A senior product designer at Payaza Africa is pioneering a research-based approach to fintech and edtech design that puts real-world user needs first
In the bustling landscape of African fintech, where rapid growth often overshadows user experience, Kalu Onyekachi is taking a decidedly different approach. As Senior Product Designer at Payaza Africa—a payment service provider enabling businesses across Africa to process transactions through its gateway—Onyekachi has made data-driven research the cornerstone of solving complex digital problems.
Her methodology stands in stark contrast to the industry norm, where design decisions frequently rest on assumptions rather than evidence. “Most designers rely heavily on intuition and best practices,” Onyekachi explains. “But when you’re designing for diverse markets across Africa, intuition can mislead you. The data tells a different story.”
From blind spots to breakthrough solutions
Onyekachi’s commitment to research-driven design became crystallised during her work on a reading application for visually impaired users—a project that exemplifies her broader philosophy. Rather than relying on conventional wisdom about accessibility design, she immersed herself in understanding the actual behaviours, preferences, and pain points of blind users through systematic observation and testing.
“Traditional accessibility guidelines are often written by sighted designers for sighted designers,” she notes. “When you actually observe how blind users navigate digital interfaces, you discover entirely different interaction patterns and preferences.”
This project revealed the limitations of assumption-based design and reinforced her belief that meaningful solutions emerge only when designers ground their decisions in rigorous user research and behavioural data.
Bridging fintech and edtech through data
At Payaza Africa, Onyekachi applies her research methodology to the complex challenge of financial inclusion across the continent. The company has established a unique position in the fintech space with its range of innovative products and services, but Onyekachi’s role extends beyond creating aesthetically pleasing interfaces to understanding the psychological and practical barriers that prevent users from engaging with digital financial services.
Her background spanning both fintech and educational technology provides a unique perspective on user psychology. “Financial behaviour and learning behaviour share surprising similarities,” she observes. “Both involve overcoming cognitive barriers, building trust, and creating habits. The data from both sectors informs better design decisions.”
This cross-sector insight proves particularly valuable in designing for markets where financial literacy varies significantly. By applying research methodologies from educational psychology to fintech design, Onyekachi helps identify friction points that traditional financial designers might overlook.
The data-first design process
Onyekachi’s approach begins with extensive user research before any wireframes or prototypes emerge. She employs a combination of quantitative analytics, qualitative user interviews, and behavioural observation to build a comprehensive picture of user needs and contexts.
“I spend considerable time understanding not just what users do, but why they do it,” She explains. “In African markets, context is everything. A payment flow that works perfectly in Lagos might fail completely in rural Kenya, not because of technical limitations, but because of different mental models and usage contexts.”
Her process involves mapping user journeys based on actual behaviour data rather than assumed paths, identifying pain points through systematic usability testing, and validating design decisions through measured outcomes rather than stakeholder preferences.
Addressing real-world challenges
This methodology has proved particularly effective in addressing accessibility and usability challenges that affect millions across Africa. From improving mobile payment interfaces for users with limited literacy to designing educational platforms that account for varying internet connectivity, Onyekachi’s research-driven approach consistently uncovers solutions that pure intuition might miss.
Her work demonstrates how proper user research can bridge the gap between technological capability and real-world application—a critical consideration in markets where digital solutions must work for users across vastly different socioeconomic and educational backgrounds.
The future of evidence-based design
As African fintech continues its remarkable growth trajectory, Onyekachi’s approach offers a template for more inclusive and effective digital design. In Africa’s fintech scene, where ambition often outpaces execution, her emphasis on research and validation provides a counterbalance to the rush towards quick market deployment.
“The industry is beginning to recognise that sustainable growth requires products that genuinely serve users’ needs rather than just meeting business objectives,” She reflects. “Data-driven design isn’t just about better interfaces—it’s about creating digital solutions that actually improve people’s lives.”
For Onyekachi, the ultimate measure of success isn’t download numbers or funding rounds, but evidence of real behavioural change and improved outcomes for users. It’s an approach that suggests the future of African tech lies not just in rapid innovation, but in thoughtful, research-based solutions that address genuine human needs.
As the continent’s digital economy continues to mature, designers like Onyekachi are proving that the most impactful solutions emerge when technology development is guided by rigorous understanding of the people it aims to serve. In a field often dominated by assumptions and quick fixes, her commitment to data-driven research offers a compelling path towards more inclusive and effective digital design.
