Product Flitaa
Flitaa is a mobile-first crypto trading app that helps users buy, sell and manage cryptocurrencies with confidence, approachable for new users and reliable for experienced traders.
Details
- Role
- Associate designer on the redesign, then design lead for the product
- Timeline
- Started 2023. Redesign launched in 2024
- Scope
- Redesign, UX/UI, design system, localisation
- Status
- Live
Problem Crypto overwhelms
A high learning curve, sensitive financial actions and market volatility made trading feel intimidating for people new to crypto.
Solution Calm, trust-first trading
A redesign built on three principles: reduce cognitive load, design for trust, and guide without overwhelming, localised for each market Flitaa serves.
Result A clear relaunch
Relaunched in 2024 with smoother onboarding, predictable trading flows and a scalable design system.
Impact
50k+
Downloads
On Google Play
2024
Relaunch
The redesign shipped and went live
2025
Acquired by Roqqu
To accelerate its entry into East Africa
Context
A mobile-first trading app, rebuilt for clarity.
Flitaa is a mobile-first crypto trading app that helps users buy, sell and manage cryptocurrencies with confidence. The goal of the redesign was to make trading feel approachable for new users while staying powerful and reliable for experienced traders.
Roqqu acquired Flitaa, announced publicly in 2025, to accelerate its entry into Kenya and the wider East African market.
Challenge
Crypto products often overwhelm users.
- A high learning curve for new users
- Sensitive financial actions that demand clarity
- Market volatility that needs clear feedback and states
- Balancing simplicity with depth
Principles
Three principles guided the experience.
- Reduce cognitive load. Buying, selling and tracking assets had to feel obvious.
- Design for trust. Prices, balances and transaction states had to be clear and transparent at all times.
- Guide, don't overwhelm. Users should feel supported as they navigate crypto, not tested.
Solution
A fresh look that keeps people calm while they trade.
The redesign was localised for each market Flitaa serves, with custom branded assets, local language, prices in local currencies, and familiar local payment methods.
- A clear visual hierarchy around prices and balances
- A calm interface that reduces anxiety during trading
- Consistent feedback for every action
- Mobile-first layouts made for quick decisions
Outcome
Relaunched in 2024 as a clear and approachable trading app.
- 50k+ downloads on Google Play.
- Smooth onboarding for people new to crypto.
- Predictable, transparent trading flows that build confidence.
- A scalable design system for future features, and a product ready for Roqqu's East African expansion.