Mission
To prioritize financial inclusion, bank the unbanked, and provide financial inclusivity for all.
Overview
In Nigerian cities, accessing financial services is more convenient in urban areas, while rural residents typically depend on traditional transaction methods. The data suggests a significant ratio of 1:2,500 people having access to banks and financial institutions. This is where the Grupp Business app decided to solve a problem.
Grupp Business is a digital and agency banking app that improves the delivery of financial services to end-users through agents and merchants. It manages multiple transaction volumes, including bill payments, withdrawals, and money transfers, and also facilitates loan access for customers.
Grupp’s business app tackles the challenges faced by local institutions in rural areas and offers a solution that brings essential financial services to these communities, thereby fostering financial inclusivity.
The Problem
Although the first iteration of the Grupp business app solved the problem of financial inclusivity for all, we noticed a critical problem with the solution: complex navigation and lengthy transaction processes.
Complex navigation increased the difficulty users experienced in finding needed options, and lengthy transaction times hindered users from completing financial tasks quickly. This led to a decline in overall user satisfaction, an increase in transaction abandonment, and heightened user irritation.
Goal
With this consideration in mind, the product team, with approval from the management team, opted for a redesign of the overall solution. The goal of the redesign was to:
- Enhance navigation and streamline transaction procedures through the delivery of a smoother UI and UX
- Simplify transaction processes and implement optimizations that significantly reduce the time users spend on financial tasks
- Position the Grupp Business app as a reliable and accessible platform for online financial services.
My Role
I was tasked with the responsibility of managing the UX overhaul project, during which I:
- Conducted extensive research to uncover pain points and identified two primary challenges: complex navigation and slow transaction processes for all types of transactions.
- Adopted an agile development approach, structuring our redesign initiatives into iterative sprints with the objectives of streamlining transactions and enhancing navigation.
- Managed cross-functional team collaboration, ensuring seamless interaction between our development, design, and testing teams.
- Employed lean UX concept and crafted a Minimum Viable Product (MVP) that targeted the most important issues to be solved.
- Conducted usability testing with real users and provided invaluable first-hand insights that guided subsequent iterations.
- Employed analytics and A/B testing by closely monitoring key success metrics throughout the process, leading to an overall reduction in transaction time and increased customer satisfaction.
As we progressed, I ensured that we maintained open communication and regularly engaged in feedback sessions. These continuous feedback loops enabled us to consistently enhance and adapt our product in response to the needs of our users and our business objectives.