The BackEnd explores the product development process in African tech. We take you into the mind of those who conceived, designed and built the product; highlighting product uniqueness, user behaviour assumptions and challenges during the product cycle.
When Somto Ifezue, Joshua Chibueze and Odunayo Eweniyi sensed an opportunity to build an app to help Nigerians save money, they already had some experience with the tech startup hustle.
Writing code would not be the problem, neither was the challenge about merely designing an interactive website. They had a team of 6 ready to go.
But if it would be truly useful, the savings app had to connect with users at an emotional level, simulating a human-to-human guidance and counselling relationship. There had to be carrots and sticks.
To save is to defer gratification, to deny yourself of pleasures now for more rewards and an increased level of productivity in the future. This isn’t our default setting as h umans.