Overview
Dash Merchant App is an innovative fintech platform for merchants and consumers. I led the redesign to help merchants easily set up shops and manage payments, while offering efficient checkout solutions for businesses. The project focused on a modern, intuitive interface, improved brand colors, and a user-friendly journey—developed in close collaboration with research and development teams.
This case study covers the process from research to redesign, showcasing the takeaways and expected results
Problems the App is solving
Making it easier for merchants to set up shops and manage it
Improving the payment process between merchants and clients
Goal
To redesign the dashboard to a modern, intuitive fintech platform that simplifies merchant operations and payments while delivering a user-friendly, visually appealing experience aligned with industry standards.
Research insights
Dash had access to detailed user profiles for research and assessment, with a user base exceeding 2,000 across its operating countries (Ghana, Nigeria, Kenya). A targeted survey was conducted to gather feedback on user needs and identify necessary improvements for the dashboard
25% of users requested a better UI with an easy-to-understand flow and a tour section.
45% highlighted the need for cash back or reward features for loyal customers
30% focused on improved dashboard navigation and actionable insights for easier financial management.
Proposed solutions
Onboarding simplification and Payment Management: I aim to streamline the process for merchants to set up shops and manage payments, addressing the challenge of complicated, time-consuming onboarding by focusing on progressive disclosure for each onboarding country
Modern, User-Friendly Design: By researching current fintech design standards and leveraging my expertise, i tend to develop a dashboard that is both elegant and functional, addressing previous shortcomings in user experience (complex flows) and visual appeal (colour and typography)
Old designs
The old design highlighted several key issues, including outdated brand logos and colours, as well as inconsistent sections and screens. The new design directly addresses these challenges, delivering a unified, modern, and user-friendly experience.
Selected screen improvement
Side drawer: The side drawer for the product details page was redesigned following internal dogfooding, which revealed that most users found the green gradient overwhelming. Based on this feedback, the design team toned down the gradient to create a more balanced and user-friendly interface
Home page: The home page underwent a major redesign during the project. We transitioned to a cleaner UI by removing top customers and exchange rates—features deemed unnecessary from a business perspective. Additionally, the transaction graph was separated for improved clarity and to better align with UX standards
Expected results
Takeaways
Dashboard projects in fintech are complex, which needs ongoing collaboration across multiple departments—a process that can be demanding and tiring. Effective communication and the ability to clearly articulate design choices are crucial in these scenarios. I learned the importance of confidently defending design decisions, especially when backed by data and user research