The financial technology landscape of Africa is rapidly evolving, and user experience (UX) has proven to be a vital factor in driving fintech success. Gideon Adeyemi, a UX and product-building expert, has been a pioneer in driving this transformation. With his leadership in UX design for products like Pennee, COVr, and Gemspay, Gideon has redefined user experiences in lending, agency banking, and payment processing, showing how UX can fuel product success.
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Expanding Financial Access through User-Centered Design
One of the significant challenges in Africa’s financial sector is reaching underserved populations who lack access to traditional banking services. COVr Branchless tackled this issue head-on by designing an intuitive multiplatform interface adaptable to web, mobile, and point-of-sale (POS) systems. The platform’s UX design focused on simplicity and accessibility, ensuring that users with varying levels of digital literacy could easily navigate the services.
By conducting extensive user research, it was identified that the common pain points among potential users are technology literacy, internet coverage, complex interfaces and unclear instructions. These problems were addressed by the implementation of easy-to-use USSD services with very few steps, Point of Sale (POS) app designs to ensure the assistance of an agent in required cases, and multilingual support across these platforms. This user-centred approach enabled financial institutions to offer services like withdrawals, transfers, and bill payments to new user groups significantly enhancing financial inclusion in underbanked areas.

Streamlining Payment Processing with Predictive UX Strategies
Payment processing is a critical component of financial technology, serving as the backbone of daily business transactions. However, due to poor user experience, it often becomes the most frustrating part of a user’s interaction with fintech products. In-depth user research and usability testing of existing payment processors revealed that while users valued speed and efficiency, they were frequently hindered by unnecessary steps and complex procedures. Recognizing these challenges, Gemspay decided to revolutionise payment processing by implementing proactive UX strategies that anticipate user needs.
Gemspay streamlined the user experience of payment processing by reducing the number of required actions and automating routine tasks. Features like auto-fill forms, predictive text inputs, beneficiary suggestions, and real-time error detection were integrated to minimize user effort and enhance transaction speed. Security remained a top priority; the UX design included clear indicators of secure processes and intuitive authentication methods. This balance between ease of use and robust security protocols resulted in a frictionless experience for businesses processing payments across multiple channels.
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Optimizing Lending Processes for MSMEs
Micro, Small, and Medium Enterprises (MSMEs) in Nigeria often face hurdles when accessing credit due to cumbersome application processes and stringent requirements. Pennee (now known as Yana) addressed these challenges by overhauling its UX design based on comprehensive user research and continuous feedback. The team conducted interviews and surveys with entrepreneurs to pinpoint the stages where users were most likely to abandon the application process.
Findings revealed that the Know Your Customer (KYC) and Know Your Business (KYB) procedures were significant drop-off points due to their length and complexity. To combat this, the team simplified these stages by integrating automated verification services for instant verification of certain requirements, breaking down forms into manageable sections, providing clear instructions, progress indicators, and an ability to save progress and resume later. Visual cues and tooltips were added to assist users in real time, reducing confusion and frustration.
Additionally, by designing intuitive dashboards that enable business owners to effortlessly track their credit applications and repayments, the UX of the loan management feature ensures they stay informed about their loan history. To address the issue of repayment awareness, Pennee implemented automated reminders, a repayment email service, and calendar integration to enhance the repayment communication experience. By focusing on users’ needs and simplifying the credit management process, Pennee provided a seamless credit experience that empowered Nigerian entrepreneurs to concentrate on growing their businesses rather than navigating financial and administrative obstacles.
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The Power of User-Centered Design in Fintech
These case studies underscore the transformative impact of UX in Africa’s fintech industry. By placing users at the centre of the design process, fintech companies are not only improving individual platforms but are also contributing to a more inclusive and efficient financial ecosystem. Key strategies that have driven this success include:
Extensive User Research: Engaging with users through interviews, surveys, and usability testing to understand their needs, preferences, and pain points.
Simplification of Complex Processes: Breaking down intricate procedures into straightforward, manageable steps to enhance usability.
Proactive Design Strategies: Anticipating user actions and automating routine tasks to streamline interactions and reduce effort.
Accessibility and Inclusivity: Designing interfaces that cater to users with different levels of digital literacy and access to technology.
Balancing Security and Usability: Implementing robust security measures without compromising the user experience.

Shaping the Future of Fintech in Africa
The emphasis on UX is reshaping Africa’s fintech landscape by driving innovation and fostering financial inclusion. By learning from real-world applications like COVr, Gemspay, and Pennee, other fintech companies can adopt user-centred design principles to create products that genuinely meet the needs of African users.
As the industry continues to evolve, the role of UX will become increasingly significant. Designers and product teams must prioritize understanding their users, embracing flexibility, and committing to continuous improvement. This approach not only enhances product success but also contributes to the broader goal of making financial services accessible to all.
At the forefront of these transformative UX strategies is Gideon Adeyemi, a prominent figure in Africa’s UX and product development community. With a commitment to data-driven and user-centred design, Gideon has influenced the success of multiple fintech products across the region. As a mentor to hundreds of budding product designers, he has shared his expertise to nurture the next generation of UX professionals. His approach emphasizes the integration of user research and digital innovation as fundamental components of impactful digital experiences, setting new standards for inclusivity and accessibility in the industry.[ad]