Digital Banking: Empathy Map for Kendra

Digital Banking Experience: An empathy Map for Kendra- Kigali millennial

Financial Platform: Mobile Banking App (Bank of Kigali)

Device Type: Smartphone

Target Audience: Millennials (ages 20-40)

User Research Approach

To understand the pain points of this target audience, I conducted desk research across newspaper articles, industry reports, and social media engagements. The following profile represents the experience of young people using the Mobile Banking apps.

Meet Kendra

Her Mobile Banking Experience

Kendra, age 28, is a marketing associate living in Kigali, Rwanda. Her mobile banking app is indispensable for managing daily expenses, supporting family, and tracking progress toward personal goals. Kendra’s digital journey highlights unique challenges—and opportunities—for building trust and engagement.

Key Pain Points & Insights

• Trust is fragile: Transaction Errors and payment failures disrupt Kenda's day and erode her confidence in the app.
• Beyond PINs: Kendra values biometric aunthentification ( fingerprint, face ID) for enhanced security and a peace of mind.
• Proof of payment matters: Accessing documentation should be instant and transparent—no extra effort required.
• Self-service autonomy: Seamless onboarding and empowering workflows features foster satisfaction.

Opportunities for Design Improvement

These actionable focus areas arose while mapping Kendra’s daily banking journey:

1. Stability First: Invest robust error handling so transactions never disrupt her daily routine.
2. Empower the User: Make recovery and support options clear, quick accessible and minimal friction.
3. Proactive Financial Wellness: Integrate easy to use features for expense tracking, budgeting, and insights—all just a tap away.
4. Engagement Drives Loyalty: Consider rewarding positive behaviors (saving, learning) with fun, gamified elements.

Summary Table: Kendra’s Experience & recommendations