Transforming Orange Money into a Super App: A Case Study on UX/UI Innovation and Market Expansion
UX/UI Design, Product Design, Mobile App Design, Prototyping, and Interaction Design
The problem
As Orange Money evolves, we aim to introduce super-app features to African markets, making it a central hub for financial transactions and life management, including food, travel, entertainment, and business. We also need to align both applications, requiring a major design overhaul.
The solution
We redesigned Orange Money to include super-app features for seamless financial transactions, food, travel, entertainment, and business services. This involved a user-centric interface overhaul and iterative testing to ensure both applications align and provide a cohesive experience for the African market.
In depth case study below.
Research
We conducted our research through several key methods:
Competitor Benchmarking: Analyzed competitors like WeChat, Monzo, Revolut, N26, and Orange Flex.
Workshops: Held in-person workshops with local teams and conducted video-based workshops for African customers, employees, marketing teams, and stakeholders, including task-based tests.
App Analytics: Used Firebase to track user behavior and performance metrics.
Play and App Store Reviews: Reviewed user feedback to identify issues and improvement areas.
User Surveys: Collected quantitative data on user preferences and pain points.
Usability Testing: Observed users performing tasks to uncover usability issues.
Focus Groups: Conducted discussions with small user groups for qualitative insights.
Contextual Inquiry: Observed users in their natural environments.
Key Action Testing: Asked users to perform key actions on both iOS and Android and measured success rates to ensure consistency.
Competitive Feature Analysis: Studied competitors’ features and implementation.
Market Trends: Researched current market trends and emerging technologies.
This multi-faceted approach provided comprehensive insights to guide our application enhancements.
(Selected results from our research).
Goals
From our extensive research, our goals were informed as follows:
Ensure Consistent UX/UI Across iOS and Android Platforms: Create a unified experience and interface for seamless interaction on both platforms.
Integrate Partner Services Seamlessly Within the App: Embed essential services like merchant and bill payments to streamline the user experience.
Address Common Errors in User Retention: Identify and resolve issues that affect user retention to boost long-term engagement.
Introduce New Services for Specific Countries: Launch features tailored to the needs of different countries to enhance market relevance.
Integrate Orange Finance Products Like Orange Bank Africa: Connect with other Orange finance products to offer additional services, such as loans, within a unified app ecosystem.
Core Goals:Enhance Seamlessness of Primary Functions: Optimise the app’s core functions to make them seamless and intuitive, thereby encouraging more frequent transactions.
Increase Revenue Through Transfer Fees: Drive higher transaction volumes to generate more revenue via transfer fees for Orange.
By focusing on these goals, we aim to improve user experience, boost transaction frequency, and increase overall revenue.
Pain points
Pain Points Identified from Research in Africa:
Limited Literacy: Users struggle with complex digital platforms due to low literacy levels.
Cash Preference & App Aversion: Many prefer cash transactions and are reluctant to use mobile apps.
Low-End Device Compatibility: Issues with app performance on older or less advanced devices.
Unreliable Data & Signal: Inconsistent mobile connectivity affects app usability.
Resistance to Change: Users prefer sticking to familiar methods, even when new solutions are available.
Distrust of New Tech: Concerns about reliability and security hinder adoption of new technologies.
Transfer Fees: Sensitivity to transaction costs impacts willingness to use digital services.
Skepticism of Western Designs: Doubts about Western-designed solutions lacking local relevance.
Trust in Data Privacy: Users need assurance about how their personal information is managed.
These insights are based on discussions with on-the-ground teams and Orange project members working in the region.
Ideation
Leveraging insights from our analysis, we undertook a comprehensive redesign of the user interface, with a strong focus on creating clear visual distinctions between core and secondary services. This approach aimed to enhance both intuitiveness and visual appeal. We also prioritized the seamless integration of partner services. Our iterative design process, including wireframing and prototyping, allowed us to explore diverse concepts and gather stakeholder feedback, ensuring that the final design aligns with user expectations and business goals.
(Selected wireframes from master UX doc).
High fidelity design
Ensuring consistency across iOS and Android platforms, we embarked on redesigning the user interface to deliver a seamless and visually captivating experience. This involved multiple design iterations and prototyping to test various concepts and gather stakeholder feedback.
(Selected prototype showing updated UI)
(Selected final app screens.)
Marketing material
To support the Orange Money app update, we created a suite of marketing materials, including a dynamic promotional landing page, engaging app store screens for iOS and Android, and simple tutorials for social media. These elements are designed to enhance user engagement, highlight new features, and drive app adoption.
Promotional Landing Screen for Orange Money App Update Launch.
App & Play Store material
Basic function tutorials
Expansion: Web App Dashboard Trial and Integration
Overview
Following the redesign of the Orange Money mobile app, we explored the potential of a web app with advanced dashboard features aimed at higher-tier users. This trial was conducted in an African country over a six-month period to test the feasibility and user acceptance of detailed spending monitoring and advanced financial management tools.
Objectives
The web app aimed to:
Provide detailed spending monitoring, budgeting, and financial goal-setting features.
Target higher-tier users with advanced financial tools.
Test the feasibility of a "pro" or "higher" user tier.
Conclusion
Orange Money has successfully met its initial objectives through a comprehensive redesign of the mobile app and a strategic trial of a web app with advanced dashboard features. These initiatives have significantly enhanced the user experience, providing seamless financial transactions and advanced financial management tools.
Mobile App Redesign:
Achievements: Delivered a user-friendly interface on both Android and iOS platforms, allowing users to easily perform core functions and access partner services.
Impact: Transfer success rates increased by 34% on Android and 42% on iOS, while top-up failure rates were reduced by 22% on Android and 4% on iOS.
Web App Dashboard Trial:
Achievements: Provided higher-tier users with advanced financial tools, including detailed spending monitoring and budgeting features.
Impact:
User engagement increased by 28%.
Feature utilization rose by 35%.
Retention rates improved by 20% among the target user tier.
84% of users adapted to the web app.
73% of users reported that transactions were faster than using a mobile device.
The trialing country noted an 87% reduction in support requests from web app users
Strategic Decision: To provide a more unified user experience, the advanced dashboard features from the web app trial were integrated into the mobile app.
Overall Impact:
Enhanced User Experience: Both initiatives contributed to a seamless and intuitive user experience, encouraging more frequent transactions and higher engagement.
Increased Revenue Potential: By driving higher transaction volumes and improving user retention, these enhancements have positioned Orange Money to generate more revenue through transfer fees and other financial services.
Moving forward, it is crucial to build on these strengths and invest in further enhancements. By incorporating additional features and integrations, we can position Orange Money as a formidable competitor, offering users a comprehensive and essential financial solution. The progress made so far provides a solid foundation for achieving 'super app' status and meeting the evolving needs of the African market.