The Ask
Safaricom PLC in partnership with Vodafone seeks to create a new digital experience for all Safaricom channels that would entrench a digital lifestyle for its customers.In order to do this the Safaricom team has developed a new prototype for the My Safaricom App that targets both prepaid and postpaid users. This prototype required testing the level of acceptance and usability with customers before the development and commercial release of the Minimum Viable Product (MVP) of the App.
Safaricom contracted Made By People, a Human Centred Design Firm based in Nairobi, to lead the user experience research on the current MySafaricom App, user research on USSD Usage, and also to do a usability test of the new prototype of the MySafarcom App. This is with the aim of delivering an intuitive user interface, identifying segmented journeys to drive a consistent digital experience, increasing App transactions vs USSD transactions, and increasing App revenues.
The Observation
User research and usability testing are crucial for your product, not only to create usable products but also to inform your marketing strategies. The redesign of the MySafaricom App showcases the effectiveness of user-centered design and agile development methodologies in creating digital products that cater to user needs and drive business success. By emphasizing usability, functionality, and engagement, MADE by People helped Safaricom transform their app into a more intuitive and valuable tool for their customersThe Process
User Research:
The team conducted extensive user research to understand the needs, preferences, and pain points of MySafaricom App users. Methods included surveys, interviews, and usability testing sessions to gather qualitative and quantitative data.
Ideation and Prototyping:
Based on the insights from user research, the team engaged in brainstorming sessions to generate innovative ideas for improving the app. Low-fidelity prototypes were created and tested with users to gather feedback and refine the designs.
Design Sprints:
The team utilized design sprints to rapidly develop and test new features and design improvements. Each sprint focused on a specific aspect of the app, allowing for quick iterations and user validation.
Development and Testing:
High-fidelity prototypes were developed and subjected to rigorous testing to ensure they met user needs and expectations. Continuous feedback loops were established to refine the app further before launch.
Results
The MySafaricom App redesign process yielded several significant improvements:
- Streamlined Interface: The app’s interface was redesigned to be more intuitive, reducing the number of steps required to complete common tasks. This simplification enhanced the overall user experience.
- Enhanced Features:New features were added, and existing ones were improved based on user feedback. Notable enhancements included better navigation, personalized recommendations, and more robust account management options.
- Increased User Engagement: The redesigned app saw a significant increase in user engagement. Users reported higher satisfaction levels, citing the app’s improved ease of use and functionality.
- Higher Adoption Rates: The enhanced user experience and functionality led to an increase in app downloads and regular usage, contributing to Safaricom’s goal of driving digital adoption among its customer base.
The Outcome
The MySafaricom App redesign project achieved several key outcomes:
- User-Centric Design: The redesign process emphasized user needs and preferences, resulting in a product that better serves its users and enhances their overall experience.
- Agile Development: The use of design sprints and continuous feedback loops allowed for rapid development and iteration, ensuring that the app could quickly adapt to user needs and market changes.
- Business Impact: The improved app contributed to Safaricom’s business objectives by increasing user engagement and adoption, ultimately supporting the company’s digital transformation goals.
- Positive Feedback: Users provided positive feedback on the redesigned app, highlighting its improved usability and functionality. This feedback validated the design and development efforts, reinforcing the importance of a user-centric approach.
As the digital landscape continues to evolve, the MySafaricom App redesign serves as a case study in the importance of continuous improvement and user feedback in creating products that resonate with users and achieve strategic business objectives. At MADE by People, we are committed to partnering with organizations like Safaricom to deliver innovative and impactful digital solutions.