Telling a story for a better alternative to remittance
Client
Symplifi
Services

Mobile app design

Web interface design

Creative direction

Web Development

Marketing strategy

tools

Figma

Webflow

DATE
May 2021

Stories are what give wings to great ideas. SympliFi started off as a great idea, a unique FinTech idea that would change how people in the diaspora care for loved ones back home. However, with poor storytelling and user experience, selling this genuine idea to users and investors became a change. 

I was charged with reinventing this idea and telling it the way it should be told - a solution engineered to bring ease and comfort to users. 


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Product
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Tools
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Client
Symplifi
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My Location
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Date
May 2021
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Old but gold
This project is tagged old but gold because it was done in the early stages of my design career and I made some rookie errors 😅  but it still has valuable insights

What’s a Rich Text element?

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How to customize formatting for each rich text

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Stories are what give wings to great ideas. SympliFi started off as a great idea, a unique FinTech idea that would change how people in the diaspora care for loved ones back home. However, with poor storytelling and user experience, selling this genuine idea to users and investors became a change. 

I was charged with reinventing this idea and telling it the way it should be told - a solution engineered to bring ease and comfort to users. 


Problem Statement

Being a new business model to the fintech space, customers struggled to understand what the product was about. Speaking with the Co-founder Maurice, he mentioned that the team ran a couple of focus groups with potential customers and they could not properly understand the product. Some thought it was a tool to transfer money faster to their loved ones back home, or  just another money lending platform, and to others, a get rich quick scheme.


Based on the customer interviews carried out, it was highlighted that the 3 major problems with the customers buying into the product are:

Customers failing to fully understand the advantages 

The existing digital platforms (web & mobile) where customers read about the product weren't clearly highlighting the benefit from using the product,lacked visual appeal and not enough content on the page to make the customers understand the product. 

Trust

" Is this a Ponzi scheme? " Customers were unsure about trusting the product.It's new to the market, difficult to understand, odd business model, what's there to trust?!

"Storytelling is the most powerful way to put ideas into the world today." --Robert McKee


Website not telling a great narrative 

We all love an intriguing story; with twists and turns, uncovering information as you go by. The product had the potential to keep customers captivated, but the story just needed to be told properly.


Who are the customers?

Business-wise the primary customers are diasporas who need to buy into the idea of being guarantors to loved ones who will need to get loans. 

The product also markets to borrowers (receivers of loans) who can apply to get loans by adding diasporas information they are related to.



Thought process 

Addressing the issue of storytelling, I created a pattern on how the story for the product will be told.

When running the focus group with potential customers, the biggest concern was trying to properly understand the benefits and differences between sending money back home and guaranteeing loans via SympliFi.

Right off the back, it made sense to quickly clear the air about the differences in the simplest way possible. Visually giving customers a view to easily juxtapose between sending money back home and Guaranteeing loans via SympliFi. 


Sell sell sell

It's always best to put your most attractive features upfront. So for the landing page, after we made clear what the product was about the next was to share why to use the product. I created a view where we highlighted the unique selling points of the product to customers. 


TRUST 

It's one thing to sell a product, it's another thing for customers to believe in the product. One of the ways to build customer trust is to create a human connection, tell a story they can relate to. So instead of the product selling itself, let existing customers sell it. I was intentional with the design to make the images take a good amount of real estate on the page so potential customers can see human faces and unconsciously create a connection with the existing customers and their stories.


Security and partners 

To reinforce trust on the landing page, I created a section right after the testimonials from customers and trust pilot to talk about the technology involved in securing transactions and the partners associated with Sympifi.


Other pages 

For other pages on the website, I followed a similar approach for storytelling, highlighting the values of getting a loan via Symplifi than the traditional asking for money. 

For the mobile app

Based on the new visual direction created for the website, I needed to reflect those changes on the mobile. Asides from aesthetics, the way data had to be displayed on the mobile needed an upgrade to improve customer's experience while navigating through it.

Moved on to develop the website on Webflow, and integrating the existing dev tools of the previous site. 



What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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Last updated Oct. 2021