Zincy Shale's Portfolio

Branding & Identity

About Neofi

Neofi is a modern digital banking brand designed to simplify financial experiences for a tech-savvy generation. It focuses on creating a seamless, secure, and accessible ecosystem where users can manage their finances effortlessly. By combining innovation with user-centric design, Neofi aims to redefine everyday banking into a more intuitive and hassle-free experience.

Objective

To provide a unified and accessible financial platform that simplifies banking, enhances user experience, and supports diverse financial needs through innovation, transparency, and security.

Year

2024

About the project

This project was developed in the Research Methods studio, where research is treated as both a generative and evaluative design practice. Using mixed methods field observation, contextual inquiry, interviews, and diary studies I investigated how digital systems and physical infrastructure intersect in real-world public transportation experiences.

Dark Green

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Yellow

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White
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Research Plan & Methods

To understand the complexity of night commuting, I applied a mixed-method research approach:

Method Reflection

I informally evaluated each method based on the type and depth of insight it generated. Interviews stood out for emotional depth, contextual inquiry clarified real-time behavior, observations revealed environmental factors, and diary studies captured patterns over time. This reflection helped me understand which methods were most effective and how they complemented one another.

Key Insights

Across interviews and observations, a recurring theme emerged: night commuters carry both fatigue and alertness. They are tired from long shifts, yet hyper-aware of their surroundings.