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.
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.
#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 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 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.
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
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.
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.
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.
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.
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.
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.
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.
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.
