Case Study

Dash merchant dasboard

Industry

Fintech

My role(s)

Product designer

Collaborators

Software engineers, Project Manager

Links

Figma Prototype

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

The Problem

Problems the App is solving

Merchants were struggling to set up and manage their shops on the platform. The onboarding process was complicated and time-consuming, and the tools available to manage day-to-day operations weren't clear or intuitive enough for the average user.

On top of that, the payment flow between merchants and their clients had friction points that slowed down transactions and created confusion on both ends. These two issues were directly affecting merchant satisfaction and limiting growth for the platform.

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

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% wanted a simpler UI and an onboarding tour.

Users found the existing interface confusing and hard to navigate without prior guidance. A clearer flow and an onboarding tour would significantly lower the learning curve for new merchants.

45% wanted rewards and cashback for loyal customers.

Merchants wanted tools to retain and reward repeat customers but had no built-in way to do so. Adding loyalty features would give merchants a competitive edge and encourage higher transaction volumes.

30% needed clearer navigation and better financial insights.

Merchants couldn't quickly find the information they needed to make decisions about their business. Clearer navigation and better data presentation would help them stay on top of their finances with less effort.

Process

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.

The Redesign

Play prototype → The Redesign

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

Before After

Home page

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

Impact

Expected results

The redesign was validated through internal dogfooding and unmoderated user tests. Here’s what we measured and anticipated as the product moved toward launch.

25% Increase in customer satisfaction with the new UI, based on testing feedback.

15% Anticipated rise in daily transactions in the first quarter after launch.

Reduced Support demand, thanks to a built-in inbox for reaching customer success agents directly.

Reflection

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

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