Product Rebrand Website
A product rebranding website for the Tingg brand that uses colour and design to communicate to Consumers, Businesses and Developers
Cellulant is the gateway to online and mobile payments in Africa. With operations in over 11 countries, Cellulant is a leading Pan-African digital payments service provider that offers numerous products and services to businesses, banks, and end consumers.
Currently, Cellulant interacts with its consumers through various channels and brand names which are not completely connected leading to loss of value. Since both Cellulant's consumer-facing products, Mula and Tingg, offered similar propositions to customers and businesses, a decision was made to converge the two products into a single brand that can scale across Africa. This new brand would maintain the name Tingg.
I worked remotely in a team of 3 on this one week assignment to design an informational website for the new Tingg brand. Our goal, as instructed by our direct manager, was to “design a 5-page website that represents the Tingg brand and uses colour and design to communicate to our Consumers, Businesses and Developers” .
The process to complete the project was a 4 step one:
Understanding the Product: Research
Understanding the product, i.e. the Tingg brand, was a crucial first step in knowing how to design a website that highlights its features and benefits to different audience groups. The key points we sought to understand in this phase therefore included:
History of the brand and reason behind the rebranding
The Tingg product offerings
The Tingg user groups (i.e. Customers, Businesses and Developers) and the demographics within the different user groups
The unique product/service features that were most important for each user group
The general message which the organisation is trying to pass to its users
We conducted 2 forms of research in order to find out this information
This was mostly obtained from already compiled Cellulant data which was shared upon request.
obtained from internet searches to supplement data from the primary research. This involved looking at existing customer reviews from platforms like Google Playstore.
Brand History: Prior to the new Tingg brand, Cellulant had 2 main consumer brands, mula and tingg, that offered similar propositions in various markets
Tingg Product Offerings: The USP of Tingg varies from country to country.
Some customer reviews on Playstore indicated that customers were more comfortable with the older version of the product, mula and showed doubts about the new product
Our design choices were heavily influenced by our research findings and the Tingg brand guide. The sub phases included in ideation were:
Website Requirements: based on research findings
Website structure design: site map & content mapping
Key UI Design Choices
WEBSITE REQUIREMENTS: BASED ON RESEARCH FINDINGS
Our research findings led to the creation of the following website requirements:
The website should highlight the key advantages and added features of the new product
Justification: The rebrand was not just to merge existing features of the different products, but to include extra offerings to the wider target market.
The website should have geo-specific pages where features of Tingg can be localized
Justification: The USP of TIngg offerings varies from country to country
The website should incorporate testimonials to communicate the benefits of the product rebrand to the various user groups in a “personalized” way.
Justification: Some customer reviews on Playstore indicated that customers wanted the app reverted back to “mula”. According to Nir Eyal, humans are likely to believe something works when other people like them tell them so
The website language must be fun and lively to appeal to the target market demographic
WEBSITE STRUCTURE DESIGN: SITE MAP & CONTENT MAPPING
The structure for the website was decided after carefully examining the brief, the data available and best practice for user experience and interface design. We began with a brainstorm of both the site map and content map as seen below.
The next step was to finalize the site map that would be used to build the various pages.
Following the creation of the structure design, the team proceeded to create mappings for the content for each one of those pages. The mappings are described in the diagram below.