Igbigi (formerly Middleman)

Igbigi is a comprehensive escrow platform designed to facilitate secure and transparent transactions between buyers and sellers. As the UI/UX Designer for this project, my goal was to create an intuitive, secure, and user-friendly experience that not only meets the functional needs of the users but also instills trust and confidence in the platform. This case study outlines the end-to-end design process, from discovery to testing, and highlights the key design decisions that shaped the final product.

The first phase of the project was to deeply understand the problem space, the target users, and the competitive landscape. The discovery phase involved the following activities:

User Research

• Interviews: Conducted interviews with potential users, including small business owners, frequent online shoppers, and sellers on various platforms. The goal was to understand their pain points with existing escrow services and their expectations for a better solution.

• Surveys: Distributed surveys to a broader audience to gather quantitative data on user behavior, preferences, and challenges related to online transactions.

• Competitive Analysis: Analyzed leading escrow services and payment platforms to identify gaps and opportunities. This included studying their user interfaces, features, and user feedback.

Key Insights:

• Trust Issues: Users frequently expressed concerns about the reliability and security of existing escrow services.

• Complex User Journeys: Many users found the transaction processes on current platforms to be confusing and cumbersome.

• Lack of Communication Tools: Users wanted better ways to communicate directly within the platform during transactions to resolve issues quickly.

• Security Concerns: High on the list of concerns was the security of both fiat and crypto transactions, with users seeking assurance that their funds were safe.

With a solid understanding of the problem space, the next step was to define the project’s scope, user personas, and key features.

User Personas

Based on the research, I developed detailed user personas to represent the core user groups:

• Name: John Okafor

• Age: 31

• Occupation: Freelance Web Developer

• Location: Lagos, Nigeria

• Tech-Savviness: High

• Goals:

  • To purchase products from online sellers without fear of fraud.

  • To have the option of paying with cryptocurrencies.

  • To track and manage his purchases from multiple sellers in one place.

  • To resolve any disputes quickly and fairly.

• Frustrations:

  • Lack of trust when buying from online vendors.

  • Complicated processes for using cryptocurrency for payments.

  • Slow or unclear dispute resolution processes.

• Needs:

  • A secure and transparent platform that holds funds until he receives the product.

  • Easy access to transaction history and status updates.

  • Support for both fiat and cryptocurrency payments.

  • A simple and efficient dispute resolution system.

• Why Igbigi Works for John:

  • Igbigi’s escrow feature ensures that his payment is secure until he’s satisfied with the purchase.

  • The platform’s support for multiple currencies, including cryptocurrencies, meets his payment preferences.

  • Clear transaction tracking and status updates provide transparency.

  • Built-in communication tools and a robust dispute resolution process help him resolve any issues efficiently.

• Name: Amina Ahmed

• Age: 27

• Occupation: Owner of a grocery and fruit store

• Location: Abuja, Nigeria

• Tech-Savviness: Moderate

• Goals:

  • To securely sell products online without the risk of non-payment.

  • To provide a trusted shopping experience to her customers.

  • To easily manage multiple transactions and disputes if they arise.

  • To integrate cryptocurrency as an additional payment option for her customers in every state in Nigeria.

• Frustrations:

  • Difficulty in trusting new buyers, especially for high-value transactions.

  • The complexity of managing multiple payment methods.

  • Lack of transparency in transaction processes, leading to disputes.

  • Unreliable communication channels with customers.

• Needs:

  • A secure platform to hold payments until the buyer confirms receipt of goods.

  • Clear and easy-to-use transaction management tools.

  • A reliable dispute resolution system.

  • Simple communication features within the platform to connect with buyers.

• Why Igbigi Works for Amina:

  • Igbigi’s escrow service allows Amina to confidently ship products knowing that payments are securely held until the buyer confirms delivery.

  • The platform’s intuitive interface simplifies transaction management, reducing her time spent on administrative tasks.

  • Integrated communication tools allow Amina to address buyer concerns directly within the app.

  • The inclusion of cryptocurrency payments expands her customer base to tech-savvy and international buyers.

User Stories

To guide the design, I created user stories that captured the needs and goals of the personas. For example:

• “As a buyer, I want to securely complete my purchase and have a clear view of the transaction status.”

• “As a seller, I want to ensure that the buyer has funded the transaction before I ship the product.”

Core Features

From the user stories, I identified the core features that Igbigi needed to deliver:

• Secure Escrow Transactions: Support for both fiat and cryptocurrency transactions.

• User Communication: In-app messaging and calling between buyers and sellers.

• Dispute Resolution: A transparent process for resolving disputes with clear guidelines.

• User Verification: Robust identity and address verification to build trust.

• Transaction Tracking: Real-time updates on transaction progress for both parties.

• Admin Dashboard: Tools for managing users, transactions, and generating reports.

With a clear direction in place, the ideation phase focused on brainstorming and conceptualizing the user experience and interface design.

Wireframing

I started with low-fidelity wireframes to map out the user flow and layout of the app. These wireframes helped in visualizing the structure and allowed for quick iterations based on feedback.

With the foundation set, the design phase was where the visual identity of Igbigi was crafted.

UI Design

Typography:

• Primary Font: Satoshi – Chosen for its modern and clean look, ensuring readability across devices.

• Secondary Font: Space Grotesk – Used for headings and highlights, adding a touch of character without compromising clarity.

Color Palette:

Shades of greyscale to provide a professional and neutral backdrop, conveying trust and seriousness.

After designing the core features, I moved into the testing phase to validate the usability and effectiveness of the app.

Usability Testing

• Participants: Recruited a diverse group of users representing the buyer and seller personas.

• Tasks: Users were asked to complete key tasks such as initiating a transaction, verifying their identity, and resolving a dispute.

• Feedback: Collected qualitative feedback on the ease of use, clarity of instructions, and overall satisfaction with the app.

Iteration

Based on the feedback, I made several iterations to the design:

• Simplified Transaction Flows: Streamlined the transaction initiation process to reduce the number of steps.

• Enhanced Visual Feedback: Added more visual cues to indicate progress and status changes within transactions.

• Improved Accessibility: Made adjustments to color contrast and text sizes to improve readability for all users.

The Igbigi project was a comprehensive exercise in user-centered design, combining deep research, thoughtful ideation, and meticulous execution. The final product is a robust, secure, and user-friendly escrow platform that meets the needs of both buyers and sellers.

This case study highlights my ability to manage complex design projects from start to finish, ensuring that the final product not only meets user needs but also exceeds their expectations. The detailed design process, from discovery to testing, demonstrates my commitment to creating high-quality, impactful user experiences.