Trade Forward Southren Africa
2021
Web Development, Advertising, User Experience, Design
Trade Forward Southern Africa supports trade across and beyond Southern Africa, with emphasis on the business community and women entrepreneurs.
The organisation operates in: Botswana, Eswatini, Lesotho, Mozambique, Namibia and South Africa. .
How does TFSA work?
- Trade information: gives businesses access to the latest information and tools on how
to competitively grow their exports and markets.
- Trade support: equips businesses to meet standards, opening up opportunities for them to operate across regional and global value chains.
- Training on trade: runs targeted sessions for business and customs, making sure that goods can cross borders quickly and efficiently.
- Women in trade: supports a growing number of women-led and managed businesses to reach overseas markets and thrive in international trade.
Maverick Mind proposed a strategic approach that would increase trade capabilities for export businesses in SACU+M (Botswana, Eswatini, Lesotho, Mozambique, Namibia and South Africa). These counties would be capacitated in order to trade with the U.K. and other global destinations/markets.
UX research and design
In this phase, Maverick Mind used a combination of qualitative and quantitative research methods to identify Key users and their demographic criteria, the needs that TFSA product & services meets for the target audience, the goals which targeted users rely on the TFSA services to meet and the user experience offered by TFSA competitors. This phase is critical to a successful UX strategy, as it provided the baseline data that would drive all design decisions.
We then created a UX strategy and various UX prototypes that were tested and deployed, including design wireframes for review and approval by TFSA, functional design prototypes for user testing.
In the iteration phase, we deployed a series of functional prototypes to select user groups. By measuring interaction with these prototypes against predefined standards, we were able to make a series of iterations to the UX strategy and product design. Each iteration was redeployed to target groups, and measured for performance.
We proposed and implemented a Design system developed for the browser based TFSA app. The design system is a process that was built and maintained to develop superior web platform user experiences and strengthen the TFSA brand.
The system offers a library of visual styles and components documented and released as reusable code for developers and/or tool(s) for designers. The system will offers guidance on accessibility, page layout, and branding.
The work which went into the developing the website included web markup and coding and all related development tasks, such as client-side scripting, server-side scripting, server and network security configuration, and content management system (CMS) development.
Once the web platform was developed and deployed to the live environment, we then had to turn our attention to creating awareness and generating traffic for the web platform. To do that we had to develop a digital marketing strategy. Part of that process involved developing user personas the accurately represented the target audience for the TFSA programme. Once we had developed the Personas, we developed user journeys which articulated the different user touch points using the RACE Model.
Finally, we identified the correct channels for the advertising campaign. These were LinkedIn, Google Display and Facebook carousel ads.
The creative for the ad campaign was highly targeted and developed specifically for the regions where the ads would be flirting. The regions were South Africa, Swaziland, Botswana, Mozambique, Lesotho and Namibia.
The ad campaign was flighted for one month to launch the platform and the results were nothing short of fantastic for a B2B ad campaign, and the conversion were also inline with the client’s target.
- 924 375 export business principals and key decision makers reached
- 7690 export business principals and key decision makers converted