Dart Africa
Client:
Duration:
Project Overview
During an interview for one of the applications I submitted, I was tasked with designing a simple, non-scrollable 16:9 landing page using one of four buyer personas provided by the recruiter.
Category
Services
Platform
Persona #1 - Faridat Hassan
Age: 25
Education: Bachelor's Degree
Status: Single
Location: Birmingham, England
Faridat is an international student on full scholarship in the Uk, studying for her master's degree. She works during her free hours at a marketing agency to raise enough money to make ends meet. Faridat has a sustainable income and wants to send some money to her mother in Cairo, Egypt but is worried about the available platforms and wants something faster. She is introduced by her friends to try cryptocurrency as a means to solve her problem, but she is reluctant to part with her hard-earned money. Faridat is likely to be interested in trying a variety of cryptocurrency platform that is secure and reliable for sending money to her mother.
Pain Points
Slow remittance infrastructure in her country.
Limited customer support
Security concerns
Core Needs
Persona #2 - Micheal Kenyatta
Age: 35
Education: Master's Degree
Status: Married
Location: Nairobi, Kenya
Micheal is a tech-savvy individual interested in staying up-to-date with the latest developments in the cryptocurrency market. He is a software developer and is comfortable with technology and online platforms. Micheal has a very high income and is willing to invest some of his earnings in cryptocurrency. He is based in Nairobi, a city known for its vibrant tech scene and high concentration of industries. Micheal is likely interested in various cryptocurrencies and is interested in using DartAfrica as a secure and reliable platform for buying and selling digital assets.
Pain Points
Worried about using or trying out new platforms and always looking out for reviews.
Lack of support for multiple popular trading pairs.
Limited payment options to purchase crypto.
Core Needs
Needs to always stay on top of crypto trends and news.
Safe and secure platform.
High risk high rewards cryptocurrency opportunities.
Wide range of product features like support for NFTs, DCA, staking.
Persona #3 - Kwame Mensah
Age: 22
Education: Bachelors Degree
Status: Single
Location: Takoradi, Ghana
Kwame is the owner of Akwaaba logistics - a mobile logistics platform. His company sends and receives products from all over the country and to neighboring countries like Nigeria. He has taken some significant losses due to the recent volatility of the world economy and the depreciation of the Cedis. After long deliberation and research, Kwame decided to save his money in Dollars by trading with Tether (USDT). He sees this as a safe haven and also as a payment method to his dispatchers from all over west Africa. Kwame is new to cryptocurrency but is also open to the concept and even plans to add it as a payment method for his services.
Pain Points
The volatility of the Fiat currency of his country.
Inability to easily and directly buy reserve currencies like the USD.
On-time transactions and bank delays, causing him to lose money.
Core Needs
Ability to easily trade in stablecoins.
Alternative financial structure from traditional banking.
High speed of transactions.
Persona #4 - Thandiwe Mmeli
Age: 51
Education: PhD
Status: Divorced
Location: Lusaka, Zambia
Thandiwe is a widowed civil servant living in the suburbs of Lusaka, Zambia. She’s close to retirement and still sends money to her son, who is schooling in Johannesburg, South Africa. Despite her age, Thandiwe is well acquainted with using financial platforms as her son, Justin, educated her on it and how cryptocurrency works. Thandiwe currently goes to a friend she gives cash that helps her send money to her son using cryptocurrency. She also intends to save a portion of her pension in cryptocurrency to support her son when he graduates.
Pain Points
Lack of reliable infrastructure to send money to other neighboring countries.
Slow internet connection and poor network infrastructure
Overtly complex cryptocurrency platforms.
Core Needs
Cross-border financial services.
Easy to use platform with simplified versions. (Lite)
Excellent customer Support.
My Solution
Persona #2 was my choice
The decision to design for Michael stemmed from his tech-savvy background and his desire for a secure, reliable platform to buy and sell digital assets. As a software developer based in Nairobi, Michael is deeply engaged with the cryptocurrency market, yet he's cautious about new platforms, seeking reassurance through reviews and robust features.
To address his needs, my approach was twofold: captivate Michael’s attention with visually appealing, trustworthy design elements while ensuring ease of navigation throughout the non-scrollable page. Each component was carefully crafted to evoke confidence in the platform’s security and reliability, key factors for Michael’s decision-making.
Considering his core needs—staying informed on crypto trends, a safe environment, and diverse features—the following screens were developed to resonate with his expectations.
