Idéation face à la concurrence des services financiers
numériques au Sénégal


As part of our activities included in the action plan 2020-2021,ADF Senegal organized a public webinar around the theme “Ideation face to competition of digital financial services”.This webinar was an opportunity to bring together experts and amateurs of digital finance around a brainstorming of product development ideas in the face of local and international competition of digital financial services.

Thus, we put forward a panel made up of:

  • Jean Daniel BALOUCOUNE, Head of Innovation and Digitalization at ACEP Senegal but also Jean Daniel was International Consultant in Digital Transformation at PHB Consulting;

  • Maguette Thioye, Business Analyst at Baobab Senegal. Maguette has actively participated in the implementation of several innovative projects of Baobab Group through its 9 subsidiaries (Burkina Faso, Ivory Coast, Madagascar, Mali, Nigeria, DR Congo, Senegal, Tunisia, Zimbabwe);

  • Modou Sall, Head of the Ecobank Senegal branch and active member of the association and Certified Digital Finance Practitioner (CDFP) at DFI (Digital Frontiers Institute), who is therefore considered an expert in digital finance.


In the local and current context in Senegal, the players in the digital financial services ecosystem (Banks, Fintechs, MNOs, Microfinances, Insurance, etc.) are forced to design innovative solutions to remain competitive and credible on the global African market.

If the economic and societal value of a product or service is largely due to its innovative character face his market, then the design of innovative products, or its improvement for the existing one, requires the emergence innovative ideas.

Thus, there can be no innovation without ideas.

According to Wikipedia [1], ideation includes all stages of an original thought process, from innovation to the development of the idea and to its completion. It is thus an essential aspect of any creative or conceptual process, hence its importance both in pedagogy and in practical life. 

In this webinar, our panelists share the fact that the ideation is a whole cycle should include:

  • Listening to the customer;
  • Collective reflection;
  • Generation of idea batches putting the client at the
  • The exploration and processing of the ideas developed
  • Observation ;
  • Validation of assumptions;
  • Evaluation.

An important point that everyone has mentioned is the “customer-centric approach” or “Design Thinking”. Our panelists agree on the fact that design thinking must be very close to the human being in terms of needs, so that the product satisfies them,” insists Jean Daniel Baloucoune.
More he adds “The steps to reach a complete ideation”, requires that we take the necessary time for research and development. We can see that there is a real desire to make digital one of the most beautiful ascents in terms of economic development. However, the question that comes up most often is the importance of bringing out innovative solutions that would really meet the needs of customers. And this does not matter the field. For now, it is important to understand that the digital environment in Senegal will evolve if and only if, the
innovations used are “Human data Centric” says Jean Daniel. 

It is important to specify that this search for centricity must spare no economic sector. We must find these chromosomal bases to put the human when we develop a product as a priority, whether it is for an application of bank payments or for any product that can meet the needs of society. The ideation must reflect on the different solutions to improve customer needs. Several examples have shown us that the mobile banking of the years 2010 was not at all adapted to the Senegalese society. Indeed, the model known at that time did not take in to account the illiterate, illiterate people and it is in this respect that we should differentiate ourselves in the next innovations. It would be necessary to innovate by taking in to account all the societal aspects of Senegalese and even African culture. It is important for current companies in the digital market in West Africa, more specifically in Senegal, to avoid copying and pasting what has already been done, without trying to do local research to bring additional added value to the market of digital products. On behalf of Maguette “It is essential to know your customer “Know Your Customer” when a company is in a process of innovation. In a competitive market such as Senegal, companies need to be well structured and organized in order to deal with all phases of functional, technological and IT
development of the product. »


In conclusion, the panel moderated by Charly Donna LOUKAKOU, Vice-President of the association encourages and recommends companies offering digital financial services to appropriate a better knowledge of the customer, a better mapping of the customer’s needs and to design a good prototyping of their product, in order to achieve an inclusive, solid, efficient and responsible innovation.


We thank all the panelists for honoring us with their presence and especially for their active participation. Also, we thank all the participants and reiterate our commitment to contribute to the promotion of good practices and the development of digital financial services in Senegal.



  • Charly D. LOUKAKOU : Member and Deputy-President
    DFI Sénégal
  • Pierre SAMOURA : : Member DFI Sénégal