Elevating the Standard & Educating the Market

Revamping the Mintpay Web Experience

Role

Senior Product Designer (UI/UX)

Timeline

1 Month Sprint

Platform

Responsive Web (Desktop & Mobile)

Team

CEO, Product Manager, Front-End Developer Team

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Audio Description

Business Impact & Outcomes

Accelerated User Acquisition

Significantly boosted app downloads and customer onboardings by translating complex financial concepts into digestible, visual storytelling.

Increased Merchant Conversion

Driven by a newly engineered, dedicated B2B journey that clearly communicated business ROI and partner benefits.

Elevated Brand Positioning

Successfully transitioned the platform from a rudimentary MVP aesthetic to a premium, market-leading brand presence, drastically reducing bounce rates and increasing session engagement.

The Challenge

Mintpay’s business was scaling quickly, but its web presence was stuck in a rudimentary MVP phase. We needed to transform an underperforming website into a high-converting engine capable of driving B2C app downloads and acquiring B2B merchants, while overcoming significant market hurdles:

The Trust Deficit

The "Buy Now, Pay Later" (BNPL) concept was entirely new to Sri Lanka. Users instinctively associated installment plans with the hidden fees and high interest rates of traditional banks and leasing companies, causing them to abandon the site out of skepticism.

High Bounce Rates & Poor IA

The existing site suffered from severe navigational flaws and dense, confusing copy. Without a clear Information Architecture, users couldn't easily find what they needed, leading to cognitive overload and desperately low engagement.

Outdated Brand Perception

The MVP-level aesthetic lacked the premium, secure feel required for a modern financial product. This weak visual identity was actively hurting our conversion benchmarks and making it difficult to attract and onboard top-tier retail merchants.

Strategic Discovery: The Trust Deficit

A deep dive into the UX revealed that the core issue wasn't just visual; it was educational. The "Buy Now, Pay Later" (BNPL) concept was entirely new to the Sri Lankan market. Users were highly skeptical. They intuitively associated installment plans with the predatory interest rates and hidden fees of traditional bank loans or leasing companies. The existing site's dense copywriting and lack of clear navigation failed to alleviate these fears.

Core UX Principle Established

Show, Don't Tell. We weren't just designing a website; we were designing a financial education platform. If a standard Sri Lankan consumer couldn't immediately understand that the product was interest-free and safe, they would bounce.

Navigating Product Trade-Offs

The Conflict: Marketing was hesitant to deviate heavily from the established MVP branding, expressing concerns over the resources required for a visual overhaul and potential loss of early brand recognition.

The Pushback: I argued that to scale consumer trust around an unfamiliar financial product, we needed a premium, mature visual identity. The MVP branding lacked the credibility required to hit our new conversion goals.
The Resolution: I led a comprehensive competitor analysis, showcasing how global fintech leaders leveraged brand identity to build market trust. Armed with this data, I successfully secured stakeholder buy-in from the CEO and Marketing to initiate a complete "Version 1" brand refresh. I guided the team to execute dedicated lifestyle photoshoots and developed a more engaging color palette and typography system to replace the outdated MVP assets.

The Solution & Execution

Robust Search & Filter Architecture

Dismantled the tangled navigation and restructured the IA to clearly separate the Customer (B2C) and Merchant (B2B) journeys. This ensured highly targeted messaging, preventing cognitive overload and providing frictionless pathways for both user types.

Visualizing the Math (Storytelling & Copy)

Stripped away heavy, jargon-filled text and the burden of mental math. I introduced dynamic, visual sample purchase scenarios that clearly demonstrated the interest-free, split-payment model, instantly resolving the audience's primary anxiety.

Scalable Modular Design System

Built a robust, modern component library from the ground up. This ensured UI consistency across the platform and empowered the marketing team to rapidly deploy high-converting promotional landing pages for retail partners without breaking the design system.

Mintpay is a payments platform built to make spending more flexible and rewarding for consumers, while helping merchants grow stronger, more loyal customer relationships.

Visit Live Website

Mintpay is a payments platform built to make spending more flexible and rewarding for consumers, while helping merchants grow stronger, more loyal customer relationships.

Visit Live Website

Mintpay is a payments platform built to make spending more flexible and rewarding for consumers, while helping merchants grow stronger, more loyal customer relationships.

Visit Live Website