Jollof+

The problem

During our research we identified four primary problems with the digital saving culture in Nigeria.

How might we help Nigerians save money in a way that feels safe, easy and made for their everyday lives?

Research and discovery

Before sketching a single screen, we needed to understand how Nigerians actually think about saving money, especially those with irregular incomes.

• User interviews with 20+ people across Lagos, Abuja and Ibadan, covering traders, gig workers and salaried employees.
• A competitive audit of savings apps including PiggyVest, Cowrywise and Kuda, to understand patterns, friction points and trust signals.
• Two core user journeys: a first-time saver, and a returning user managing several savings goals.
• Stakeholder workshops with the Baobab team to align on business constraints, compliance requirements and interest rate positioning.

This insight shaped every design decision that followed, from the onboarding flow to the way we displayed interest rates.

The solution

We didn't set out to build just another savings app. We wanted to create something that felt trustworthy, flexible and truly Nigerian, built for the way people actually live and earn.

01

Trust first

We led the onboarding with Baobab's NDIC insurance badge, CBN licensing details and a plain-language explanation of how funds are protected. By addressing trust before asking for a single naira, we reduced drop-off at the most critical stage of the funnel.

02

Real value, upfront

Interest rates were displayed prominently on the home screen, not buried in a product details page. Large, high-contrast typography made the returns feel real and tangible, giving users an immediate answer to "what's in it for me?"

03

Built for irregular incomes

Rather than enforcing fixed monthly contributions, we designed a flexible model that lets users save any amount, at any time. The goal-setting flow uses a target amount instead of a monthly figure, which resonated far better with traders and freelancers.

04

Simple, encouraging design

We kept the interface clean and easy, with big buttons and one clear action at a time. Progress bars filled up as people saved, and milestones were celebrated with thoughtful messages like "You're doing well!" Nothing flashy.

The results

This wasn't just about launching an app. It was about proving that design, done right, can drive real change.

• 15,500+Users downloaded the app
• ₦1.4BSaved within 64 days of launch
• 95%Usability success rate on core tasks
• 12 weeksTo MVP

Featured in Nairametrics, TechCabal and BusinessDay.

Designing for both sides

While the user-facing app was my primary focus, I also owned the design of the internal admin dashboard used daily by Baobab's operations team.

The team needed to monitor savings activity in real time, manage accounts, approve withdrawals and track interest disbursements, all without a dedicated engineering resource for bespoke tooling. I designed a clean, role-based dashboard with four core modules:

• Account management: view, verify and flag accounts, with full KYC status visibility.
• Savings overview: a real-time breakdown of active plans, total funds under management and plan types.
• Interest disbursement: a queue for reviewing and approving scheduled payouts, with audit logs.
• Reporting: exportable summaries for weekly ops reviews and regulatory reporting.

The guiding principle was the same as the consumer app: reduce cognitive load. Every screen answered one clear question, so the team could act quickly and confidently.

Challenges, and what I'd do differently

Every project has its friction, and Jollof+ was no different.

1. 01

   Timeline pressure

   Delivering a production-ready MVP in 12 weeks meant hard calls on scope. A referral programme and a savings streak tracker were deprioritised to protect launch quality. I'd have pushed earlier for a phased roadmap to set clearer expectations from the start.

2. 02

   Accessibility gaps

   I'd invest more time in low-vision and screen-reader testing. Our usability sessions focused on task completion, but didn't include people using assistive technology, a gap I want to close in future fintech work.