End user who uses app on their own
- Ahmed-Tijani Umar (Unlicensed)
Analytics
User Persona: Omolola Tinubu
Basic Details
Name: Omolola Tinubu
Gender: Female
Religion: Muslim
Age: 32
Occupation: Tailor
Monthly Income: 100k - 300k NGN
Education: HND
Device: Android (Techno)
Family Size: Divorced mother with 2 school-age children
Location: Illorin, Kwara State
Financial & Tech Insights
Financial Literacy: Low (3.4/10)
Tech Savvy: Low (4/10)
Usage: Regular (6.6/10)
Other financial products used
Ajo (cooperative micro savings)
Other apps
Opay
Palmpay
Financial Goals and Motivations
She prefers seeing her money offline, trusting cash over digital banking.
Send her children to school
Manage food and rent (concern about financial hardship, "sapa")
Aspires to become a big time designer like (Vicky James, Mai Atafo)
Expand her shop
She loves saving money with Ajo
She doesn't like the fact that she can't withdraw the money instantly
Barriers preventing her from reaching goals
Limited funds and a struggling economy
Poor internet access
Location and accessibility to services
Moniepoint Experience
Her routine involves frequent interactions with Moniepoint, but technical difficulties increase her frustration.
Services Used: Payments, POS
Usage: Daily
Daily Routine:
Getting her kids ready for school
Withdrawing money for daily expenses
Buying data for internet
Collecting money for Moniepoint services from customers
Visits the market, makes payments for food items
Frustrations:
Network issues during transfers
KYC (Know Your Customer) issues
Account limits and difficulties with KYC upgrades
Struggles with reaching customer support
Unaware she can directly buy data; instead, she buys airtime first and converts it to data
Emotional Spectrum
Happy: When she has no issues with the app
Worry: When she opens her account and sees a restriction
Anger/Frustration: When transfers fail or network issues occur
Relief: When transfers go through smoothly
Their Context
Living Situation: Single mother residing in the suburbs
Social Barriers: Faces stigma as a woman and a single mother
Interests & Lifestyle
Hobbies: Watching movies, attending weddings
Decision Drivers: Family members, industry peers, and social media
Trust and decision making
Values & Beliefs
Religion and community influence her decision-making heavily.
Trust in Moniepoint
While she trusts the Moniepoint brand, she doesn’t fully rely on it.
She feels similar brands are faster than Moniepoint and offer more tailored services.
Key Points From User Persona
Financial Priorities: Sending kids to school, affording rent, becoming a successful designer, and expanding her shop.
Barriers: Funds, economic difficulties, location, and internet access challenges.
Concerns: Uncertainty around the safety of her money
What We Learned: She trusts Moniepoint but feels other brands are faster and offer better services.
Key area Improvement: Make it easier and more straightforward for users like Omolola to buy airtime and data directly.