Circles
Led the creative direction and project management for a Gen Z-native fintech app designed to modernize traditional group savings (Ajo). I oversaw the transition from concept to a high-fidelity MVP, ensuring the product remained "social-first" and entirely removed from the complexity of traditional banking
Project Overview
Digitizing Collective Finance for a New Generation
Circles was conceived to repackage the traditional West African "Ajo" culture into a playful, friction-less mobile experience for Gen Z and young millennials in Nigeria. As the lead on creative and project management, I defined the "non-finance" vibe—prioritizing bright colors, motion, and micro-interactions over technical jargon to ensure the app felt like "hanging out with friends" rather than doing bank work.
I managed the product roadmap for MVP1, narrowing the scope to two core functional pillars: Rotational Savings (Ajo) and Group Wallets for joint purchases. I architected the "Ultra-Simple" onboarding flow, which removed traditional barriers like KYC and email requirements in favor of a 60-second phone-verified entry to maximize user acquisition.
Year
2025
Branding
Mobile App Design
Final Result
A Trust-Driven, Social-First Savings Ecosystem
The final creative direction centered on transparency and community trust. I designed a system where every transaction, contribution, and payout is visible within a "Room," utilizing "Captain" and "Crew" roles to foster accountability. By integrating multiple funding sources—from open banking to direct transfers—we created a robust infrastructure that feels as simple as sending a text message.
This project successfully translated a complex cultural financial behavior into a scalable digital product. By focusing on "behavior change over financial complexity," we delivered a platform where users can save together, take turns collecting, or pool money for group purchases with zero friction and maximum social engagement.
