This project highlights my significant contributions to the Afriex mobile app, a platform used by thousands of users worldwide. My work spans two major areas: enhancing the visual design for Afriex’s app store presence and creating engaging illustrations for in-app usage.
Design Approach
During my 2+ years as the brand and marketing designer at Afriex, I have contributed to the company’s growth and the consistency of our app’s online presence. The challenge has always been to keep the Afriex app's online presence visually appealing, leading to continual redesigns of our app store images. These images play a crucial role in communicating the app’s benefits and the value it offers to users.
To effectively do this, I collaborated closely with my marketing team members to produce a video that showcased the best of Afriex and highlighted the countries where our services were available. We also continuously improved the app store screenshots to maintain freshness and user appeal. The latest iteration achieved a balance between displaying app screens and incorporating a human touch, making them more relatable and trustworthy for users. These efforts, combined with improvements to the app and services, resulted in a significant boost in app store ratings, jumping from 3.8 to 4.6 between 2022 and 2024.
Beyond the app stores, I have also played a pivotal role in improving the Afriex app’s visual experience. One of my key contributions was developing an onboarding splash screen to delight new users. This onboarding sequence featured images of six individuals from different racial backgrounds, enhancing the app’s inclusivity to reflect the markets we serve. The images were carefully selected after extensive research, iterations, and testing. I also animated the entire flow, making it easier for our engineers to implement. This addition significantly boosted the app's visual appeal and user delight.
Furthermore, I created custom-illustrated icons for in-app use, improving clarity and ease of understanding. The consistent style unifies the user experience across the app, and customers have praised the improved information accessibility. I also designed an animated completion flow for the app, marking the successful completion of transactions or processes. This was the first animation introduced in the app, and it also significantly contributed to user happiness.
In addition to my work on the app and app stores, I developed a series of badges for Afriex’s referral program. This program rewards customers for referring friends and family, and the badges visually represent users’ status, earned points, and standings on the leader board, promoting program understanding and user engagement.
Impact
My contributions have led to several positive outcomes:
- Improved Aesthetic and Visual Appeal: Enhanced the overall look of the Afriex app.
- Stakeholder Satisfaction: Consistently met and exceeded stakeholder expectations.
- Clarity of Information: Improved user understanding through better visual communication.
- Customer Satisfaction and Delight: Increased user satisfaction and ease of app use.
- Improved Retention Rate: Achieved over a 70% retention rate.
- Enhanced App Store Ratings: Boosted ratings from 3.8 in 2022 to 4.6+ in 2024 on the Google Play Store and from 3.2 to 4.8 on the Apple App Store.
