Case Study; FriendLuy - Financial Access for the Unbanked.

It's about how to develop a brand experience, and a world-class interface that harmoniously immerse & delight your customer.

FriendLuy is an online money lending app that is currently in the stage of seed funding based in Cambodia. They are operating on a smaller scale and have not yet been published. We helped them build a better experience for the Cambodian people reaching for their financial help access.

One of the biggest problems they face — apart from having to have valuable assets as collateral and to fill up long forms — is to essentially build their own eKYC or a credit database that still has to be familiarized in a country like Cambodia.

With this being one of the biggest problems, even the smallest economic contributor like vendor sellers and shop owners in the market won't have the chance to:

improve their business, or simply access financial help should a need arise as opposed to the wealthier society.

Developing the brand

The first thing we do, as a brand experience agency, when developing a brand is: removing cognitive bias, we ask questions — who are we building this for, what is the sole reason for the existence of this brand.

The why

FriendLuy is built upon empathy over what is currently happening in Cambodian economic inequality among their society. Financial literacy is a commodity that not everyone in Cambodia would have in their mind; as a result, Cambodia has 70+ microfinance companies of which some can take such a high fee. Cambodia also comes with one of the highest default rates in the world. Some shark loans within the country can charge up to 40% fee with very high/valuable collaterals like land certificates. FriendLuy wants to bridge the gap between creating a higher awareness over financial literacy and ease of financial help access.

The Brand

The logo is inspired by an infinity relationship emphasizing the word "friend" as a persona that you can trust. A tone and persona within FriendLuy's brand should go along with the colors that we chose — the blue and the green to symbolize stability and a nurturing environment. Our tone and voice make sure that we are in the realm of banking the unbanked people of Cambodia.

Crafting the experience

Armed with the fact that financial literacy is not within everyone's reach, we understand that filling up a lengthy process will give them a sense of difficulty. We did A/B research on over 100 people through forms that we advertised on Facebook ads. As shown in the analytics, most of their customers left during the "registration" process because of continuous questions in an AI-based chat. From there, we did our study where people are actually inclined to go further if we categorize forms in a more efficient way — the sense of "completion" is achieved by the idea of finishing one form category at a time.

We realize that the pain point as a user was when they really want to use the service, but the excessive amount of work they have to do before even getting into the app. We make sure that we remove our cognitive bias by really having a real empathic environment, diving deep into what is really necessary to be asked in the beginning, while taking into account the safety of the company and what compromises we can do. Keeping them reminded that the process is only 5 steps and awarding it by successful messages on each is a motivation incentive.