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Note: This project involved 6 more similar explainer videos (about complimentary topics and/or products) in an attempt to increase financial inclusion, hence provide financial literacy to the 64% unbanked Tunisians who can learn more about beneficial financial services.
Kaoun is a FinTech/RegTech company that builds reliable infrastructure for payments and credits in Tunisia. Kaoun’s mission is to enable all individuals and businesses to access financial and government services using any phone, anywhere, anytime. Kaoun created an array of digital products that connect users to financial and government services, through their mobile devices.
To communicate its offerings, its market value, and its messages to consumers, the company needed a design language that is based on a plethora of elements, namely icons, typefaces, and illustrations.
Our research was a basic benchmark of what explainer videos are consistent with the kind of information that is story-based. We looked at videos from 3 different YT channels:
I started by drawing rough sketches trying to visualize the story and its development within the animated frames. I end up with a rough explanation that yields a higher-fidelity storyboard. This paves the way for a script to be developed.
Developing the script is a collaborative process with our marketing team’s copywriter. Moreover, we discuss tradeoffs between concise information and lengthiness of each pre-composition (i.e. sequence). This exercise is a balancing act between information overload and lack of explanations; we decide on sequences and sections of the video.
The next step is recording the script and animating the key frames to start shaping the overall feel of the animated video.
In animating the keyframes, I start developing each sequence’s layers on Adobe Illustrator, then take them to After Effects to put the vectors in motion.
I use the time remapping to synchronize frames with the different voiceover cues.
Given my marketing and communications background, I took part in developing the selling strategy of our market offerings in these animated videos. I used the FAB process (Features - Advantages- Benefits) to inform customers about what we’re selling. In addition, I utilized storytelling by putting forward a relatable story and then a realistic solution.
As far as our design style goes, we emphasized focus on one element in each sequence. This expounds the importance of lessening the visual cues and augmenting the information transmitted around one visual. We usually focus on the link between us and the customer, in this case a computing device (e.g. smartphone, computer).
In our first video we explained our remote identification process. Our users go through this process to obtain an electronic signature and a fee-free bank account.
☝🏽 Explained steps of account creation for people unfamiliar with KYC processes.
