Blue Label Telecoms has recently launched Sterring, a new product that empowers users in the unbanked market to buy essentials on WhatsApp for free. With Sterring being a new entrant in the market, the website needed to establish brand trust, educate SASSA Grant Beneficiaries and their communities about the offering, and guide customers towards the primary call to action of buying essentials on WhatsApp. Additionally, the site had to be lightweight to cater to the data-sensitive target audience.
The design of the Sterring website focuses on creating a friendly and approachable user experience that resonates with the target audience. To make the content relatable and engaging, the design incorporates the use of emojis and colloquialisms, which adds a touch of familiarity and establishes a connection with the Sterring customers. The website's design maintains a lightweight and simple approach to address the data sensitivity of the target audience. Careful optimisation techniques were employed, including compressing images up to 12 times to reduce file sizes without compromising quality, ensuring fast load times even in low-bandwidth environments. This design decision acknowledges the importance of accessibility and user experience for the intended target audience. The overall design aesthetic exudes simplicity and clarity, making information easily digestible for users. The website layout and navigation are intuitive, guiding users seamlessly through the content and towards the primary call to action of buying essentials on WhatsApp.
