Dija
Dija was built for women who wanted to understand their finances, and kept stopping before they felt like they did. Launching in the UK and MENA meant different cultural relationships to money and different expectations of what a financial app should feel like. We treated localisation as part of the content architecture from day one, not something to bolt on after launch.
The design question we carried through the project: how do you get someone to open the app three days in a row and feel capable, not overwhelmed? The content was good. The experience made users feel behind, not ahead. We redesigned around the feeling, not the curriculum.
The biggest drop-off wasn’t confusion, it was friction. Too many choices at the wrong moments. We stripped the experience back to one clear action per session, so starting felt easier than stopping and day three still felt achievable, not demanding.
Generic financial education talks at users. Dija needed to meet them. We restructured the onboarding and learning path so every user felt like the app was built for exactly where they were starting from, not where a syllabus thought they should be. That included room to tune tone and examples for the UK and MENA without treating either market as an afterthought.
“We had a narrow window to launch Dija in the UK and MENA with a product that had to feel trustworthy on day one. Clarion matched that urgency with a senior product and design team that could make decisions in the room and keep engineering unblocked. They helped us go from concept to live in three months across two markets, without treating localisation or store readiness as afterthoughts.”
Define the habit mechanic, daily task structure, and two-market content strategy before any screens.
Build the content system for localisation first. Currency, regulation, tone, interchangeable at the content layer.
Daily task flow, streak mechanic, home dashboard, learning journey, and personalised path, all in parallel.
Live in UK and MENA simultaneously. Day-three retention as the primary signal for habit engine performance.
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