The Future ofBanking in Ghana
Building trust in a bank without branches.
Digital banking removes many of the barriers of traditional banking, but it also removes the physical interactions that help people build trust. For a new banking platform entering the Ghanaian market, every interaction needed to feel intuitive, transparent and relevant from the first tap.
Affinity needed to create an experience that reflected the realities, behaviours and expectations of Ghanaian users. Decisions around content hierarchy, personalisation and data transparency would shape how quickly customers understood the platform, trusted it and adopted it. CraigWalker was engaged to research local behaviours and turn those insights into the foundations of Affinity’s digital banking experience.
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The project in numbers
3Tier feature layout based on user engagement
21+ User needs and behaviours mapped
3Brand rules applied across all touchpoints
Designing for Context, Culture and Change
CraigWalker used design research and virtual workshops to understand how people in Ghana approached banking, what created friction and what would build confidence in a fully digital service. The findings were translated into a clear set of experience priorities covering accessibility, personalisation, trust and ease of use. From there, the team explored how those priorities should shape the platform as a whole. This included the structure and behaviour of the home screen, the distinction between personal and business accounts, the role of the Affinity brand within the interface, and a consistent approach to requesting data and permissions. The work also defined practical steps for how these changes could be introduced over time.
Banking That Adapts to How People Use It
The project delivered a clear vision for Affinity’s digital banking experience, shaped around the needs and behaviours of Ghanaian users. A dynamic home screen prioritised the features people used most, adjusted the level of detail shown and created a clear distinction between personal and business accounts. Alongside the interface, CraigWalker developed a library of permission patterns to guide how and when customer data should be requested. These patterns explained why information was needed, what value users received in return and how data requests could be introduced at the right moment. Together, the work gave Affinity a practical foundation for a more personal, transparent and adaptable digital banking service.