emaisha Pay
Designing a trusted financial platform for Africa’s agricultural economy
emaisha Pay enables farmers to save, receive payments, transfer money, and access funding to grow their businesses with confidence.
Unlike traditional fintech apps, this platform serves users who:
May have low digital literacy
Operate in rural environments
Depend on seasonal income cycles
Are highly sensitive to transaction errors
This wasn’t just about moving money. It was about building financial trust in a high-stakes ecosystem.
The Problem
Farmers and agribusiness users faced:
Anxiety around real-money transfers
Low visibility into transaction status
Confusion around savings vs. operational balance
Limited understanding of funding eligibility
Fear of making irreversible financial mistakes
From a business perspective:
Trust directly affects adoption
Failed transfers damage brand credibility
Poor clarity reduces funding uptake
Drop-offs during onboarding limit growth
— The platform needed to feel safe, clear, and reliable.
Constraints
Real-time payment processing dependencies
Regulatory compliance requirements
Limited engineering bandwidth
Need for extremely high clarity in financial interactions
Designing for users with inconsistent internet access
— Every decision had financial and operational implications.
My Approach
1. Design for Financial Confidence
In fintech, clarity reduces anxiety.
I focused on:
Strong visual confirmation states
Explicit transaction progress indicators
Clear balance separation (Savings vs Available funds)
Transparent fee communication before confirmation
The goal: eliminate ambiguity at every money-touchpoint.
2. Reduce Onboarding Friction
Initial onboarding required 6 key information steps.
Through field prioritization and progressive disclosure, we reduced it to 4 critical steps.
33% reduction in onboarding steps.:
This increased onboarding completion rate by an estimated 18%.
3. Improve Transfer Completion & Trust
We redesigned the money transfer flow to:
Show clear review screens before submission
Highlight recipient details prominently
Introduce visual reassurance elements
Improve error recovery patterns
Post-release results showed:
16% increase in successful transfer completion
21% reduction in transaction-related support inquiries
28% improvement in user-reported transaction confidence
4. Increase Funding Feature Adoption
Many users were unaware or unsure about funding eligibility.
We:
Simplified funding qualification explanations
Used clear eligibility indicators
Reduced cognitive load in application forms
Through usability validation, we saw:
Funding application initiation increased by 22%.
Trade-offs
Some compliance requirements required dense information screens
Certain flows required mandatory confirmation screens due to financial regulations
Offline-first design had limitations in real-time validation
Rather than oversimplifying, I designed clarity within compliance boundaries.
Trust > visual minimalism
Outcomes
"Strengthened financial trust through clearer transaction states and transparent funding flows, increasing user confidence by 28% and driving measurable growth in platform engagement."
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