage, with users spending up to 10 minutes attempting to follow multiple on-screen directions while the app struggled to verify their faces.
Root cause
Root cause
After conducting user testing in Ghana with the actual app, we pinpointed the root cause as a technical issue:
The verification model's inadequacy, particularly its struggle to accurately recognize dark-skinned users. Despite our prior in-depth research on verification models to mitigate this issue, the selected model, designed to adapt to darker skin colors, still fell short in verifying our users correctly.
Other identified issues encompassed users struggling with the lengthy and fast-paced instructions and the constraint posed by low-quality cameras on local phones.
After conducting user testing in Ghana with the actual app, we pinpointed the root cause as a technical issue:
The verification model's inadequacy, particularly its struggle to accurately recognize dark-skinned users. Despite our prior in-depth research on verification models to mitigate this issue, the selected model, designed to adapt to darker skin colors, still fell short in verifying our users correctly.
Other identified issues encompassed users struggling with the lengthy and fast-paced instructions and the constraint posed by low-quality cameras on local phones.
Solutions
Solutions
Streamlined verification process
Streamlined verification process
Streamlined verification process
Reduced user actions to a single simple step – smiling during the face verification process.
Reduced user actions to a single simple step – smiling during the face verification process.
Reduced user actions to a single simple step – smiling during the face verification process.
Local smartphone adaptation
Local smartphone adaptation
Local smartphone adaptation
Implemented technical adjustments to accommodate local smartphone models,
Implemented technical adjustments to accommodate local smartphone models,
Implemented technical adjustments to accommodate local smartphone models,
Facial recognition model enhancement
Facial recognition model enhancement
Facial recognition model enhancement
Improved facial recognition by incorporating a different library for accurate recognition of darker-skinned users.
Improved facial recognition by incorporating a different library for accurate recognition of darker-skinned users.
Improved facial recognition by incorporating a different library for accurate recognition of darker-skinned users.
Outcomes
Outcomes
Outstanding 86% conversion rate reached
Outstanding 86% conversion rate reached
12% Conversion increase with Simplified Instructions
12% Conversion increase with Simplified Instructions
Reducing the instructions to a single step resulted in an immediate 12% increase in the conversion rate following the new version's release.
Reducing the instructions to a single step resulted in an immediate 12% increase in the conversion rate following the new version's release.
29% Conversion increase as result of technical enhancements
29% Conversion increase as result of technical enhancements
After making technical adjustments and improving the facial recognition model, the KYC flow achieved an impressive 86% conversion rate, highlighting the impact of these enhancements.
After making technical adjustments and improving the facial recognition model, the KYC flow achieved an impressive 86% conversion rate, highlighting the impact of these enhancements.
Designs
Designs
Final KYC screens
Final KYC screens
Opportunity #2
Opportunity #2
Challenge
Challenge
Usability Challenges: Navigating Larger Hand Sizes in Interface Interaction
Usability Challenges: Navigating Larger Hand Sizes in Interface Interaction
The problem
The problem
Physiological differences, specifically larger hand sizes among the target users, created difficulties in seamlessly using the interface.
Physiological differences, specifically larger hand sizes among the target users, created difficulties in seamlessly using the interface.
Root cause
Root cause
The issue was discovered during a user testing session in Ghana where we observed that the interface, particularly the credit draw and survey flow, posed challenges for users. This led to the recognition that physiological differences, specifically larger hand sizes among the users, made it difficult for them to tap on standard size input fields and buttons.
The issue was discovered during a user testing session in Ghana where we observed that the interface, particularly the credit draw and survey flow, posed challenges for users. This led to the recognition that physiological differences, specifically larger hand sizes among the users, made it difficult for them to tap on standard size input fields and buttons.
Solutions
Solutions
User-Centric Field Optimization
User-Centric Field Optimization
User-Centric Field Optimization
Adjusted the survey layout by enlarging and spacing out fields to accommodate larger hand sizes, providing a more comfortable and accessible interaction.
Adjusted the survey layout by enlarging and spacing out fields to accommodate larger hand sizes, providing a more comfortable and accessible interaction.
Adjusted the survey layout by enlarging and spacing out fields to accommodate larger hand sizes, providing a more comfortable and accessible interaction.
Sequential questionnaire screens
Sequential questionnaire screens
Sequential questionnaire screens
Restructured the survey flow, presenting each question on a separate screen, and enlarged questions and answer options for improved user engagement.
Restructured the survey flow, presenting each question on a separate screen, and enlarged questions and answer options for improved user engagement.
Restructured the survey flow, presenting each question on a separate screen, and enlarged questions and answer options for improved user engagement.
Outcomes
Outcomes
Enhanced User Interaction and Efficiency
Enhanced User Interaction and Efficiency
Streamlined User Flow
Streamlined User Flow
Users navigated through the flow quickly and easily, enhancing overall usability by eliminating the need for scrolling.
Users navigated through the flow quickly and easily, enhancing overall usability by eliminating the need for scrolling.
Reduced Cognitive Load
Reduced Cognitive Load
Users experienced less mental strain while navigating the streamlined survey, leading to improved comprehension.
Users experienced less mental strain while navigating the streamlined survey, leading to improved comprehension.
Perceived Shortness
Perceived Shortness
Users reported the survey seemed shorter, contributing to a perceived reduction in length.
Users reported the survey seemed shorter, contributing to a perceived reduction in length.
Reduced Question Perception
Reduced Question Perception
Users believed there were fewer questions, indicating an improved user experience.
Users believed there were fewer questions, indicating an improved user experience.
Designs
Designs
Survey evolution
Survey evolution
Opportunity #3
Opportunity #3
Challenge
Challenge
Understanding Fido Score: Bridging Financial Literacy Gaps
Understanding Fido Score: Bridging Financial Literacy Gaps
Users' lack of a financial record creates challenges in assessing credit risk and delivering tailored services. Additionally, their limited financial education and understanding of the Fido Score concept hinder their motivation to calculate and enhance their scores.
Users' lack of a financial record creates challenges in assessing credit risk and delivering tailored services. Additionally, their limited financial education and understanding of the Fido Score concept hinder their motivation to calculate and enhance their scores.
Solutions
Solutions
Walkthrough process
Walkthrough process
Walkthrough process
Guide users to calculate and enhance their Fido Score with step-by-step instructions and engaging incentives.
Guide users to calculate and enhance their Fido Score with step-by-step instructions and engaging incentives.
Guide users to calculate and enhance their Fido Score with step-by-step instructions and engaging incentives.
User understanding
User understanding
User understanding
Improve understanding by providing clear information on what a Fido Score is, how to improve it, and the associated benefits.
Improve understanding by providing clear information on what a Fido Score is, how to improve it, and the associated benefits.
Improve understanding by providing clear information on what a Fido Score is, how to improve it, and the associated benefits.
Clarity and simplicity
Clarity and simplicity
Clarity and simplicity
Ensure transparency and simplicity in presenting the Fido Score and the associated process, making it clear and simple for users.
Ensure transparency and simplicity in presenting the Fido Score and the associated process, making it clear and simple for users.
Ensure transparency and simplicity in presenting the Fido Score and the associated process, making it clear and simple for users.
Designs
Designs
Fido Score screens
Fido Score screens
Opportunity #4
Opportunity #4
Challenge
Challenge
Elevating User Experience in Credit Draw Flow
Elevating User Experience in Credit Draw Flow
The problem
The problem
The credit draw flow presented a significant challenge with its outdated interface and poor user experience. Users faced challenges navigating through a intricate and disorganized process, resulting in frustration and the risk of disengagement.
The credit draw flow presented a significant challenge with its outdated interface and poor user experience. Users faced challenges navigating through a intricate and disorganized process, resulting in frustration and the risk of disengagement.
Opportunity
Opportunity
Recognizing the shortcomings in the existing credit draw flow, this presented a valuable opportunity for a comprehensive redesign. By updating the UX and interface, we strove to create a seamless and user-friendly experience, boosting satisfaction and engagement.
Recognizing the shortcomings in the existing credit draw flow, this presented a valuable opportunity for a comprehensive redesign. By updating the UX and interface, we strove to create a seamless and user-friendly experience, boosting satisfaction and engagement.
Solutions
Solutions
Effortless Credit Draw
Effortless Credit Draw
Effortless Credit Draw
Simplifying the process, we separated credit amount and repayment date screens presenting clear and bold details, reducing clicks and enhancing the user interface.
Simplifying the process, we separated credit amount and repayment date screens presenting clear and bold details, reducing clicks and enhancing the user interface.
Simplifying the process, we separated credit amount and repayment date screens presenting clear and bold details, reducing clicks and enhancing the user interface.
Swift Amount Selection
Swift Amount Selection
Swift Amount Selection
Offering popular amounts as quick-select chips, users can easily choose or manually input a custom amount.
Offering popular amounts as quick-select chips, users can easily choose or manually input a custom amount.
Offering popular amounts as quick-select chips, users can easily choose or manually input a custom amount.
Optimal Repayment Dates
Optimal Repayment Dates
Optimal Repayment Dates
Providing recommended repayment dates aligned with users' paydays for convenient and timely repayment.
Providing recommended repayment dates aligned with users' paydays for convenient and timely repayment.
Providing recommended repayment dates aligned with users' paydays for convenient and timely repayment.
Transparent Transaction Details
Transparent Transaction Details
Transparent Transaction Details
Ensured clarity by transparently displaying all pertinent details, such as fees, charges, received amounts, and repayment figures.
Ensured clarity by transparently displaying all pertinent details, such as fees, charges, received amounts, and repayment figures.
Ensured clarity by transparently displaying all pertinent details, such as fees, charges, received amounts, and repayment figures.
Designs
Designs
Credit draw screens
Credit draw screens
Prototyping
Prototyping played a crucial role in our design process, facilitating comprehensive user testing to make our designs realistic. This ensures a smooth user experience, addressing and resolving any potential issues for a polished final product.
Prototyping
Prototyping played a crucial role in our design process, facilitating comprehensive user testing to make our designs realistic. This ensures a smooth user experience, addressing and resolving any potential issues for a polished final product.
Prototyping
Prototyping plays a crucial role in our design process, facilitating comprehensive user testing to make our designs realistic. This ensures a smooth user experience, addressing and resolving any potential issues for a polished final product.
Design system
I was responsible for developing and maintaining Fido's design system, ensuring a cohesive and user-friendly visual language throughout the app. This involved close collaboration with the development team to ensure alignment across all elements in the application of the design system.
Color palette
Primary
Hot pink 50
#FEE1EF
Hot pink 400
#D6086B
Hot pink 500
#D6086B
Neutral
White
#FFFFFF
Neutral 100
#F7F8F8
Neutral 300
#DFE2E2
Neutral 700
#6B7576
Neutral 800
#525A5B
Neutral 950
#2C3030
Complimentary
Aqua 25
#E5FDFF
Aqua 50
#D6FCFF
Aqua 100
#A3F8FF
Semantic
Warning/100
#FEF3C7
Warning/400
#FBBF24
Warning/600
#D97706
Negative/100
#FEE2E2
Negative/400
#F87171
Negative/600
#DC2626
Positive/100
#DCFCE7
Positive/400
#4ADE80
Positive/600
#16A34A
Label
Category
Completed
Typography
Aa
Poppins
Regular
Medium
SemiBold
Aa
DM Sans
Regular
Medium
Headline 1
Headline 2
Headline 3
Headline 4
Body L
Body L (Accented)
Body S
Body S (Accented)
Caption L
Caption S
Icons
Elevation
Corner radius
6px
8px
12px
16px
Input fields
Label
Label
Placeholder
Label
Placeholder
Popups
Popup Header
Display alerts, warnings, or confirmations, important information such as system status updates, notifications about new features, updates, or error messages.
Primary button
Minimal button
Navigation & Status
Badges
Label
Label
🚀
Label
Label
Label
🚀
Label
Label
Label
🚀
Label
Label
Label
🚀
Label
Selection
Label
☀️
Label
Label
Payment methods
054-362-5598
MTN Mobile Money
054-362-5598
MTN Mobile Money
Buttons
Button Large
Button Large
Button Large
Button Large
Button Small
Button Small
Button Small
Button Small
Radio
Label
Label
Tags
Label
Label
Label
Label
Label
Label
Label
✈️
Label
✈️
Label
✈️
Color palette
Primary
Hot pink 50
#FEE1EF
Hot pink 400
#D6086B
Hot pink 500
#D6086B
Neutral
White
#FFFFFF
Neutral 100
#F7F8F8
Neutral 300
#DFE2E2
Neutral 700
#6B7576
Neutral 800
#525A5B
Neutral 950
#2C3030
Complimentary
Aqua 25
#E5FDFF
Aqua 50
#D6FCFF
Aqua 100
#A3F8FF
Semantic
Warning/100
#FEF3C7
Warning/400
#FBBF24
Warning/600
#D97706
Negative/100
#FEE2E2
Negative/400
#F87171
Negative/600
#DC2626
Positive/100
#DCFCE7
Positive/400
#4ADE80
Positive/600
#16A34A
Label
Category
Completed
Typography
Aa
Poppins
Regular
Medium
SemiBold
Aa
DM Sans
Regular
Medium
Headline 1
Headline 2
Headline 3
Headline 4
Body L
Body L (Accented)
Body S
Body S (Accented)
Caption L
Caption S
Icons
Elevation
Corner radius
6px
8px
12px
16px
Input fields
Label
Label
Placeholder
Label
Placeholder
Popups
Popup Header
Display alerts, warnings, or confirmations, important information such as system status updates, notifications about new features, updates, or error messages.
Primary button
Minimal button
Navigation & Status
Badges
Label
Label
🚀
Label
Label
Label
🚀
Label
Label
Label
🚀
Label
Label
Label
🚀
Label
Selection
Label
☀️
Label
Label
Payment methods
054-362-5598
MTN Mobile Money
054-362-5598
MTN Mobile Money
Buttons
Button Large
Button Large
Button Large
Button Large
Button Small
Button Small
Button Small
Button Small
Radio
Label
Label
Tags
Label
Label
Label
Label
Label
Label
Label
✈️
Label
✈️
Label
✈️
Product & business impact
Product & business impact
Since the launch of the new app, Fido has experienced remarkable success, witnessing a twofold increase in active monthly users and a fourfold surge in monthly revenues. This speaks to the substantial impact and positive reception of our enhanced product.
Since the launch of the new app, Fido has experienced remarkable success, witnessing a twofold increase in active monthly users and a fourfold surge in monthly revenues. This speaks to the substantial impact and positive reception of our enhanced product.
$2M monthly revenues
$2M monthly revenues
$2M monthly revenues
Climbing from $0.5 million to $2 million in monthly revenues.
Climbing from $0.5 million to $2 million in monthly revenues.
Climbing from $0.5 million to $2 million in monthly revenues.
300K Monthly active users
300K Monthly active users
300K Monthly active users
Monthly active users have doubled, starting from 150K and reaching 300K to date.
Monthly active users have doubled, starting from 150K and reaching 300K to date.
Monthly active users have doubled, starting from 150K and reaching 300K to date.
Conclusion
Conclusion
In our ongoing mission for financial inclusion, Fido has successfully served over 300,000 active users. Through thoughtful feature development, we've worked to make financial services more accessible across the African landscape.
In our ongoing mission for financial inclusion, Fido has successfully served over 300,000 active users. Through thoughtful feature development, we've worked to make financial services more accessible across the African landscape.
Key takeaways
Key takeaways
Deep User Understanding is Paramount
Deep User Understanding is Paramount
Understanding our users profoundly is not just a priority but a fundamental necessity. It shapes the success of our product and ensures its compatibility with the diverse needs of our users.
Understanding our users profoundly is not just a priority but a fundamental necessity. It shapes the success of our product and ensures its compatibility with the diverse needs of our users.
Never Cut Corners
Never Cut Corners
Even in seemingly trivial situations, cutting corners is not an option. Every user interaction contributes to the overall experience, making attention to detail crucial.
Even in seemingly trivial situations, cutting corners is not an option. Every user interaction contributes to the overall experience, making attention to detail crucial.
Never Assume Anything
Never Assume Anything
The principle of "never assume anything" guides us. It urges a thorough exploration of user needs, steering clear of assumptions that could impede our progress.
The principle of "never assume anything" guides us. It urges a thorough exploration of user needs, steering clear of assumptions that could impede our progress.
Looking forward
Looking forward
Fido is set to expand its innovative solutions to new countries, introduce impactful features for users' financial growth, and focus on tailored products to support businesses. Our mission remains constant: empowering lives through accessible and user-centric financial services.
Fido is set to expand its innovative solutions to new countries, introduce impactful features for users' financial growth, and focus on tailored products to support businesses. Our mission remains constant: empowering lives through accessible and user-centric financial services.
Want to hear more?
Want to hear more?
We were delighted to join Saar Gil on the Design Club podcast, where we delved into the crucial importance of meeting and understanding our users.
We were delighted to join Saar Gil on the Design Club podcast, where we delved into the crucial importance of meeting and understanding our users.
למה חשוב לפגוש את המשתמשים שלנו -
סער גיל מארח את נועה שטרן ואיתנה אפשטיין
למה חשוב לפגוש את המשתמשים שלנו - סער גיל מארח את נועה שטרן ואיתנה אפשטיין
האזינו לפרק
האזינו לפרק
Thank you for reading!
Take a look at more of my work
Design system
I was responsible for developing and maintaining Fido's design system, ensuring a cohesive and user-friendly visual language throughout the app. This involved close collaboration with the development team to ensure alignment across all elements in the application of the design system.
Typography
Aa
Poppins
Regular
Medium
SemiBold
Aa
DM Sans
Regular
Medium
Headline 1
Headline 2
Headline 3
Headline 4
Body L
Body L (Accented)
Body S
Body S (Accented)
Caption L
Caption S
Color palette
Primary
White
#FFFFFF
Hot pink 500
#D6086B
Neutral 950
#2C3030
Neutral
Neutral 100
#F7F8F8
Neutral 300
#DFE2E2
Neutral 800
#525A5B
Semantic
Warning/100
#FEF3C7
Warning/400
#FBBF24
Warning/600
#D97706
Negative/100
#FEE2E2
Negative/400
#F87171
Negative/600
#DC2626
Positive/100
#DCFCE7
Positive/400
#4ADE80
Positive/600
#16A34A
Icons
Navigation & Status
Buttons
Button Large
Button Large
Button Large
Button Large
Button Small
Button Small
Button Small
Button Small
Badges
Label
Label
🚀
Label
Radio
Label
Label
Thank you for reading!
Take a look at more of my work
Fido
Accessible & Inclusive financial opportunities in Africa
Fido
Accessible & Inclusive financial opportunities in Africa
Let’s Connect
Let’s Connect
Feel free to reach out for collaborations or just a friendly hello 😉
Feel free to reach out for collaborations or just a friendly hello 😉
epstein.etana@gmail.com