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Persona | Core journey | Rationale |
|---|---|---|
Keneth Kenneth Etuk | Create Flexible Savings. | This is an important flow for user to be able to save, without this flow user cannot save or earn interest. |
Inemesit udo | Create Locked Savings. | This is an important flow for user to be able to save, without this flow user cannot save or earn interest. |
Anthony | Create Fixed Savings. | This is an important flow for user to be able to save, without this flow user cannot save or earn interest. |
Hussein | Top-up Savings. | This is an important flow for user to be able to boost their savings goals and interest earnings. |
Vincent | Withdraw from Savings. | This is an important flow for user to be able to transfer funds from their savings. |
Taiwo | Withdraw from Savings. | This is an important flow for user to be able to transfer funds from their savings. |
Abubakar | Manage Savings. | This is an important flow for user to be able to adjust, and optimize their savings and goals for effective financial planning. |
Favour | Cancel Savings. | This is an important flow for user to be able to close their savings and access remaining funds. |
Adesina | Break Savings. | This is an important flow for user to be able to withdraw from locked savings before maturity, often incurring a penalty. |
Maryam | Rollover Savings. | This is an important flow for user to be able to transfer funds from a maturing account to a new one. |
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Core journey | Tasks |
|---|---|
Create flexible savings | A user with interest of creating a flexible savings plan, has to navigate to savings sections, select a flexible savings, Enter details of savings, review terms and condition and then create plan. |
Create locked savings | A user with interest of creating a locked savings plan, has to navigate to savings sections, select a locked savings, Enter details of savings, review terms and condition and then create plan. |
Create fixed savings | A user with interest of creating a fixed savings plan, has to navigate to savings sections, select a fixed savings, Enter details of savings, review terms and condition and then create plan. |
Topup savings | A user with interest of toping up a savings plan, has to navigate to savings sections, select savings plan, click on topup and enter amount, enter transaction pin and confirm. |
Withdraw from savings | A user with interest of withdrawing from a savings plan, has to navigate to savings sections, select savings plan, click on withdraw and enter amount, enter transaction pin and confirm. |
Manage savings | A user with interest of adjusting a savings plan, has to navigate to savings sections, select savings plan, click on manage and update plan and confirm. |
Rollover savings | A user with interest of rolling over their savings has to navigate to the saving section, select savings plan, clicks on continue saving, selects partial or full rollover, updates target date and target amount and updates plan, then confirm. |
Cancel flexible savings | A user with interest of cancelling a flexible savings plan, has to navigate to savings sections, select savings plan, click on the kebab menu, click on cancel flexible plan, enter transaction pin and confirm. |
Break Savings | A user with interest of breaking a savings plan, has to navigate to savings sections, select savings plan, click on the kebab menu, click on break savings, select reason of breakage, enter transaction pin and confirm. |
Create SAYT | A user with interest of creating a save as you transact savings plan, has to navigate to savings sections, select SAYT savings, Enter details of savings, review terms and condition and then create plan. |
Withdraw from SAYT | A user with interest of withdrawing from SAYT plan, has to navigate to savings sections, select savings plan, click on withdraw, enter transaction pin and confirm. |
Manage SAYT | A user with interest of adjusting a SAYT plan, has to navigate to savings sections, select savings plan, click on settings button, update plan and confirm. |
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Number of participants |
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|---|---|
Demographics |
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Selection criteria |
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Participant profiles
| Note |
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Delete this info panel, this is only for guidance. If applicable (otherwise delete section), provide a few short participant profiles to offer context - see examples below. |
Participant A | Chinedu | |
|---|---|---|
Age | 35 | |
Occupation | SME owner (fashion retail) Participant A | Kenneth |
Age | 39 | |
Occupation | QA Ananlyst, Akwa Ibom | |
Tech savviness | ModerateExperienced | |
Fintech usage | Uses mobile banking apps (GTBank, Access Bank) for daily transactions and a POS terminal for customer payments. Prefers platforms that offer quick, reliable transfers and clear transaction histories. | |
Primary devices | Android phone (Tecno Camon 16) | |
Key insights | Chinedu heavily relies on his POS terminal for business operations and uses fintech apps to track transactions. He is often frustrated by network downtime with POS systems and values transparency in fees. Easy-to-read transaction reports and the ability to quickly reconcile daily sales are critical for his business. |
Participant B
Halima
Age
27
Occupation
Key insights | Kenneth is a QA analyst, uses gtbank to save earnings on a monthly basis, saves foe emergencies, kids school fees and towards buying a landed property. |
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Participant B | Maryam |
|---|---|
Age | 25, Abuja |
Occupation | Trader (Manages mums business) |
Tech savviness | Low |
Fintech usage | Uses mobile money apps like OPay and PalmPay for personal savings, transfers, and accepting payments from customers. Not particularly tech-savvy, but uses these services due to their ease of access and lower transaction fees compared to traditional banks. |
Primary devices | Android phone (Infinix Hot 10) |
Key insights | Halima needs simple, straightforward fintech solutions with minimal steps to complete transactions. She values reliability, especially when receiving payments from customers. She finds features like SMS confirmations and immediate access to funds critical for trust in the service. |
Participant C
Tunde
Age
40
Occupation
MTN, Zenith and Gtbank | |
Primary devices | Iphone |
|---|---|
Key insights | Maryam keeps part of her earnings in Zenith bank and only uses when an urgency arises. She shows interest in savings with any company that offers good interest rate. |
Participant C | Anthony |
|---|---|
Age | 28, Lagos |
Occupation | Student/works for Uncle |
Tech savviness | High |
Fintech usage | Uses digital banking platforms and business fintech solutions for managing payroll, supplier payments, and invoicing. Regularly interacts with multiple banking platforms for business transactions. Primarily uses personal banking apps like Gtbank for saving, budgeting, and personal transfers. Also utilises fintech apps like Opay for peer-to-peer transfers and mobile payments. |
Primary devices | Windows laptop, iPhone 13 |
Key insights | Tunde requires fintech solutions that streamline business transactions and offer integration with accounting software. He values features like automated invoicing, bulk payments, and detailed reporting, but he finds it frustrating when banking platforms lack API integrations with their business software. Efficiency and robust security features are critical for business operations. |
Participant D
Amaka
Age
22
Occupation
Anthony uses inventory system in supermarket he works to efficiently track, manage, and control stock levels, ensuring that products are available for customers while minimizing overstock and reducing losses due to spoilage, theft, or mismanagements. User also saves part of salary with his uncle. |
Participant D | Hussien |
|---|---|
Age | 29 |
Occupation | Graphic Designer, Lagos |
Tech savviness | High |
Fintech usage | Primarily uses personal banking apps like Kuda and ALAT for Gtbank saving, budgeting, and personal transfers. Also utilises fintech apps for peer-to-peer transfers and mobile payments. |
Primary devices | Android phone (Samsung A32) |
Key insights | Amaka prefers fintech apps that offer budgeting tools and savings features. She values gamification and rewards systems, such as cashbacks and referral bonuses, to increase engagement. Her main frustration comes from long transaction processing times or unexpected app downtimes. Security and user-friendly onboarding are important factors for her trust in the app. |
Participant D
Babatunde
Age
50
Occupation
He diligently saves 30-40% of his salary monthly, locking money away for long-term goals like house rent, internet, and airtime for the year, while also participating in a monthly and weekly "Ajo" contribution, where he prefers to be the last to receive funds, invests in his mother's business with no interest, leaves a portion of his salary for emergencies, and is interested in low-risk investments and the Nigerian stock market, as well as FX if the market stabilizes. |
Participant E | Hafsat |
|---|---|
Age | 24, Abuja |
Occupation | Student/Works |
Tech savviness | Moderate |
Fintech usage | Relies heavily on mobile money apps like Paga and Moniepoint to run his POS business, facilitating cash withdrawals, deposits, and transfers for customers. He also uses traditional banking apps for reconciling the daily balance. Primarily uses personal banking apps like Zenith saving, budgeting, and personal transfers. |
Primary devices | Android phone (Itel A56) |
Key insights | Babatunde’s biggest concern is the reliability of the fintech app or platform, especially in high-traffic areas. He prefers platforms with low transaction failure rates and quick settlement times. Instant customer support is crucial when POS systems encounter issues, and he values platforms with lower transaction fees. |
Recruitment process
| Note |
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Delete this info panel, this is only for guidance.
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...
She participated in a year-long contribution with 12 fellow corpers to buy a phone, faced payment delays, doesn’t invest or save in FX, borrows from friends and repays fully, works a salaried job, saves part of her salary in Jaiz Bank (restricted for discipline), invests in gold, and her mother saves through AMANA for Salah; she’s interested in earning profit from savings. |
Participant F | Michael |
|---|---|
Age | 38, Port-Harcourt |
Occupation | Banker |
Tech savviness | Moderate |
Fintech usage | Primarily uses personal banking apps like Gtbank saving, budgeting, and personal transfers. and utilizes fintech apps like carbon for savings. |
Primary devices | Android phone |
Key insights | The user works a salaried job, saves monthly on the Carbon app toward a house and for emergencies, liquidates savings for urgent needs, has a joint savings account with his wife at FirstBank for emergencies, but faces issues with Carbon's lack of account statement downloads and joint account options with interest. |
Recruitment process
For a savings product usability test, the recruitment process typically involved the following steps:
Defining User Profiles: We identified the target audience based on demographics such as age, income level, and familiarity with financial services, focusing on people who use or are likely to use savings products.
Criteria for Selection: Set specific inclusion criteria, such as experience with savings, digital literacy, and access to mobile or internet banking. Excluded participants who may have insider knowledge of savings product.
Sample Size: Recruited a balanced mix of users, typically 5–10 participants, ensuring diversity in age, tech-savviness, and geographic location within Nigeria.
Usability metrics and results
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Create flexible savings: Users are expected to complete this journey within 3 minutes.
Create locked savings: Users are expected to complete this journey within 3 minutes.
Create fixed savings: Users are expected to complete this journey within 2 minutes.
Break savings plan: Users are expected to complete this journey within 2 minutes.
Cancel savings plan: Users are expected to complete this journey within 2 minutes.
Top up savings: Users are expected to complete this journey within 2 minutes.
Withdraw from savings: Users are expected to complete this journey within 2 minutes.
Manage savings: Users are expected to complete this journey within 2 minutes.
Rollover savings: Users are expected to complete this journey within 2 minutes.
Create SAYT plan: Users are expected to complete this journey within 2 minutes.
Pause SAYT plan: Users are expected to complete this journey within 1 minutes.
Change SAYT withdrawal frequency: Users are expected to complete this journey within 1 minutes.
Withdraw from SAYT savings: Users are expected to complete this journey within 2 minutes.
Success rate
Personal savings
Create flexible 2 minutes.
Success rate
Personal savings
Create flexible savings: this journey is considered successful when customer is able to create the savings plan within 3 minutes with a success rate of 68% and above.
Create locked savings: this journey is considered successful when customer is able to create the savings plan within 3 minutes with a success rate is of 68% and above 68%.
Create locked fixed savings: this journey is considered successful when customer is able to create the savings plan within 2 minutes with a success rate is of 68% and above 68%.Create fixed
Break savings plan: this journey is considered successful when customer is able to break the savings plan within 2 minutes with a success rate is of 68% and above 68%.Break
Cancel savings plan: this journey is considered successful when customer is able to cancel the savings plan within 2 minutes with a success rate is of 68% and above 68%.Cancel
Top up savings plan: this journey is considered successful when customer is able to top-up the savings plan within 2 minutes with a success rate is of 68% and above 68%.Top up
Withdraw from savings: this journey is considered successful when success rate is above 68%Withdraw from customer is able to withdraw from the savings plan within 2 minutes with a success rate of 68% and above.
Manage savings: this journey is considered successful when customer is able to manage the savings plan within 2 minutes with a success rate is of 68% and above 68%.Manage
Rollover savings: this journey is considered successful when customer is able to rollover the savings plan within 2 minutes with a success rate is above 68%Rollover of 68% and above.
Business savings
Create flexible savings: this journey is considered successful when success rate is above 68%
Business savings
Create flexible when customer is able to create the savings plan within 3 minutes with a success rate of 68% and above.
Create locked savings: this journey is considered successful when customer is able to create the savings plan within 3 minutes with a success rate is of 68% and above 68%.
Create locked fixed savings: this journey is considered successful when customer is able to create the savings plan within 2 minutes with a success rate is of 68% and above 68%.Create fixed
Break savings plan: this journey is considered successful when success rate is above 68%Break when customer is able to break the savings plan within 2 minutes with a success rate of 68% and above.
Cancel savings plan: this journey is considered successful when customer is able to cancel the savings plan within 2 minutes with a success rate is of 68% and above 68%.Cancel
Top up savings plan: this journey is considered successful when customer is able to top-up the savings plan within 2 minutes with a success rate is of 68% and above 68%.Top up
Withdraw from savings: this journey is considered successful when success rate is above 68%Withdraw from savings: this journey is considered successful when success rate is above 68%customer is able to withdraw from the savings plan within 2 minutes with a success rate of 68% and above.
Manage savings: this journey is considered successful when customer is able to manage the savings plan within 2 minutes with a success rate is of 68% and above 68%.
Rollover savings: this journey is considered successful when customer is able to rollover the savings plan within 2 minutes with a success rate is of 68% and above 68%.
Create SAYT plan: this journey is considered successful when success rate is above 68%successful when customer is able to create the savings plan within 2 minutes with a success rate of 68% and above.
Pause SAYT plan: this journey is considered successful when customer is able to rollover the savings plan within 1 minute with a success rate is of 68% and above 68%.
Change SAYT withdrawal frequency: this journey is considered successful when customer is able to change withdrawal frequency of the savings plan within 1 minutes with a success rate is of 68% and above 68%.
Withdraw from SAYT savings: this journey is considered successful when customer is able to withdraw from the savings plan within 2 minutes with a success rate is of 68% and above 68%.
Results
Personal savings
Core journey | SUS score | Time on task | Success rate | Comments |
|---|---|---|---|---|
Rollover savings | 72 | 2m 57.4s | 83% | Journey seems easy to understand by users. |
Create fixed savings | 70.3 | 382m 56.5s | 71% | Result was skewed by a user that spent too much time answering SUS questionnaire. |
Create locked savings | 71.3 | 3m 25.1s | 60% | 40% of participant dropped off during prototype test |
Create flexible savings | 69.7 | 37m 20.8s | 60% | 33% of participant dropped off during prototype test |
Break savings plan | 70.7 | 5m 15.2s | 70% | The average time spent on the journey is a lot, a place to improve |
Cancel savings plan | 76.3 | 2m 45.3s | 60% | The low success rate may be attributed lots of drop-off at different points during the test. |
Top up savings | 78.5 | 1m 29.3s | 71% | flow was simple and straightforward based on feedback |
Withdraw from savings | 67.1 | 2m 39.8s | 88% | High success rate, but SUS score suggests journey can be improved |
Manage savings | 75.5 | 2m 7.3s | 83% | The high success rate and SUS score suggests journey was easy and straightforward for users to achieve their goals |
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