At a glance.
Pay10 — Building a Borderless Payment Experience
Designing a scalable, secure, and frictionless global fintech ecosystem.
- Client
- Pay10 Global
- Year
- 2024
- Category
- Fintech Banking
- Location
- Dubai, UAE
Overview
Pay10 is a global fintech company redefining how people and businesses move money across borders. The challenge wasn't just about payments — it was about trust, speed, and seamless global interoperability. We partnered with BlockNova to design an experience that feels as borderless as the product itself.
- Simplify complex global payment flows
- Increase transaction success rates
- Enhance user interface for better navigation
- Implement real-time error monitoring
- Optimize backend processing speed
- Expand payment method options
Challenges
Global payment platforms must balance regulatory complexity with user simplicity. The existing product buried critical actions under layers of navigation, and onboarding asked users to commit before they understood the value. Our job was to untangle the experience — making cross-border transfers feel as intuitive as sending a message, while preserving the security and compliance the product demands.
Solution strategy
We mapped the entire payment lifecycle — from first touch to recurring transactions — and identified the moments where users hesitated. By restructuring information architecture around user intent rather than backend modules, we reduced the steps to complete a transfer by 40% and introduced progressive disclosure for advanced features.
Brand research
Deep competitive analysis and stakeholder workshops revealed that trust signals — licensing badges, real-time status, transparent fee breakdowns — were the primary conversion drivers. We translated these insights into a warm, orange-led visual language that feels approachable without sacrificing institutional credibility.
Typography
The brand's new visual identity features thoughtfully chosen colors and typography, designed to convey a modern, approachable, and confident aesthetic that embodies its core values.
Outfit
Outfit
Color
Main logo
Internal meetings
User interview
User journey
Initial Layout
Final Layout
Clarity over Complexity
In a domain as intricate as digital payments, simplicity is not a luxury—it's a necessity. We prioritized clarity by reducing cognitive load at every interaction point.
More screens
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