Softcom
Revamping a suite of products to improve awareness and user retention.
INDUSTRY
Product and software
COMPANY SIZE
100 – 200 employees
The company
Softcom is a product company with a vision to support individuals, businesses, and organizations in their quest for growth and impact using technology.
Over the years, Softcom directed attention to providing solutions to Africa’s major challenges: exclusion, fragmentation and stagnation.
Starting with Nigeria, this decision led to the creation of a suite of products for individuals and businesses across various sectors to improve how people bank, seek knowledge and exchange value amongst themselves.
èkónovo
SOFTCOM’S HEAD OFFICE, LAGOS, NIGERIA.
N 6° 34'
12
E 3° 21'
10
MY ROLE AND DIRECT CONTRIBUTION
Product Design Lead.
User Research
Brand Ecosystem
Product Strategy
Competitor Analysis
Web Design
UIX Design
**Softcom line of products prior to 2020.
We understand the role of youths toward growth and positive change in a society. In 2020 however, Softcom noticed a generally low product adoption pattern amongst young creators and entrepreneurs.
The challenge
The product and engineering teams were soon challenged by the stakeholders to use the ample time from the pandemic to invest in more user research and product rediscovery.
We believe by revalidating our hypothesis, our suite of products can improve and position better for greater impact and adoption by the youth demographic. Since the company itself had its logo revamped during this period, the product and brand teams were tasked to also collaborate and create new identities for products that require a facelift.
Through ux and design, the product design team is expected to revamp websites, apps and web prototypes such that they are delightful, functional and rich in components mined from a cohesive library.
The process
For each of our focus areas (exclusion, fragmentation, and stagnation), we divided into sub teams and shared a common research objective.
We formed triads of Engineers, PMs and Designers and conducted multiple sprints over a period of 16 months.
Our goal was to get closer to humans and learn about how they carry out their daily jobs (their process), the pain points and what changes they desire to see digital products bring to their respective fields.
Research
and design
OFFICIAL PROTOTYPING TOOL, FIGMA.
Our research methods were initially limited to remote interviews at the crux of the COVID lockdown. Subsequently, we were able to engage in more contextual enquiries.
About 20 participants were recruited per product, we aimed to improve 4 products with this rediscovery exercise. User interviews were conducted via Zoom and Google Meet.
The team gathered interview insights using Notion and Google Doc. We used Miro to synthesise our data, define personas, user stories and information architecture.
SCROLL
DOWN
SURVEY AND DATA COLLECTION
"The process of distributing questionnaires in a rural setting makes field work quite cumbersome.”
Frustration
Having to seek permit to collect sensitive data. Manually gathering data is time-consuming. Network connectivity issues. Onboarding field agents over again.
Needs
Jeff needs a user-friendly survey tool with no training needed. Data collection tool with location or real-time tracking.
Age
26 YRS
Location
LAGOS
RETAIL AND SALES
"Terminal to process
payment doesn’t accept all cards.”
Frustration
Cash reconciliation and bank transfer issues. Terminals often trip off. No detailed reporting system to capture taxes and service charge.
Needs
Ana’s goal will be to have good report of transactions visible to only her and not her sales attendants. A way to quickly synchronise cash transactions.
Age
28 YRS
Location
LAGOS
Insights
PRODUCT NAME
Eyowo
PROBLEM CATEGORY
Exclusion
18
%
Users need a physical debit card.
Key motivators
- Flexible savings and budget control.
- To save money at the best interest rate possible.
- Users between the age of 18 and 24 would rather bank with a vibrant brand.
- Financial guidance and education to be provided in-app.
- Need to create multiple business account per business or branch.
PRODUCT NAME
Kwiksell
INDUSTRY
Retail
PRODUCT CATEGORY
Fragmentation
42
%
Users needing instant settlement.
Key motivators
- Robust and improved inventory management system.
- Transactions and cash flow visible to store manager only.
- To view a high level stock and transaction report.
- Need to customise store landing page and generate payment links.
- Ability to split credit transaction on the system.
Research made us
understand the
{importance} of
human language.
From product names to how we write copy, we discovered our approach was a bit too technical. Unfulfilled A/B tests show our users struggled to understand what some of our products or features stand for.
As a result, rebranding some of our products became top of mind.
Our sales and inventory app,
Eyowo Retail
Rebranded to
Kwiksell
Survey and data collection tool,
Databeaver
Rebranded to
Useforms
Identity and access control tool,
Pass-ID
Rebranded to
Usepass
Agile and
cross-platform
development
After establishing a solid baseline, our user-centric research and cross-team collaboration enabled us validate our hypothesis and deliver new and improved solutions.
EYOWO
Improved mobile app, web app and landing pages.
To further solve for exclusion within the financial space, we delivered a better bank.
KWIKSELL
Redesigned website, mobile and web app.
USEFORMS & USEPASS
Optimizing customer surveys and feedback collection.
A convenient way to create and share event tickets or digital IDs.
The company
Exactly where lorem ipsum meets ambitious amet.
website
**Wireframes of early ideas.
Did someone say
{Iconography}
We identified a color space and developed line icons such that they are recognizable by the niche industries we serve.
Retail
Event
Product
Food
Team credit
Temidayo Oluwaniyi (Design), Assurance Uwangue (Design), Rahman Are (Dev), Ibinye Jamaica (PM), Goodnews Ofoegbu (Engr), Jeremiah Righteous (Design), Raheemat Atata (Design), Anisat Yunusa (Dev), Ezekiel Adeyinka (PM), Joshua Oluikpe (Engr), Thelma Dike (Design), David Ogaga (Design), Azeezat Mustapha (Dev), Busayo Omotosho (PM), Lucky Amadi (Engr), Chike Ononye (Design), Emeka Iheonye (Design), Motunrayo Dacosta (Dev), Ogonna Ikeh (PM), Patrick Ikoi (Engr), Ope Adeyemi (VP, Products), David Oyawoye (Brand and comms), Adeniyi Fagbemi (Brand and comms), Nimide Fala (Marketing & Growth), Tolulope Omoyeni (Brand and comms), Odula Ann (Brand marketing), Oreoluwa Sofola (Creative), Victor Adewale (Photography).
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