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Timothy AdebayoProduct Designer AI Native Designer
FRI, SEP 25, 2026
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EDNL

A first web presence for a company entering a new market — helping EDNL close in on a thousand new private-sector customers since launch.

My RoleProduct Design Consultant — led design and content strategy
TeamProduct Designer (me), 1 Fullstack Engineer, 1 PM
Duration4 weeks
IndustryFintech

OVERVIEW

EDNL (Equal Digital Nigeria Limited) had spent its early years selling Dedukt, DeduktPro, and DeduktLite entirely to public-sector employers and lenders — and had never needed a website to do it. As the company started expanding into the private sector, that gap turned into a real business problem: a market that had no idea who EDNL was had no way to find them, check they were legitimate, or figure out which product applied to them.

I led design on EDNL's first website, built in four weeks with one fullstack engineer and one PM. Since launch, it's helped the company close in on a thousand new customers in the private-sector market they were entering.

THE PROBLEM

There was no existing website — not an old one to redesign, nothing to react to. EDNL had built its business on direct relationships with public-sector employers, where word of mouth and existing trust did the work a website normally does. That model didn't transfer to the private sector. A new buyer segment with no history with EDNL had no way to verify the company was real, understand what Dedukt, DeduktPro, or DeduktLite actually did, or figure out who to talk to.

The complaint from the business was specific: customers couldn't find EDNL online, couldn't get basic information about the products, and had no clear way to reach out and start a conversation. Every one of those was friction sitting directly between EDNL and a market it was actively trying to win.

THE PROCESS

Mapped the full site before touching a screen.

A content requirements doc laid out every section — hero, about, products, how-it-works, FAQ, contact — before design started, so the small team could move in parallel instead of re-deciding scope mid-build.

Built credibility in before asking for trust.

With no prior digital footprint, the site couldn't lean on brand recognition. Proof had to come first: a "Trusted by" bar naming existing partners — FCMB, Lapo, Credit Direct, Mutual Trust Bank, and federal agencies including Nigeria Immigration and Customs — sits high on the homepage, ahead of most of the pitch.

Wrote for people who'd never heard of EDNL.

The FAQ answers the questions a cold private-sector visitor actually has — what is EDNL, how do the three products relate, is this a lender or a tech company — questions the public-sector base never needed answered.

Gave every visitor a way in.

Since one of the direct complaints was "no way to engage," the contact section routes by product, with a dedicated email for each of Dedukt, DeduktPro, and DeduktLite, plus a general line — so nobody hits a dead end regardless of which product brought them there.

SOLUTION

  • Homepage hero + Trusted-by bar — states what EDNL does and backs it with proof in the same view. For a company entering a market where it has zero track record, showing recognizable institutions already rely on it does more work than any tagline could.
  • About and mission section — the basic legitimacy work a cold audience needs and a warm one never asks for: who EDNL is, what it believes, why it exists.
  • Products overview grid — three cards, one per product, each stating plainly who it's for. A private-sector visitor can self-sort into DeduktPro or DeduktLite without having to understand EDNL's full history serving government and lenders first.
  • FAQ and per-product contact routing — closes the loop directly on what the business flagged: customers couldn't find information or a way to engage. Now both are one scroll away.

OUTCOME

Business impact

Since launch, EDNL has closed in on 1,000 new customers in the private-sector market it was expanding into — its first real traction outside the public sector.

Stakeholder feedback

The team reported the site gave the business the online credibility and trust it needed to be taken seriously while scaling into a market where it had no prior relationships.

Product impact

EDNL has also seen an uptick in product adoption since the site went live.

REFLECTION

The real constraint here wasn't ambiguity, it was that there was nothing to build on. No existing content to reshape, no analytics on what this new audience responds to, four weeks to get it right the first time. That pushes a process toward judgment over research — betting that credibility signals and plain answers to obvious questions would matter more to a skeptical new market than anything clever.

That bet worked out. But the tradeoff is real: the site launched without ever being tested against an actual private-sector prospect, so those assumptions only got confirmed after the fact, through adoption numbers, instead of before launch. Given a longer runway, I'd want a short round of feedback from a handful of private-sector prospects before shipping, even if that meant trimming scope elsewhere to make room for it.

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