Fintech
Transforming user flows & UX to accelerate goal-setting by 67% on Africa's Pocket Investment Platform
67%
49.4%
60%
The Problem
Africa’s Pocket faced a critical bottleneck: low goal-setting completion rates were slowing user activation, while poor investor retention hindered recurring revenue growth. Users struggled to navigate the platform, delaying their 'aha moment' — the point where they saw clear value in continuing their investment journey.
My Approach
I led a comprehensive redesign of Africa’s Pocket’s core user flows, focusing on two high-impact areas:
Goal-setting journey: Simplified and streamlined the process to remove friction, ensuring users could set and commit to financial goals faster and with greater confidence.
Portfolio dashboard: Transformed the dashboard into an intuitive, motivating experience — providing users with clearer insights into their investment performance, encouraging repeat engagement.
The Impact
🚀 67% increase in goal-setting completion rates — accelerating user activation by helping users achieve early wins faster.
💸 49.4% boost in returning investors — driving repeat investments and fostering recurring revenue.
🏅 60% fewer clicks to set your first goal — streamlined the experience from 10 clicks to just 4, making it easier for users to get started and reach their first milestone faster.
Final designs
Clean UI & better personalisation, helping users create realistic actionable financial plans
🚀 Reduced the number of steps taken to set users first goal, from 10 clicks to 4 clicks.
🚀 Increased flexibility with clear guidance helps users feel in control of their goals and complete the goal setting flow.
🚀 Simple interface to help users focus on what’s important
Key learnings
📖 Guidance vs forced flows
We had a long debate on where to guide vs where to lead users down a mandatory flow. Through this process we thought of creative ways & design techniques to help users easily find information, while allowing them to chose their path. (e.g. carousels, information pop ups, opt out flows)
📖 Don’t over-engineer or ‘over design’ your solution
Sometimes less & simple is the way to go! We are designing a complex problem (financial goal-setting) & believed our solution needed to be sophisticated. Using external experts (Thanks Ashley 👋🏾) talking to users, & looking for inspiration from world class products helped us understand the impact of simplifying & borrowing from designs users are already familiar with.
Trusted by Professionals
They brought the vision and I translated it into a seamless product experience, — without pulling them into the weeds.
It was a pleasure working with you.
You made a significant impact on our website, vastly improving its structure and guiding us on what to prioritize to attract users.
I honestly can't think of anything you need to improve on at this point.
M
Martin
CEO, Senderstack
I've walked with Wangui from curious blank canvas to incredible leader, stepping into her super power. We've worked together for 4 years and Wangui has done a lot! She blossomed when she brought our investment platform to life - she designed, managed engineers, managed partners and put out beautiful communications for our customers.
V
Val
CEO, Africa's Pocket
As a software engineer, I've worked with Wangui bringing various products to life. I've watched her grow & really improve her UX/UI and design thinking skills.
She is thoughtful during dev handoff, which is always much appreciated.
I couldn't recommend her enough.
L
Lennox
Founder, Reduzer Technologies
Your response time was really good, like edits could be made almost real time. Which is good for review and any changes that needed to be made. I think you’re also very keen on hearing what I wanted and brought it to life very well.
Good eye and keen eye to detail. Would recommend 😀
W
Wana
Founder, Blueprint
Your work was and is fantastic, and we're delighted to continue to grow from your insights!
Fully agreed - great design is transformative!
M
Moses
COO, Africa's Pocket