Redesigning Dojah's Web Application
How we improved usability, streamlined navigation, and aligned with a new brand identity—under a tight deadline.
The Challenge
Dojah's web application was functional, but far from optimal. Users struggled with navigation, key features were buried in unexpected locations, and the overall design wasn't conducive to analysis. Compounding these issues was an impending company rebrand, necessitating a complete visual overhaul.
User feedback indicated several pain points:
The Information Architecture was flawed, making it difficult for users to locate important features.
Key compliance and onboarding tasks were often ignored, slowing down business processes.
The filtering system lacked scalability, making it hard to refine searches efficiently.
There was confusion around API environments, leading to unnecessary customer support calls.
On top of this, we had just four months to rethink the experience and ship a polished redesign—all while working remotely.
My Role
Between June 2021 and July 2022, I led the redesign of Dojah's web application, working closely with designers, engineers, product managers, and data scientists. My focus was to improve the visual design, user experience, and navigational flow while ensuring the platform aligned with the company's new branding.
After delivering the first redesign, I transitioned the project to the in-house design team for further iterations. In May 2022, I rejoined the team for a second redesign, collaborating with the Head of Product/Growth to refine the application once more.
Defining Success
Before diving into solutions, we established clear success metrics:
Reduce onboarding and compliance time by more than half.
Improve accessibility of key tasks, such as Easy Lookup, Identity Checks, Onboarding Widgets, and Verification history.
Enhance the overall usability and navigation, ensuring users could complete tasks with minimal friction.
The Process
Fixing the Information Architecture
A deep dive into user data revealed that navigation was a major roadblock. Essential features like product keys were misplaced under "Apps" instead of "Developer Tools," leading to a surge in customer support queries.
To address this, I restructured the entire navigation system, categorizing features into four logical groups:
Main
No-code Tools
Widgets
Settings
This reorganization made features more intuitive to find, reducing user frustration and dependency on customer support.
Think of it like a library—placing a physics book in the science section makes sense, but burying it in the language section would confuse visitors. That was the problem we solved with our new navigation system.
Introducing Quick Actions
User data showed that critical onboarding tasks were frequently overlooked, delaying compliance processes. To counter this, we introduced a Quick Actions tab—an easy-access hub for high-priority tasks.
This new section:
Served as a to-do list for new users, prompting them to complete legal and verification requirements.
Reduced friction by surfacing important features with minimal clicks.
Helped businesses streamline their compliance workflow.
Solving the API Visibility Issue
One recurring issue was confusion around Sandbox vs. Live environments—users would often forget which mode they were in, leading to discrepancies in displayed API and wallet balances. This led to a significant number of customer support tickets.
Instead of a complex fix, I proposed a simple yet effective solution:
A modal with a five-second countdown reminding users which environment they were in.
A dismissible option for those who found it unnecessary.
A "Never be reminded" toggle to cater to experienced users.
Post-implementation, support tickets related to this issue dropped significantly, proving that small UX tweaks can have a massive impact.
Optimizing Filters for Scalability
Filtering is a fundamental feature in any data-heavy application, but our existing solution was rigid and wouldn't scale.
I redesigned the filtering system by:
Collapsing all filters into a single modal, making it cleaner and more adaptable.
Ensuring it could scale effortlessly as new filtering options were added.
This made searches more efficient while preparing the platform for future growth.
Revamping Easy Lookup
Easy Lookup, a feature that allows businesses to search for customer details using regulatory IDs, was clunky and inefficient.
To improve the experience, I:
Redesigned the flow, reducing the number of steps required.
Simplified the form, focusing on the most critical fields.
Improved the results display, making it easier to scan and extract insights.
These changes resulted in a 40% reduction in time spent on customer lookups, a significant efficiency gain for businesses.
Informing Users About the Change
With a major redesign comes the challenge of user adoption. To ease the transition, I introduced a one-time welcome screen highlighting the key updates. Additionally, the marketing team launched a targeted email campaign to prepare users for the new experience.
This proactive approach ensured a smoother rollout, minimizing resistance to change.
Testing & Launch
We conducted multiple rounds of internal and external testing. While feedback was mostly positive, we identified areas where the engineering team needed to fine-tune filters, graphs, and analytics for a seamless experience.
On August 20, 2022, we officially launched the new UI. While engineering refinements continued post-launch, the foundational redesign was complete.
Impact
The redesign led to immediate improvements:
Faster task completion: Users could now navigate the platform with greater ease, reducing friction.
Fewer support tickets: The API visibility fix and better Information Architecture significantly reduced customer confusion.
Streamlined onboarding: The Quick Actions tab helped users stay on track with compliance tasks.
We continue to collect post-launch data to measure long-term success and iterate where needed.
Final Thoughts
This project was more than just a UI refresh—it was about rethinking the experience from the ground up. By listening to user feedback, simplifying navigation, and addressing critical usability issues, we transformed Dojah's web application into a more intuitive, scalable, and user-friendly platform.
Despite tight deadlines and a fully remote setup, we delivered a redesign that not only aligned with the company's rebranding but also made a tangible difference in user experience.