Empowering Financial Inclusion Across Africa: The Orange Money App UX/UI Design Case Study
UX/UI Design, Product Design, Mobile App Design, Prototyping, User Research and Interaction Design
The problem
Orange Money, a leading financial services provider, aimed to expand its services into new markets such as Côte d'Ivoire, Guinea, and Mali. The primary challenge was to develop a user-friendly mobile app that could manage diverse financial transactions while addressing barriers like varying digital literacy, technological access, and regional preferences.
The solution
We developed a robust mobile application for both Android and iOS platforms designed to facilitate money transfers, account top-ups, bill payments, and other financial services. The app seamlessly integrates user needs with regional requirements into an intuitive, single-platform experience.
In depth case study below
Background
Launched in 2008, Orange Money was initially introduced in Côte d'Ivoire as a pioneering mobile financial service aimed at providing financial inclusion to underserved populations. Its success in Côte d'Ivoire set the stage for its expansion across Africa. Over the years, Orange Money has grown to offer a wide range of services, including mobile money transfers, bill payments, airtime purchases, and financial services, contributing to greater financial inclusion across multiple regions.
By the time we undertook this project, Orange Money had established a significant presence in several African countries, including Côte d'Ivoire, Guinea, Mali, Senegal, the Democratic Republic of the Congo, Burkina Faso, Sierra Leone, Liberia, Madagascar, and Jordan. Each of these markets presented unique challenges and opportunities, making a tailored approach essential for successful expansion.
Research
Our research approach involved several key methods:
Workshops: Engaged with marketing teams, stakeholders, and product owners from all the involved countries to gather a wide range of perspectives and requirements.
Interviews: Conducted interviews with Orange Money employees in physical stores across Africa to gain insights into user behavior and regional preferences.
Key Findings:
Diverse User Needs: Different regions exhibited varied levels of digital literacy and financial needs.
Regional Variations: Preferences for financial transactions and technology usage differed significantly across markets.
Goals
Based on our research, the primary goals for the app were:
Privacy Control: Enable users to toggle the visibility of their account balance.
Transaction History: Allow users to view their recent transactions.
Transfers: Support both national and international money transfers.
Top-Up Options: Facilitate easy top-ups for personal and other Orange Money accounts.
Real-Time Interaction: Offer real-time communication features during transactions.
Bill Payments: Provide a straightforward process for utility bill payments.
Store Locator: Include a feature to locate the nearest Orange Money store.
Help and Support: Ensure easy access to customer support and assistance.
Pain points
Several challenges emerged during development:
Limited Literacy: Users in certain regions had varying levels of digital literacy.
Cash Preference: Some users preferred cash transactions and were hesitant to use the app.
Device Compatibility: Issues with low-end devices affected usability.
Connectivity Issues: Unreliable mobile data and signal connectivity presented obstacles.
Resistance to Change: Users were reluctant to shift from traditional methods to digital transactions.
Distrust: Skepticism regarding new technologies and concerns about personal information security.
Local Customization: Designs needed to reflect local customs and practices to be effective.
Ideation
Based on our research I created a list of “core” features / goals.
Money transfer - which will be the most used feature
Top up - second core feature
Pin number (known as ‘secret code’) - To confirm money transfers and account security
Bill payment - This needs to be simple for the user.
Contact / Help - direct user to helpline.
(Some examples taken from my sketchbook)
Potential app architecture and user flow
We created user flows and wireframes to visualize the app’s global and micro flows. These were reviewed and refined with stakeholders from various countries to ensure alignment with user needs and regional requirements.
(Selected wireframes of core features.)
Exploration
Low-fidelity prototypes were developed to test essential functionalities and address key issues. Feedback from these prototypes informed subsequent design iterations.
(Examples taken from key topics of investigation after we circulated initial designs.)
Exploration of the exploration
Following initial low-fidelity prototypes, we refined the designs to remove unnecessary elements and enhance the user experience. We then shared these polished prototypes with our internal team and key stakeholders for feedback. Additionally, selected prototypes were tested with users and employees across Africa to gather real-world insights and ensure the designs met diverse regional needs.
(Examples taken from prototypes produced to explore key interactions.)
(Padlock animation exploration.)
(Number input investigation.)
(Show / hide balance & Multi balance exploration.)
High fidelity designs
Incorporating feedback, we developed high-fidelity designs with a consistent visual language. We used a vibrant color palette and illustrations to create an engaging, user-friendly interface while striving to balance regional customization with a cohesive overall experience.
(Examples taken from App & Google Playstore screens.)
(Examples taken from App & Google Playstore screens.)
Conclusion
The Orange Money app's launch marked a significant milestone in expanding financial services across Africa, demonstrating its potential to enhance financial inclusion and accessibility. The initial release was met with positive reception, evidenced by high download rates on both iOS and Android platforms. However, several areas required refinement to better meet user needs and regional expectations.
Refinement Process: Following the initial feedback, we engaged in an iterative design process to address key issues. We refined the prototypes by incorporating feedback from both internal stakeholders and users across Africa. This iterative approach allowed us to enhance the user experience, simplify the interface, and resolve inconsistencies between iOS and Android versions. Key improvements included optimizing the visual design to reduce color clutter, harmonizing features across platforms, and adjusting the home screen to accommodate additional services while maintaining usability.
Ongoing Improvements: Despite the successes, further refinements are necessary to fully address the design challenges. The excessive use of vibrant colors, inconsistencies between app versions, and visual complexity of some elements have been identified as areas for ongoing improvement. Simplifying the design, ensuring a consistent experience across platforms, and optimizing visuals for mobile screens are essential for enhancing user satisfaction.
Future Recommendations:
Streamline Design: Reduce color usage and balance visual elements to create a cleaner interface.
Ensure Consistency: Develop a systematic approach to harmonize the experience across iOS and Android platforms.
Optimize for Mobile: Design visuals that are tailored for smaller screens to improve usability.
User Training: Provide resources and support to help users transition smoothly to digital transactions.
By focusing on these areas, the Orange Money app can continue to evolve, better serve its diverse user base, and reinforce its position as a leading financial service provider in Africa.