Noja App
Cross-platform Business Management Tool
Leading product design on a business management platform used by growing businesses across mobile, desktop, and storefront, and making the whole system hold together.
Enterprise Fintech
Industry
iOS, Android, Web
Platform
Project Overview
Noja is a comprehensive business management platform built for small and growing businesses, covering everything from point-of-sale transactions and inventory to employee access control, debt management, storefront, and beyond. I joined as Lead Product Designer on a team of ten, working across the full product lifecycle with a major focus on post-launch optimisation. Real-world usage had exposed cross-platform inconsistencies, onboarding friction, and prioritisation gaps that were directly affecting conversion and user confidence.
The Challenge
After launch, Noja started receiving real user feedback at volume, and the challenge wasn't that there was too much to fix. It was that everything felt urgent at once. Features working on Android were breaking on iOS. Older devices were surfacing OS-specific bugs. Users were dropping off during onboarding. The App Store listing wasn't converting. In that environment, the most dangerous thing a design team can do is react. Fixing the loudest complaints first, without a framework for prioritisation, produces short-term patches and long-term instability. The product needed structure before it needed solutions.
"Post-launch design is less about perfect screens and more about decision quality under pressure."
My Role & Approach
What I owned
As Lead Product Designer, I owned the design decisions during this critical phase, and more importantly, I owned the prioritisation logic behind them. I worked closely with product, engineering, and QA to translate raw user feedback into a structured action sequence that kept the team focused on high-leverage work rather than reacting to noise.
How I approached it
I built a prioritisation framework based on four criteria: impact on core functionality, frequency and severity of the issue, platform risk, and user trust implications. Every fix we shipped was deliberate, improving long-term product stability, not just clearing the support queue.
The central hub where business owners get an immediate read on their transactions, products, and operations — across both mobile and desktop.
Onboarding redesigned around the real drop-off point
The original onboarding used phone number verification as the primary path. Verification friction at that step was killing completion rates. I introduced email-based onboarding as an alternative, which reduced friction and opened the product to users who couldn't or didn't want to verify via phone. The lesson: onboarding isn't about what feels logical to the team, it's about what the user will actually complete.
Access control built for real business hierarchies
Small businesses aren't flat. There are owners, managers, and staff; each with different levels of trust and different things they should be able to do. The Employee & Access Control system I designed lets business owners define roles and permissions with precision, including a desktop matrix that makes the full permission structure visible at a glance. This is the kind of feature that separates a toy product from something a real business can depend on.
POS terminal designed for speed, not just accuracy
A point-of-sale terminal has one job: get the transaction done. Every additional tap, every unclear label, every moment of hesitation costs the business owner real money during busy periods. The desktop POS strips the flow to its essentials; clear product selection, payment type, confirmation, while still handling split payments and multiple payment methods underneath. The surface is simple. The system handles the edge cases.
Debt management as a first-class business tool
Most business tools treat debt tracking as an afterthought; buried in reports or tagged onto transactions. I designed Noja's debt management as a standalone, dedicated flow because for the SMB owner, knowing who owes you money is as important as processing a new sale. Making it first-class signals that Noja understands the full financial reality of running a small business, not just the transactional moment.
Storefront as the bridge between physical and digital
Noja gives merchants an online storefront connected to the same inventory and catalog they manage in the app. Designing the storefront meant thinking across two breakpoints — desktop and mobile web — and ensuring what a merchant sets up in their dashboard translates cleanly into what a customer sees when they visit the store link. The challenge was maintaining visual coherence across the merchant-facing product and the customer-facing output without making the merchant do extra work.
Outcomes & Reflection
Noja is live and in active use. The directional improvements are real, improved cross-platform stability, higher onboarding completion, better App Store conversion, and a product that business owners can depend on across devices and sessions.
The number I don't have is the one that matters most: how many business owners got through onboarding after we shipped the fix. That data existed somewhere in the product analytics, I just didn't have access to it. If I were doing this again, I'd push for instrumentation earlier, not as a post-launch concern but as a design prerequisite.
What this project taught me about design leadership: when everything is on fire, the most valuable thing you can do isn't design faster, it's decide better. The prioritisation framework we built wasn't glamorous work. But it's what made everything else possible.
