Designed for anyone with a phone. From feature phone to smartphone, one product, every channel.
A national financial inclusion product, built to reach the 80% of Kenya's workforce that formal credit had never reached, designed in parallel across M-PESA mini-app and USSD so that no one was left out by their device.
- Role
- Design Lead · led 4 designers
- Platform
- M-PESA mini-app + USSD
- Scope
- Research · multi-channel · design ops
- Status
- Live since Nov 2022
- Impact
- 23.3M opted in · KES 36.9B disbursed
"As a mama mboga, I want the Hustler Fund mini-app to be easy to use , so I can borrow, repay, and save for generations to come."
Hustler Fund is a Government of Kenya product offering affordable credit and micro-pension savings to Kenyans at the bottom of the pyramid, over 80% of the workforce, contributing more than a third of national GDP. Built on M-PESA rails by Safaricom, it's one of the largest financial inclusion deployments in Africa's history.
I led a team of four designers (two UI/UX, two customer journey experts) working alongside research, engineering, and business analysts. Our mandate: translate a national policy into a product that a mama mboga with a feature phone and a salaried employee with an iPhone could both use, confidently, on their first try, without training.
A full write-up of the multi-channel design work (parallel USSD and app journeys, research with first-time credit users, and the design ops behind shipping at national scale) is in progress.