TimeLINE
Oct - Dec 2020
(7 weeks)
CLIENT
Paga
Role
Product Designer
Creative Designer
Research
Tools
Figma
Adobe Suite
Blink
Asana
Overview
Paga, as a leading fintech platform, needed to scale its digital presence. The existing website required a strategic overhaul to better serve and engage diverse customer segments across different regions.
Objective
Redesign Paga.com to create a scalable and localized platform that would improve overall engagement and conversion rates.
Updated web page
Paga, as a leading fintech platform, needed to scale its digital presence. The existing website required a strategic overhaul to better serve and engage diverse customer segments across different regions.
Strategic Briefs & Stakeholder
Alignment
Collaborated with business stakeholders to translate high-level strategic goals into actionable design and marketing solutions.
User & Market Research
Used field interviews and heuristic audits of the legacy system to understand user pain points and inform the new design.
Prototyping & Communication
Created Figma prototypes to communicate features and gather feedback from tech, sales, and executive teams, ensuring alignment across the organization.
Implementation & Management
Managed the design process across multiple business verticals to ensure an integrated final product.
Strategic Briefs & Stakeholder Alignment
Partnering with business stakeholders to bridge strategic intent and executional clarity, the work began with translating high-level organisational goals into focused design and marketing briefs. Heuristic and competitive analysis informed each decision — ensuring the brand's value proposition, tone of voice, and visual identity were expressed with consistency and purpose.
Key Insights
Contextually aware navigation
Competitor analysis revealed that fintech websites prioritize giving users all site navigation options on the top menu for optimal user experience.
User trust
Identified a key weakness: the lack of business partner affiliations on the website. This was a critical opportunity to build user trust by showcasing partnerships.
Value proposition clarity
Competitor analysis revealed that fintech websites prioritize giving users all site navigation options on the top menu for optimal user experience.
The Solution & Impact
Navigation
The website redesign was a strategic initiative to create a scalable platform that catered to distinct user segments, ensuring a seamless and targeted experience for each one. This approach helped us clarify our value proposition and improve user engagement.
For Everyday Consumers: We created a dedicated Personal section to streamline the core user flows. This redesigned section made it easier for everyday consumers to send/receive money, pay bills, and buy airtime, which was critical for boosting our daily transaction volume.
For Agents: The new Agents section was designed to solve a key business problem: the inefficient onboarding of prospective agents. By providing all the necessary information, benefits, and contact details online, we eliminated the need for agents to visit headquarters, which significantly reduced onboarding time and improved our agent acquisition funnel.
For Business Partners (B2B): We developed a dedicated Business section to serve as a resource for B2B partnerships. This allowed us to showcase our tailored solutions for companies and create a clear channel for driving business growth.
For Developers: A comprehensive Developers section was established to support API integrations. This provided developers with the necessary tools and documentation to build on our platform, fostering a developer ecosystem and expanding our service offerings.
The Solution & Impact
User Trust
Clarify the core offering
Rephrase the website's initial messaging to focus on Paga's tangible services and products, rather than just a high-level vision. This immediately answers the question, "What do they do?".
Customers accessing the website through a laptop/desktop can follow the mobile app link, and will be redirected to a dedicated splash screen. This screen provides two convenient options:
Consumers can either scan a QR code to download the app directly
Enter their phone number to receive a link via text message. This feature bridges the gap between desktop and mobile, offering a seamless transition for users to access the app while enhancing convenience and ensuring a smoother onboarding experience.
Regional pages were also included to help us keep track of users that are interested in Paga services once they are available in their regions.
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