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◀  ALL CASE STUDIES

Positioning Zoona for their next stage of growth.

Client: Zoona
Country: Zambia
Project: The Zoona Website Design
Project Scope
Website Design
Website Development
Audience Strategy
Content Strategy
Content Writing
Website Design  /  Website Development  /  Audience Strategy  /  Content Strategy  /  Content Writing
Challenge
Create a platform that helps Zoona tell their story and attract the funding and business opportunities they need.
Solution
An overhaul of Zoona’s online content and a new website to demonstrate their impact, credibility, and track record.
Result
Zoona finally had the tools to show off the value of their company and the impact of their work.

The new website came with the launch of new products and a successful partnership with new investors – Achieving the growth they so rightfully deserved.
Photo of Tracey Trevelyan of Zoona
We were blown away with Pigeon Pie’s translation of the Zoona brand and how they designed and developed our website in an engaging way. Never flustered, always professional, and went the extra mile to deliver on tight timelines. Highly recommended!
Tracey Trevelyan, Zoona
Photo of a Zoona Mobile Money Booth in Zambia

It was time for Zoona to take the next step.

Zoona is one of the largest mobile money providers in Africa - With over 1,5 million people using their services in Zambia, Malawi, and Mozambique.
Considered one of Africa’s most successful start-ups, they’ve already created 3000 jobs and have made financial services accessible to hundreds of under-serviced communities all over Africa. Their mission to create financial inclusion had them rapidly scaling up since 2009.

While Zoona’s original website had served them well during their rise, it was not serving them well as the stable, matured organisation they are today.

Zoona had long outgrown their start-up roots and their website had never been updated. It was hurting their credibility and limiting their growth. Information was outdated, off-brand, and unhelpful to potential investors – a key audience for Zoona’s next step.

Zoona needed a new website that elevated their brand and showed off what they had to offer.
Photo of Zoona Fintech Startup Developer Team

Creating a tool for business development.

We were called in to design Zoona’s global website and content strategy. To develop a platform that would successfully position them in the market and attract the funding and business opportunities they need.
Their website needed to do 3 things:
Show off their track record and the impact of their work.
Communicate the scale and culture of their team.
Convey their credibility and position them for their next round of funding.
Zoona’s website was a drive for growth.
Photo of The Zoona Startup Team in a Brand Workshop
Photo of The Zoona Brand Guide

Putting Zoona’s target audience at the centre of their strategy.

We conducted workshops with Zoona’s internal team to build a shared understanding of the challenge.
Our workshops uncovered 3 audiences Zoona needed to engage in order to be successful:
Potential Investors
>  Facilitate Zoona’s expansion
Potential Team Members
>  Support Zoona's growth
Potential Customers
>  Expand Zoona's reach
We continued to uncover the specific needs of each audience and developed clarity on the messaging and content requirements of the website. Each audience was looking for specific proof points from Zoona as a brand.
Audience Proof Points
What truly matters to each audience?
Potential Investors:
Business Credibility
Business Track Record
Market Impact
Potential Team Members:
Company Culture
Employee Value Proposition
Current Vacancies
Potential Customers:
Product Benefits
Product Offerings
Brand Values & Beliefs
Understanding the audience was critical to creating content that was well-targeted and effective.
Key Challenge
We needed to design for the unique needs of each audience. The better we could communicate the things that were important to each group, the more likely we were to engage them and encourage them to take the next step.

Telling the story of Zoona’s impact.

Zoona’s impact was key to attracting investors, but it was also key to earning the support and admiration of their customers. It was important for us to showcase the people and entrepreneurs who make Zoona possible.
Built on an entrepreneurial model, Zoona empowers local entrepreneurs to build businesses using their platform, expanding Zoona’s reach, and stimulating economic growth in the communities in which they work.

We featured Zoona’s most successful entrepreneurs throughout the website, sharing the human story behind each and every one of Zoona’s achievements.
Website Design for African Fintech Startup Zoona - Impact Page UI Showcase
Website Design for African Fintech Startup Zoona - Learning Centre Page UI Showcase

Showing off the scale and culture of Zoona’s team.

Zoona had built a talented team from around the world – all committed to the mission of creating financial inclusion in Africa. Zoona’s culture was a key to their success and the heart of their organisation.
For job-seekers looking for a purpose-driven career, or investors looking to invest in proven teams, we ensured Zoona had the means to showcase what they had to offer.
Showcase of The Zoona Website Design Interface in Use
Browser Address Bar with Zoona Logo and Page Name - Leadership TeamWebsite Design for African Fintech Startup Zoona - Leadership Team Page UI Showcase
Browser Address Bar with Zoona Logo and Page Name - CareersWebsite Design for African Fintech Startup Zoona - Team Culture Page UI Showcase
Browser Address Bar with Zoona Logo and Page Name - About UsWebsite Design for African Fintech Startup Zoona - About Us Page UI Showcase

Sharing Zoona’s track record.

To further show off Zoona’s credibility, we featured Zoona’s product portfolio, their founding story, company timeline (with milestones and awards), and a special area for global investors.
Zoona’s track record was unmatched and the new website made sure they established their authority.
A High-Five Between Two Zoona Team Members
Website Design for African Fintech Startup Zoona - Business History Page UI Showcase
Website Design for African Fintech Startup Zoona - Product Feature Page UI Showcase

Becoming uniquely “Zoona”.

Well-recognised throughout West Africa, Zoona’s brand and visual style had become a symbol of homegrown innovation. Their bright colours, local patterns, and approachable voice were important parts of our design.
The website had to look, feel, and sound uniquely “Zoona”.
Showcase of Zoona Website Design Featuring Zoona Entrepreneurs
Photo of Zoona's Startup Team at The Cape Town Office in South Africa
The Zoona Logo
Showcase of Zoona Website Design
Website Design for African Fintech Startup Zoona - Home Page UI

Zoona achieves the growth they so rightfully deserved.

A complete website overhaul like this can be daunting, and sometimes make or break an entire business – but by being specific with our goals and paying attention to the unique needs of each audience, Zoona’s website overhaul paid off.
Zoona finally had an online home that elevated their brand and showed the world just how significant their work has been in creating financial inclusion in Africa.

The new website came with the launch of new products and Zoona’s successful partnership with new investors. They now had a platform to show off their vision and demonstrate their credibility to potential investors – taking their organisation into the future and achieving the growth they so rightfully deserved.
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