April 2025
Problem Statement
The Algerian market lacked a modern, user-friendly digital payment solution that bridges the gap between cash-based transactions and digital finance. With limited banking infrastructure and a predominantly cash-based economy, users needed a payment app that works with local partners (buralistes) while providing the convenience of digital transactions - similar to Cash App but adapted for Algeria's unique financial ecosystem.
Discovery
Market Research:
Target Users: Young Algerians (18-35) comfortable with technology but operating in a cash-dominant economy
Key Insights:
Heavy reliance on buralistes (local shops) for financial services
Need for cash-in/cash-out points due to low card penetration
Trust issues with purely digital solutions
Preference for person-to-person money transfers
Limited access to traditional banking services
Competitive Analysis:
Studied Flexy (local competitor)
Analyzed global solutions (Cash App, Venmo, M-Pesa)
Identified gap for hybrid cash-digital solution
User Pain Points:
Difficulty sending money to family/friends
No reliable digital payment method
Security concerns with carrying cash
Limited access to online services requiring digital payment
Process
User Journey Mapping:
Onboarding: Simple KYC with ID verification
Funding: Cash deposits at buralistes
Transactions: P2P transfers, payments
Withdrawal: Cash out at partner locations
Design Principles:
Trust-first approach: Clear balance display, transaction status
Simplicity: One-tap actions for everyday tasks
Transparency: Real-time notifications, detailed transaction history
Localization: French language, DA currency, local payment methods
Visual Design:
Vibrant gradient (pink to purple) for a modern, energetic feel
Clean typography with high contrast
Minimal UI with focus on key actions
Card-based layouts for information hierarchy
Solution
Core Features:
1. Hybrid Cash-Digital System Integration with buraliste network allowing users to deposit and withdraw cash at local trusted points, bridging the gap between traditional and digital finance.
2. Instant P2P Transfers Multiple transfer methods including QR code scanning, phone number lookup, and manual entry with transparent fee structure.
3. Progressive KYC Verification Streamlined onboarding with document upload for ID and proof of address, with clear status indicators showing verification progress ("Vérification en cours" to "Actif").
4. Real-time Transaction Management Comprehensive transaction history with color-coded entries (green for received, red for sent), filtering options (Tout, Transféré, Reçu, Retiré), and downloadable receipts.
5. Trust & Security Features Prominent balance display, transaction IDs for tracking, push notifications for all activity, and biometric authentication options.
Results:
The app successfully created a payment ecosystem that respects Algeria's cash-dominant culture while introducing digital convenience. By leveraging the existing buraliste infrastructure and focusing on simplicity and transparency, the solution enabled financial inclusion for previously unbanked populations. The familiar UX patterns adapted from global apps but localized for Algerian users resulted in higher adoption rates and trust in digital payments, effectively modernizing how Algerians handle daily financial transactions.
Abderraouf Dadci
Product Designer
Available