Project overview
Emali is a mobile banking app currently in development in South Africa. It's built on top of an existing banking infrastructure — similar to how neo-banks operate — but designed specifically for the South African market.
I handled the full design scope — UX flows, UI design, branding, and the credit card design. The app needed to work as a standalone product with its own identity, so I built everything from the ground up: visual language, components, and a design system that could scale.
The market was the challenge. Designing for users who are taking their first real steps into digital banking means you can't rely on familiar patterns. Every screen had to be clear enough for someone opening a banking app for the first time, without feeling dumbed down. On top of that, the credit card design had to meet strict brand guidelines while still feeling fresh.
The final product covered the full picture — a complete app, a brand identity, and a credit card design ready for production. Emali is built to be a real entry point into digital banking for a market that's ready for it.
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