KentaPay

UX audit and conversion-focused redesign for a Pan-African fintech platform.

Project hero
UX Designer
UX Audit
Web Redesign
Overview

KentaPay is a fintech infrastructure platform offering payment solutions for businesses, freelancers and financial institutions across Africa. As the platform evolved, new services were added without a clear redesign of the experience, resulting in a dense interface.

Problem Statement

The landing page lacked clear hierarchy and intent-based structure, making it difficult for users to quickly understand the product and find relevant solutions.

Research findings visualization
Goals
Identify friction points affecting:
  • Understanding the platform offering
  • Identifying relevant user pathways
  • Knowing what action to take next
Conduct heuristic UX audit focussed on:
  • Conversion optimization
  • Multi-audience usability
UX Audit

The audit identified key usability and conversion issues across the platform through a structured evaluation process.

Research findings visualization
Audit methodology
  • Nielsen Norman usability heuristics
  • Accessibility review (WCAG principles)
  • Visual hierarchy analysis
Key findings
  • Content density creates cognitive overload
  • Weak visual hierarchy
  • User paths are not clearly defined
  • Accessibility and readability issues
DESIGN STRATEGY

Translating audit into design principles

These principles define the design direction behind InsureCompare.

01

User-focussed offerings

Designed the homepage around user intent rather than internal business categories, allowing visitors to identify relevant solutions faster.

Attention clarity
02

Improving conversion flow

We restructured the page hierarchy to communicate KentaPay's value proposition and guide users toward a clear primary action.

Comparison flow
03

Content clarity

Simplified content structure and introduced stronger visual hierarchy to improve scanability and reduce reading fatigue across long-form sections

Decision confidence
Improvements

Refining the experience through iteration

Multiple iterations were explored to improve clarity, simplify comparison flows, and strengthen user confidence throughout the insurance journey.

Before After
Before iteration 1
After iteration 1
  • Unclear messaging mad ethe value proposition harder to understand.
  • Heavy background graphics created unnecessary visual noise.
  • CTA lacked enough emphasis.
  • Clearer messaging hierarchy.
  • Stronger CTA visibility.
  • Reduced visual noise.
Before After
Before iteration 2
After iteration 2
  • Card layout fragmented user attention.
  • Dense text reduced scannability.
  • Weak hierarchy made content harder to navigate.
  • Improved navigation grouping.
  • Better spacing and content hierarchy.
  • Metrics and media increased engagement.
Projected Outcome

The redesigned KentaPay experience is expected to significantly improve user conversion rates by simplifying and streamlining the overall payment flow, reducing friction during onboarding and checkout processes. With a more structured information hierarchy and clearer visual communication, users will be able to navigate the platform more efficiently, leading to reduced drop-offs at critical stages.

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