Dashflow needed a complete redesign of their SaaS analytics platform — used by 3,000 African SMEs — to improve activation and reduce time-to-value from sign-up to first actionable insight.
What needed solving.
74% of new users never reached the point of generating their first meaningful report. The dashboard had been built by engineers, for engineers — dense, jargon-heavy, and overwhelming for the business owners who needed it most. Data was abundant; insight was absent.
The thinking behind the work.
A 4-week discovery phase with jobs-to-be-done interviews with 24 SME owners across Ghana, Nigeria, and Rwanda. The core insight: these users didn't want data — they wanted decisions. We restructured the entire IA around 'insight cards': curated, plain-language summaries backed by data visualisations. Progressive disclosure was introduced to build confidence gradually.
What we built.
A completely rebuilt SaaS dashboard with insight-first architecture, contextual onboarding, 60+ component design system, mobile-responsive layout, and a reporting engine redesigned around business goals rather than raw metrics. The interface now speaks the language of a business owner, not a data engineer.
The impact.
- Delasie
- Maxwell Attoh
- Nana Yaw Boahene