Overview
Pesawise is a Kenyan fintech startup building smarter cross-border payment experiences for individuals and SMEs. I led a full redesign of their website — sharpening the brand identity, speaking more directly to a younger, tech-savvy audience, and filling critical gaps with new pages for Products, Company, and Developers. Every decision was grounded in user research and aligned closely with business goals."
Problems the App is solving
The existing website wasn't doing the product justice. Visitors couldn't quickly grasp what Pesawise does, the interface felt outdated, and the brand failed to project the trust and professionalism that fintech users expect. The site was losing people before they ever explored the product.
Goal
Redesign the website to strengthen brand identity, connect with a younger audience, and give users a clear, confident path to understanding what Pesawise offers.
Research insights
Pesawise had access to detailed user data, including average age ranges and work sectors. The core user base spanned highly educated and tech-savvy individuals aged 15 to 45—ranging from tech enthusiasts and creatives to entrepreneurs and business owners. Leveraging this data, we conducted targeted user research through surveys and a series of interviews, which helped us uncover valuable insights and feedback, outlined below:
Poor UI and Navigation: Many users expressed frustration with the existing website’s layout, citing that the interface felt outdated and unintuitive, which made it harder to complete basic tasks or find relevant information.
Lack of Clarity About the Platform: A recurring concern was that the website didn’t clearly explain what Pesawise does. First-time visitors often struggled to understand the core offerings and value proposition without having to dig through multiple pages.
Low NPS Score: A previous Net Promoter Score (NPS) survey reflected low user satisfaction and limited advocacy. Users shared that the experience didn’t reflect the professionalism or reliability they expected from a fintech brand.
Proposed solutions
We introduced a cleaner, more intuitive layout to improve visual hierarchy and ease of use.
The homepage and service pages were rewritten and restructured to clearly communicate Pesawise’s offerings and value proposition.
A design system aligned with the brand’s identity was implemented to create a cohesive and modern look across all pages.
Additional pages such as Company, Products, and Developers were added to make the site more robust and informative.
We worked closely with research and marketing to ensure the content tone, visuals, and structure addressed users’ real concerns and expectations.
Landing page
Product pages
I redesigned the hero section for the product pages, ensuring a compelling headline and strong visuals work together to immediately communicate each page’s purpose and value. Below the hero, content is organized into beautifully laid-out sections, with clear text supported by relevant images and illustrations for added context. The copy was reviewed by the marketing team to align with conversion goals and user needs, resulting in a cohesive, engaging experience that strengthens first impressions and drives improved user engagemen
Summary of change
• Organised sections (Features, Benefits, Partners, Reviews)
• Interactive elements (tabs, accordions, hover states) for clean navigation
• Visual hierarchy with typography and spacing
• Professional use of brand colours to create more visually pleasing experience
Gateway product page
Challenge(s)
The most pressing challenge was creating the right illustrations for the project. Developing multiple iterations to find illustrations that accurately represent the industry, remain easy to understand, and effectively communicate useful information to users required significant effort and attention to detail.
Prototype
Impacts and results
Takeaways