Ziada is a mobile application that helps service providers in the informal sector find more jobs and grow their businesses by linking them with clients who are actively seeking trusted services, as well as providing business advisory services and access to equipment rental. About 80% of Kenya's workforce is engaged in the informal sector, but these micro-enterprises face significant challenges, including a lack of visibility into their would-be clients, poor access to tools of the trade, and limited business advisory services that could help them optimize their operations.

The main challenge faced by Ziada was to revamp the Kazi brand, drive significant traction to the platform, better differentiate it from other similar solutions, and reach the goal of 500 jobs completed per month.

To achieve these goals, the team at Curva conducted a series of workshops to identify and create a new branding strategy for Kazi. Based on the conclusions from these workshops, they developed a detailed set of marketing assets, including a new name, logo, and branding guidelines. We also conducted a heuristic review of the current app to identify potential subcategories and make recommendations on how to improve the app's user experience. To further drive traction and engagement, the team focused on designing improvements to the Kazi app, including new product features and a streamlined homepage. We also incorporated testimonials and ratings to support Ziada's value proposition.

The scope of this project included revamping the branding and driving traction to the platform, with a target of reaching 500 jobs completed per month. The team also had to differentiate the platform from other similar solutions and optimize it for native Android mobile devices, given the impressive traction the app had already achieved (390+ requests per month). One constraint was the need to effectively communicate the platform's unique value proposition to its target audience. Another constraint was the limited timeline and resources available for the project.

The team's work led to a redesigned version of the app that made it easier for informal workers to use the Ziada platform. They also ensured that the Ziada brand remained consistent across all social media platforms by providing the company with templates to use in their marketing efforts.