Designing a Mobile Wallet in South Africa and Nigeria

Design and marketing strategy of mobile wallet for small and medium size enterprises.

PayU. April 14- June 15. South Africa and Nigeria.

Small business owner. Nigeria.

Small business owner. Nigeria.

Challenge and outcome

A mobile wallet that allowed SMEs make business and day-to- day payments. The wallet aimed at tapping into the transition from cash to mobile payments.

This project was driven by a deep understanding of the African mindset around cash payments and the increasing transition to mobile payments for some key services.

The outcome was the design and launch of a mobile wallet that catered for SMEs’ payment needs and middle men in Nigeria who made payments on their behalf.

 
South African entrepreneur adopting mobile payments.

South African entrepreneur adopting mobile payments.

Approach

Participant observation of SMEs owners’ payment ecosystem

In this project I was responsible for directly organising the logistics behind the fieldwork with a total of 45 interviewees in South Africa and Nigeria.

The sample included SMEs and cash payers. The challenge of the brief was to find people willing to conduct participant observation and disclose their spending patterns.

I managed this successfully by immersing myself into their environments, which included their workplaces, markets, shops where they could send money via mobile payments and the shops they owned.

In this process I worked closely with the CEO and the product owner to ensure the insights informed the design of the mobile wallet and I helped identify which groups of customers to target.

My deliverables included:

+ Ecosystem map of payment methods,

+ Payment journey,

+ Insights summary and

+ Personas

Potential mobile payment adopters included sellers at the market and informal workers.

Potential mobile payment adopters included sellers at the market and informal workers.

Results

The successful launch and uptake of the mobile wallet in South Africa and Nigeria. E-commerce is making steady progress in South Africa with projected growth to over $4M by 2018, at a 15% rate through 2021. This poses a great opportunity for the adoption of cashless payments in South Africa.

Satellite TV shop owner and potential mobile wallet client

Satellite TV shop owner and potential mobile wallet client