/
End user who uses app on their own

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.