Flyfish
Platform Redesign
FlyFish, a pioneering B2B Fintech start-up, is dedicated to delivering an exceptional business banking experience tailored for SMEs.
In pursuit of this goal, we have developed responsive designs for the Minimum Viable Product (MVP) release and established a shared design system to be utilised across various digital touchpoints.
Company – Flyfish
Role – Lead Product Designer
Year – 2023
01 Challenge
The objective is to revamp the current platform dashboard designs by pinpointing areas for enhancement in both user experience and visual aesthetics. The existing screens are confusing, cluttered, and lack a clear hierarchy, resulting in insufficient actionable information.
Additionally, the platform must enable small and medium-sized enterprises (SMEs) to perform daily tasks efficiently, such as issuing payroll, assigning credit cards and funds to employees, and managing transactions in multiple currencies globally, including cryptocurrencies.
Existing UI
02 Research
We captured requirements from key stakeholders and product owners and collated best-in-class examples of competitors, analysing their strengths and weaknesses and areas of improvement. The outcome of our workshops defined a clear set of business and user requirements to drive our design decisions, helping us build a best-in-class experience for our customers.
03 Goal
We aimed to overhaul the current designs and establish a cohesive brand and design language across the platform, ensuring consistency across both digital and real-world touchpoints. Our objectives also included creating a simplified dashboard with reduced clutter, employing colour more intentionally, and structuring important information efficiently through clearer calls to action. With these goals in mind, we meticulously worked through multiple iterations of the product, ultimately preparing to launch a functional Minimum Viable Product (MVP) for user testing.
04 Design
The refreshed designs would provide users with a springboard of links and actionable items directly from the dashboard. We aim to utilise every pixel of real estate efficiently, removing unnecessary clutter, and to provide ample breathing room between components for a perfect desktop and mobile experience.
A set of consistent rules and design patterns was also established to create a cohesive design language and an improved set of user flows. These helped reduce the time taken to complete tasks, helping users better understand the platform’s capabilities and significantly reducing their cognitive load.
Proposed design
