A fin-tech company
Cellulant
Corporation
Introduction
The goal was to design a user-centric and intuitive website for Cellulant. The company provides a single API payments platform (tingg) that enables businesses to collect payments online and offline while offering users locally relevant and alternative payment methods such as mobile money, local and international cards, and bank transfers.
Understanding
the problem
The previous website lacked clarity in communicating its services and payment options, leading to user confusion and reduced conversion rates. Additionally, the website's user experience did not cater to the diverse audience across different African countries, hindering its potential to serve a broader range of customers.
Research
User surveys, interviews
& competitor analysis
We conducted interviews with diverse stakeholders, including global, regional, and local merchants, as well as end-users with experience or attempted use of the website, gathering insights into their pain points, needs, and expectations. Concurrently, we analyzed competitor websites offering similar payment solutions in the African market, identifying strengths, weaknesses, and opportunities for differentiation.
To further assess user preferences, we distributed online surveys to existing users and potential customers, aiming to understand their favored payment methods and gauge satisfaction with current offerings.
User personas
Business owner,
Freelance developer,
Regular online shopper
I create user personas for a diverse range of individuals with unique needs and preferences. Among them is a small business owner looking to expand online sales in various African countries, facing challenges with local payment integrations. Additionally, there's a tech-savvy developer seeking a simple and efficient API solution to integrate payment functionalities into clients' websites.
Furthermore, a regular online shopper is included in these personas, actively seeking hassle-free, secure, and convenient payment methods for a smoother shopping experience. These personas serve as a foundation for understanding and addressing specific user requirements in the design and implementation of payment solutions.
Key
design goals
Tailored,
user experience
I ensured that the website communicated the comprehensive range of payment options available and emphasized the simplicity of integration for merchants. The user experience was carefully tailored to accommodate diverse cultural, linguistic, and payment preferences across various African regions.
To establish a sense of trust and security, the website prominently displayed certifications, partnerships, and success stories, reinforcing confidence among users and stakeholders alike.
Visual design
wireframes, prototypes
& development
I initiated the website design process by creating low-fidelity wireframes to outline the structure and interactions. These wireframes underwent iterations based on stakeholder feedback, and subsequent usability testing was conducted to validate the designs. To refine the user experience further, I developed interactive prototypes that simulated the user journey.
The design approach prioritized visual appeal in alignment with the company's branding, aiming to create an emotional connection with users. This involved utilizing culturally relevant visuals and language to resonate effectively with the diverse African audience.
Launch and
post-launch
I prepared a launch strategy to introduce the redesigned website to existing and new customers. I also monitored user feedback, behavior, and conversion rates post-launch, andcontinued to make iterative improvements based on user insights.