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UX Director

Angira Chokshi

UX/UI Designer

Fabio Luz

+ a talented team of researchers, strategist, project management and dev

Support PayU in their brand transition from a leading payments provider to a global fintech enabler.

The website needed to create a more confident and engaging presence, better reflect the brand transition, position PayU as the market leader for merchants and communicate a growing product offering.


PayU are a leading fintech product and service provider, focused on driving prosperity in emerging markets. We were appointed to design and develop their global websites across 18 markets.


Our goal was to support their brand transition from payment provider to global fintech. Our first step was to do an extensive product review - understand what each section is trying to achieve and what data is relevant based on analytics.


  • Integrating 18 international websites - Each location had its own navigational structure and wasn't tying back to the main corporate brand image. We explored how the Information Architecture can be a solid framework for this moving forward.

  • Use existing data - We had to make sure all the existing data made its way to the new site. There was no copywriting budget and we had to make do with what we had. We divided the sections of content within the team and scanned through what we can keep and what was duplicated and could be removed.

  • Complexity of forms - There were multiple forms that could be accessed from no particular source and none of the fields were consistent. We consolidated all the forms on these 18 websites, made sure the fields were all consistent and had a 3rd party integrate the forms to handle paramounts amount of B2B data.

Understanding the high level structure of all websites and concepts.


Learning about the users from the different regions was extremely important to make sure none of the important data was deleted or hidden. It was also getting insight into the way different regions approach fintech products.

Audience needs in the various markets.


This was one of the most challenging aspects of the project. We had to make sure the framework and navigation worked not only for the main corporate site but across all 17 regions. It needed to work for the product offerings for the users within that region. I defined the structure after a combined knowledge of business goals and multiple conversations with all region heads.

We realised the key was to make it a dynamic ‘living’ platform that can be updated and serve as a framework for local market websites.

High level framework explorations.

Corporate + Regional Sitemap work-in-progress.

Regional Sitemap for Colombia.


For a project this large scale, it was important to introduce a design system for them that could be used by their designers, front end developers and their partners going forward.


We first defined the templates and determined which pages could follow that layout. From there it was designing the modules and the components based on the sitemaps and the content that were going to be used. This was a mobile first approach, making sure everything was flawlessly responsive.

We had multiple discussions with the dev team throughout this process to make sure everything was technically and financially feasible.

Initial concepts of modules and components that will become the Design System.

PayU Design System - Desktop

PayU Design System - Mobile

Some of the wireframes for the master templates.


We were happy to launch the website(s) that reflect a new modern, mobile friendly brand experience with the flexibility to adapt to the regions’ needs.

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