Tangerine - Digitizing Africa's Range of Financial Services
An app that seamlessly integrates every aspect of your financial life. From banking and saving to insuring and investing, all in one comprehensive platform.
Conceptualize a single app that lets you manage your entire financial life, whether it’s banking, saving, spending, insurance, or investing. That’s the idea behind Tangerine, a comprehensive personal and business financial management platform.
The goal was to bring all essential financial tools together under one roof, allowing users to seamlessly handle everything from their banking needs to business services like insurance and pensions for employees.
01
The Challenge
Tangerine had been operating for years using a traditional approach to savings and insurance. But as the financial world became more digital, they needed a platform that not only digitized their existing services but also expanded into other areas like investments, credit, and pensions.
The key challenge was creating an intuitive, all-in-one platform that users, whether individuals or business owners could rely on for managing their financial needs with ease.
02
Solution
To address this challenge, we built an experience that catered to the diverse needs of both individual users and business owners, while keeping the interface simple and intuitive. Here’s how we approached the redesign:
1. Component Library: We created a comprehensive component library to ensure a consistent design across both mobile and web apps. This allowed the product team to build new features quickly without compromising the user experience.
2. High-Fidelity Designs: Our design focused on clarity and simplicity. We streamlined the user interface, making it easy for users to navigate through various financial products—from savings plans to insurance options—without feeling overwhelmed.
3. Usability Testing: Testing was a critical part of the process. We conducted extensive usability tests to ensure that the platform was intuitive for all users, including those less familiar with digital financial tools. Feedback from these tests allowed us to refine key aspects of the design and improve overall user satisfaction.
04
The Process
We started by gathering insights through interviews with potential users. It was clear that many users wanted more tailored financial products and advice, as well as access to tools like savings plans, investment programs, and insurance options, all within a single platform. To better understand the challenge we're seeking to solve, we focused on tangential solutions that solve real world problems rather than product solutions. This method assisted us in defining our KPIs as user goals rather than business goals. The success of the business was inextricably linked to the success of the user because of this asymmetrical approach. We were able to create solutions that will resonate the most with the user by focusing on their success
From there, we focused on designing a user-friendly platform that balanced financial literacy with functionality. One of the main goals was to ensure that users could easily find the financial tools they needed without being overwhelmed by too many options.
We approached the design in several phases:
Interview Insights
We scheduled 38 participants for teams, zoom, and Google meet calls to discuss difficulties and ideas related to the following objectives: Who the clients are, What they require, Why and how they now execute financial and banking operations. What are people's reactions to the concept?
We learned that users needed specific savings alternatives, investment programs, and financial guidance. They also wanted security solutions that were both effective and easy to use.Design Decisions
Based on these insights, we designed a clutter-free home page that allowed users to quickly browse and access financial products. We integrated features like personalized product recommendations based on user cash flow and goals.Educating Users
Since insurance and pensions are often viewed as complex IN nigeria, we made education a priority. Tooltips and tutorials were embedded within the platform, and we introduced the Tangerine Hub, an extensive library of articles that offered users valuable insights into managing their finances.
05
Outcome
The redesign of Tangerine brought some real improvements both in how users interacted with the app and in overall business outcomes. Users could now manage everything, from banking to investing, all within a single platform, making financial management much more streamlined.
This project provided an excellent opportunity to learn about designing for demographics experiencing their first wave of digital disruption in the finance business. It's fascinating because it encourages people to take their financial lives seriously by centralizing their management. From a product standpoint, we decided to concentrate on resolving this problem by creating a feed that recommends products to clients based on their tastes.
06
Conclusion
Tangerine successfully transformed from a traditional financial services provider to a modern, digital-first platform. By focusing on user needs and creating a seamless experience across both mobile and web apps, we were able to make financial management more accessible and less daunting.
The integration of educational tools and personalized financial recommendations also played a key role in driving user engagement and satisfaction.