Case Study - Fintech

Intellipay - Designing a cohesive fintech experience across web, brand, and product touchpoints

Intellipay is a fintech platform providing payment and EPOS solutions for small to medium-sized businesses. The engagement began as a website redesign and evolved into a broader initiative to unify the user experience across web, marketing, and product touchpoints.

Client

Intellipay

Industry

Fintech / Payments

Scope

UX, Web, Brand, Product

Collaboration

Hydro

homepage

The Challenge

The experience lacked cohesion across every layer

Before the redesign, the experience lacked cohesion across multiple areas. This created friction for users trying to understand what Intellipay offers and whether it was the right fit for their business.

Unclear value proposition at first touch

Fragmented experience across website and marketing assets

Overly complex or unclear product and pricing communication

Weak trust signals for a financial product

Disconnected journey from discovery to decision

The Approach

A unified UX and visual system across every touchpoint

Rather than solving individual design outputs separately, the project focused on designing a unified UX and visual system that aligns every user touchpoint - from homepage to product interface. This ensured consistent messaging, clear product understanding, stronger credibility, and a scalable foundation for future growth.

Clarify the value proposition

The hero section was designed to immediately communicate a simple, practical message - focused on real business benefits rather than abstract fintech language.

Introduce trust early

To reduce hesitation - especially important in financial products - trust signals were embedded at the start of the experience, before users explored deeper.

Structure product discovery

Instead of a generic solution overview, the experience was structured to break down terminals into clear options with card-based layouts for easy comparison.

Extend across every channel

The visual system was extended into marketing assets, brand collateral, and product interface elements to maintain consistency across all touchpoints.

The Work

A full website experience - designed end to end

The engagement covered the complete Intellipay digital experience, including website redesign, marketing assets, and brand consistency across customer touchpoints. The focus was creating a clearer, more modern fintech experience that improved trust, usability, and communication.

Website redesign across key marketing and product pages

Simplified pricing and product communication structure

UI/UX improvements focused on clarity and conversion

Brochure and sales collateral design

Social media assets, LinkedIn banners, and branded content

Email signatures and supporting marketing materials

Consistent visual system applied across all channels

homepage
terminals page
virtual teriminals page
partners page
e-commerce solutions page
pricing page
about page
contact us

Website Experience

Six pages. One coherent experience.

The homepage was treated as the primary entry point and decision-shaping layer, while each solution page - Terminals, EPOS, Virtual Terminal, E-Commerce, and Partners - was designed to support a clear, consistent journey from discovery to action. Rather than designing pages independently, the focus was on building a shared UX and visual system that scaled across every page.

Six pages. One coherent experience.

Website Experience

PAGES COVERED

Homepage - UX strategy & conversion flow

Terminals - product discovery & comparison

EPOS - solution positioning & feature layout

Virtual Terminal - simplified onboarding UX

E-Commerce - integrations & trust-led layout

Partners - partnership path structure & CTA

UX Strategy

Conversion design

Visual System

Information architecture

pricing ux

The Challenge

Supporting optimisation - pricing experience

The experience lacked cohesion across every layer

As part of the broader experience, the pricing page was simplified to reduce friction in decision-making. The page was reduced to two clear pricing tiers with improved comparison clarity, modelled after proven SaaS patterns - ensuring a smoother transition from interest to decision.

Pricing architecture

Tier simplification

CRO

Marketing & Brand System

Marketing experience & brand assets

To maintain consistency across external communication, the visual system was extended into marketing assets and formal brand materials - including email campaigns, LinkedIn posts and banners, corporate brochures, letterhead, and a PowerPoint presentation deck. This ensured consistent messaging across channels and stronger brand credibility in client interactions.

LINKEDIN VISUALS

linkedin covers

brochure

brochure

powerpoint deck

outcome

The Work

A scalable foundation for clarity, trust, and growth

The result was a cohesive experience system that aligned every user touchpoint - from homepage to product interface. Intellipay now communicates its value clearly, builds trust consistently, and has a design foundation built to scale.

Clearer value proposition

Clarify the value proposition

Visitors can quickly understand what Intellipay offers and how it supports their business.

Improved user journey

Introduce trust early

A structured flow guides users from discovery through to decision, reducing friction at every stage.

Stronger trust signals

Structure product discovery

Trust is embedded across the experience, supporting confident evaluation of a financial product.

Consistent brand presence

Extend across every channel

A unified visual language across web, marketing, and product creates a coherent brand experience.

Scalable design foundation

Extend across every channel

The system is built to accommodate future product and marketing growth without starting over.

Aligned internal experience

Extend across every channel

Custom iconography and staff interface elements maintain consistency between internal tools and the public brand.

The Challenge

The Challenge

The Challenge

The experience lacked cohesion across every layer

The experience lacked cohesion across every layer

The Approach

The Approach

The Approach

A unified UX and visual system across every touchpoint

A unified UX and visual system across every touchpoint

Clarify the value proposition

Clarify the value proposition

Introduce trust early

Introduce trust early

Structure product discovery

Structure product discovery

Extend across every channel

Extend across every channel

The Work

The Work

The Work

A full website experience - designed end to end

A full website experience - designed end to end

homepage

terminals page

virtual teriminals page

partners page

e-commerce solutions page

pricing page

about page

contact us

Website Experience

Six pages. One coherent experience.

Six pages. One coherent experience.

Website Experience

PAGES COVERED

PAGES COVERED

pricing ux

The Challenge

Supporting optimisation - pricing experience

The experience lacked cohesion across every layer

Marketing & Brand System

Marketing & Brand System

Marketing experience & brand assets

Marketing experience & brand assets

LINKEDIN VISUALS

linkedin covers

brochure

brochure

powerpoint deck

outcome

The Work

A scalable foundation for clarity, trust, and growth

A scalable foundation for clarity, trust, and growth

Clearer value proposition

Clarify the value proposition

Improved user journey

Introduce trust early

Stronger trust signals

Structure product discovery

Consistent brand presence

Extend across every channel

Scalable design foundation

Extend across every channel

Aligned internal experience

Extend across every channel