Provisioning Indicina to take on the African Lending Industry

Client

Indicina

Industry

Lending

Platforms

Web

Introducing Indicina

Access to credit in Africa is extremely limited. This creates a huge problem for businesses operating across the continent looking to take risks, scale operations or quite simply, launch. The lack of accessible retail banking infrastructure services are largely responsible for the credit inaccessibility and since 2019 Indicina has been building the infrastructure to unlock it.

Building the Indicina Brand

Working with the rest of the team, I carried out an extensive Brand Discovery excercise with the Indicina in order to determine how the brand existed today and where the proprietors were looking to take the brand looking into the future.

  • Defining the Indicina Unique Value proposition
  • Articulating the Company Vision & Mission
  • Determining the Demo/Psychographic
  • Determining the Personality of the Brand
  • Shortlisting Brand themes

Logomark Exploration: (Early Lo-Fi Sketches)

#1: Indicina in the Middle

#1 abstracts the comparison between the brain and the evolution of the neural network. Indicina as I stands in the middle, using the power of both systems to build a smart platform. On either side is connectivity paths and neurons (or nodes).

#2: Indicina: Sanity Side

#2 has Indicina on the positive 3D angle of bringing sanity to scattered data. Things are smooth on that right side of the Indicina "I", after applying AI to scattered and unordered data sets

#3: Indicina at the Base

#3 abstracts the idea of the relationship between data (science), deep/machine learning, and artificial intelligence. Indicina as an "eye" and the point of sunrise sits at the base, from where it orchestrates the powerful applications of this relationship.

Logomark Exploration: (Hi-Fi Designs)

Brand: Final

The reception of the fleshed out logo-marks from above were pretty divided when presented to the internal team at Indicina. A few people liked either option while others didnt like any. After much deliberation, we decided to go back to the drawing board, iterate and compose a mark that was befitting of the Indicina Mission. This was the result

Brand: Secondary Assets

Designing the Indicina Website

Information Architecture

The design of the Indicina website started with drawing up a rough information architecture based on the conversations that were had during the brand discovery stage. Putting together the information architecture entailed collecting, collating and grouping all the content that would go into the website. (This step was super important because it helps inform what layout approach to take with designing the website.

Wireframes

The design of the Indicina website started with drawing up a rough information architecture based on the conversations that were had during the brand discovery stage. Putting together the information architecture entailed collecting, collating and grouping all the content that would go into the website. (This step was super important because it helps inform what layout approach to take with designing the website.

Moodboard

The design of the Indicina website started with drawing up a rough information architecture based on the conversations that were had during the brand discovery stage. Putting together the information architecture entailed collecting, collating and grouping all the content that would go into the website. (This step was super important because it helps inform what layout approach to take with designing the website.

Assets and compositions

The design of the Indicina website started with drawing up a rough information architecture based on the conversations that were had during the brand discovery stage. Putting together the information architecture entailed collecting, collating and grouping all the content that would go into the website. (This step was super important because it helps inform what layout approach to take with designing the website.

Final Website

The design of the Indicina website started with drawing up a rough information architecture based on the conversations that were had during the brand discovery stage. Putting together the information architecture entailed collecting, collating and grouping all the content that would go into the website. (This step was super important because it helps inform what layout approach to take with designing the website.

Building the Indicina Design System

The newly revamped and completed brand identity  posed a great opportunity to create an early version of a design system that would support the internal indicina team in promptly creating mock ups, test user flows, iterate on feature sets and ultimately build faster.

Usage

With the comprehensive design system, Indicina went on to design and develop the "Originate" product that was used to serve their merchants and customers across the entire continent.

Some notable snapshots of how the design system was utilized, is captured below.

Results for Indicina

Using the entire suite of artifacts that was delivered to Indicina, the product team were able to design and build the new features and flows for the Originate app, which helped to grow the merchant base by over 70% and ultimately helped the company drive revenue upwards

Also, since delivering for Indicina, the company has raised over $500,000 in venture funding.

Testimonials

Testimonial Image

"Akolade and his team were an absolute delight to work with. He helped set the foundation for what the Indicina brand currently is whilst also helping create the brand guideline and design system. Collaborating with him was seamless and he was always available to make changes or respond to our enquiries when necessary. I wouldn’t recommend a better all round product designer"

Adebimpe Adebowale

UX Designer & Developer, Indicina
Send me an Email