Redesigning Flutterwave’s Business Dashboard

Making scale feel simple for thousands of businesses across Africa

Flutterwave is a leading fintech company in Africa that facilitates payment processing and financial management for businesses. Its key product, the Flutterwave Business Dashboard, allows merchants to manage transactions and gain insights to scale their operations.

However, as it expanded into new markets, the dashboard faced usability challenges, prompting a need to rethink the company's brand, core values, and product interactions.

Mission Statement

Redesign the Flutterwave Business Dashboard into a scalable, user-focused platform to boost efficiency, support future growth, and align with the company's new brand direction.

Understanding the Problem

To inform the redesign, we adopted a multi-faceted research approach to gain a deep understanding of user behaviours, preferences, pain points and define opportunities for improvement.

We began by listening. Through various sessions of 1:1 user interviews with our SMB merchants and hundreds of survey responses across all customer segments and participants, to understand their pain points and feature needs. By doing this, we uncovered a shared pain: the dashboard wasn't adapting to the diverse needs of its users.

Additionally, we conducted usability tests, journey mapping for key user flows, and analysed usage data to identify drop-offs, overlooked features, and any gaps in our offerings.

Usability tests confirmed friction in basic tasks such as fetching transaction IDs, reconciling payments, and order fulfilment on the store, among others. Analytics backed this up — drop-offs were common, and some critical features were barely touched. The research also revealed three significant gaps:

• SMBs felt overwhelmed by irrelevant data.

• Enterprises lacked the advanced reporting tools they needed.

• Everyone wanted faster, simpler workflows tailored to their use cases.

My Role

Led UX strategy across research, design, and implementation.

Collaborated with various amazing colleagues across product, engineering, customer experience, and compliance teams in various markets.

The Design Solution

Rebuilt Navigation

Shifted to a task-based IA with role-based views—lightweight for SMBs, advanced for enterprises.

Faster Access

Added global search, shortcuts, and contextual menus to reduce time-to-task.

Personalized Experience

Users only saw tools relevant to their business size, reducing clutter and confusion.

Scalable Design System

Created a modular UI foundation that supported rapid feature expansion and our other products like Afritickets, Tuition, and Capital without breaking consistency.

Micro-Interactions

Feedback cues (loading states, success toasts, inline errors) made the experience feel smoother and more responsive.

Results and Impact

The redesigned dashboard has led to measurable improvements in user experience and business outcomes. For example, the completion time for daily tasks, such as obtaining transaction references and fulfilling purchase orders on the Flutterwave store, decreased by 42%.

Post-launch surveys revealed a 70% increase in user satisfaction ratings, with many users citing ease of use and faster workflows as significant advantages. This improvement also resulted in a 25% growth in monthly active users, particularly among SMBs that had previously struggled with the old interface.

Business Impact

The benefits of the redesign extended beyond just user satisfaction. The enhanced dashboard experience contributed to higher merchant retention rates, while the new simplified workflows and improved analytics on the overview page supported a 20% increase in virtual card usage.

Additionally, the modular design system I created allowed us to introduce new features, such as Afritickets (an event management platform), Tuition, and Capital, among others, without disrupting the existing interface.

Long-Term Implications

Foundation for Innovation

The redesign set a precedent for user-centric product development within Flutterwave, inspiring similar overhauls for other tools.

Brand Positioning

Flutterwave solidified its reputation as a fintech leader by demonstrating its commitment to empowering businesses through design and technology.