eMaisha Pay is a mobile agri-fintech platform that helps African farmers and agribusinesses manage their finances and access funding. The product had to serve two very different needs: the business needed a platform that met strict banking and regulatory compliance, and farmers needed a highly transparent, intuitive tool that didn't demand high digital literacy. I was responsible for the end-to-end redesign of the mobile experience, with a focus on its core differentiator — designing for absolute financial confidence.

At the center of that was the transaction and funding ecosystem, a set of workflows that lets users manage operational funds, build savings, and apply for credit safely. To design it, I had to rethink how digital banking feels for rural agribusinesses — including how fee transparency is communicated, how savings are explicitly separated from daily funds, and how users recover from failed transfers on volatile networks. I also had to adapt complex KYC (Know Your Customer) compliance guardrails into a new context. Traditional banking apps weren't built for off-grid farmers, so I translated rigid financial systems into an experience that felt safe, accessible, and trustworthy.

Working closely with product managers, engineers, and business stakeholders, I helped drive the core product direction and align cross-functional teams. I advocated for progressive disclosure to reduce cognitive load and shaped everything from the compliance onboarding to the logic of the funding applications. My fingerprints are on every part of the product, from the error recovery states to the core financial journeys.