Exploring Cross-Industry UX Design: Crafting Impactful Experiences in FinTech, Logistics, and EdTech

In the rapidly evolving landscape of product design, today’s teams are increasingly tasked with delivering experiences that are not just functional but inviting and scalable. Few understand this pressure better than a seasoned UX designer who has navigated the intricacies of FinTech, logistics, HealthTech, SportsTech, and EdTech—often in challenging and early-stage markets. In this discussion, we delve into his insights on what unifies the discipline of UX across various sectors, his thoughts on the future of design, and how to craft products that resonate deeply with users.

1. With experience in fintech, logistics, healthtech, and EdTech, what core UX principles have remained steadfast, and which ones required a fresh approach?

Regardless of the industry, one fundamental truth prevails: users crave simplicity. They want to navigate systems that communicate in clear, straightforward language. Whether it’s creating a payment interface, developing a supplier sign-up pathway, or designing an educational dashboard, the end-user needs clarity. They should always know where they are in the process, what clicking ‘next’ will lead to, and what to expect afterward. A clean design, rapid feedback, and minimized jargon empower users to feel in control rather than adrift.

That being said, each industry presents its own unique challenges, compelling designers to adapt on the fly. For instance, in EdTech, I worked on tools aimed at busy school administrators and learners who were often unfamiliar with even basic apps. This experience reshaped my understanding of what it means for something to be “intuitive.” A seemingly simple task, like watching a short video lesson or clicking on a conspicuous button, can feel overwhelming for those just beginning to explore the digital landscape.

During my time at Waypoint Commodities, I designed dashboards intended to manage high-speed shipments alongside massive orders, ensuring that the data remained accurate and digestible. In my experience in fintech, I learned that sometimes, a little friction can be beneficial. For instance, an additional confirmation message can reassure anxious users that their funds are secure. Thus, the design focus shifts from merely asking, “Is this visually appealing?” to considering, “Is this safe and straightforward for someone concerned about their financial wellbeing?”

Across all fields, consistency and predictability anchor user experience, while accessibility is a non-negotiable principle. So, while the core of UX remains uniform, the specific needs and stakes vary with each context.

2. Share your standout project that integrated generative AI into a communication system. How do you foresee AI transforming the future of UX design, particularly in emerging markets like Africa?

While at Viamo, I had the opportunity to help create a voice menu powered by generative AI, which fundamentally altered my perspective on UX in Africa. Our target demographic wasn’t tech-savvy individuals with the latest smartphones; instead, we were focusing on users with basic phones and smaller screens. This reality compelled us to abandon conventional UX approaches and center the entire experience around articulate, well-enunciated speech.

In that environment, AI became a tool for progress. It allows for conversations that can seamlessly switch between languages and deliver content in local dialects. Such innovations help dismantle barriers created by poor infrastructure, limited literacy, and unstable connectivity. However, this increased power also magnifies the responsibility borne by the designer. Trust, contextual understanding, and raw honesty take precedence over mere aesthetics; this was even before the advent of major voice AI systems.

As AI continues to develop, the focus of good design will transition from mere interfaces to creating dynamic conversations that are aware of individual needs. In emerging markets, this implies designing systems that listen thoughtfully to the rhythms of daily life instead of making assumptions. Meeting these expectations is daunting, yet the potential to make impactful, meaningful changes drives the work forward.

3. You’ve reported impressive outcomes like a 40% reduction in onboarding time and a 30% increase in engagement. What’s your methodology for designing impactful, measurable experiences?

The foundation of every project begins with clear Key Performance Indicators (KPIs). I often sketch low-fidelity prototypes, subject them to rapid testing, and make continuous adjustments until the data showcases improvement. For instance, at Waypoint, we enhanced the onboarding process by marrying DocuSign functionalities with streamlined steps, effectively halving the time necessary for freight and shipment documentation. Subsequently, we monitored task durations and drop-off rates to validate these improvements.

What’s more, collaboration across teams is key. I maintain close communication with engineers to ensure that the code can scale effectively, and I keep stakeholders engaged to prevent mission drift. Weekly reports celebrate wins and identify gaps, maintaining momentum and energy within the team.

Ultimately, effective design transcends mere aesthetics; it should drive results that matter. My approach combines thorough research with agile processes, ensuring that every design decision contributes tangible value.

4. Your role at Viamo saw you designing for AI-powered IVR systems. How do you cultivate a seamless user experience where voice, not visual, prevails?

Crafting for a voice-only interface compels a reevaluation of every decision. Without screens or touch inputs, the clarity, warmth, pace, and rhythm of speech serve as the navigational tools for users from beginning to end.

Initially, we placed ourselves in the mindset of the user, imagining what they anticipate hearing and what responses they might conceivably provide. This informed us to create short, friendly prompts, which were rigorously tested in local languages and dialects. Feedback allowed us to eliminate jargon, ensuring users felt acknowledged and at ease.

Key aspects of our design included natural pauses, repeat options, and clear confirmations—each detail painstakingly crafted to forge a calm and predictable journey. I collaborated closely with engineers on Text-to-Speech (TTS) and Speech-to-Text (STT) technologies, fine-tuning responses to ensure they felt human rather than robotic. Native speakers contributed recorded prompts that transformed mechanical voices into genuine conversations.

Even in the absence of a visual aid, empathy, speed, and trust remained at the forefront of every design decision. Following this methodology, we streamlined multi-step processes into one or two interactions, significantly elevating user satisfaction.

5. Design systems are often hailed as the backbone of product teams. How have you approached building and implementing such systems, and what pitfalls should organizations avoid?

While at FlexiSAF, I spearheaded the introduction of a design system that markedly accelerated our team’s efficiency. Our objective exceeded merely creating a library of components; we aimed to establish a shared lexicon that connected design and code. We began by cataloging the most frequently utilized UI elements, then collaborated with developers to transform those components into reusable assets.

Clear documentation served as the connective tissue of the system. Beyond Figma, we implemented a Storybook and drafted straightforward usage guidelines, enabling both designers and developers to grasp when and how to utilize each element. By aligning the design system with real product needs, the new patterns resonated from the outset.

A common misstep is treating a design system as a one-off project. Maintaining constant updates and securing leadership buy-in is essential. If developers and product managers aren’t brought into the conversation early, the design system risks becoming obsolete. To ensure longevity, we engaged key stakeholders upfront, listened to their challenges, and celebrated incremental successes to build momentum.

In the end, an effective design system should empower teams to produce work more swiftly while ensuring a consistent user experience. If it fails to meet this goal, it may be time to reevaluate what has been built. The ultimate aim is to facilitate collaboration, not bind teams with excessive regulations.

Across various industries, this designer exemplifies that thoughtful UX not only adapts to challenges but also delivers lasting, meaningful impact.

Edited By Ali Musa
Axadle Times International – Monitoring.