App Design

Pay Simple

Pay Simple is an online app for user to shop and pay your bill in Installments.The goal of this project was to design an app that can help solves these problems like notifications for payment, save your products to whistlist and make your own Installments

My Role

Gathering and evaluating user requirements along with Illustrating design ideas using storyboards, process flows and sitemaps and then designing graphic user interface elements

Tools Used:

Figma, Miro, Useberry, Photoshop, Illustrator

Platforms:

Mobile App

GOTO

What was the Problem

Creating a seamless and intuitive shopping and installment payment experience with Pay Simple was no small task. Users needed a hassle-free way to shop, manage their payments, and stay on top of due dates—all within a single, user-friendly app.

The challenge was clear: design an experience that empowers users to set up their own installment plans, receive timely payment notifications, and easily save products to a wishlist—all while ensuring the platform remains secure, efficient, and scalable.

The Roadblocks

User research revealed critical challenges that needed to be addressed for Pay Simple to deliver a seamless shopping and payment experience.

  • 01. Missed Payments & Poor Notifications – Users struggled with keeping track of their installment due dates, leading to late fees and frustration. The lack of clear, proactive notifications eroded trust and financial confidence.

  • 02. Limited Flexibility in Installment Plans – Users wanted more control over their payments, but the existing system lacked customization options, making it difficult to tailor plans to individual financial needs.

  • 03. Wishlist Management Issues – Many users found it challenging to save and organize products, leading to lost shopping opportunities and frustration with product discovery.

  • 04. Complex & Unintuitive User Experience– First-time users found navigating the app confusing, especially when setting up payment plans or managing saved products. A more intuitive and user-friendly design was needed.

The Goal

Wants a hassle-free shopping experience with easy payment options.

Needs timely payment notifications to avoid late fees.

Desires a wishlist feature to save products for future purchases.

Prefers to customize installment plans based on her budget.

Adding personalized experience

Rich & clean visual elements

Quick actions and better heirachy

Minimum menu and layout

Design Process

01 Design Process
UX Methods

User Research, Competitive/ Comparative Analysis, Affinity Diagram, User Persona, Information Architecture, User Journey Map, User Flow, Prototyping, Usability Testing

The first step of the design process involved was to user interviews and desk research to understand how users and competitors behave. As this helps in understanding the user flow and creating wireframes that helps in better understanding.

charandesigner_design_process

Analysiss

02Competitive/Comparative Analysis
Overview

Pay Simple is an online app designed to enable users to shop and pay their bills in installments. The primary goal of the project is to enhance user experience by addressing common pain points such as:

  • 01. Receiving timely payment notifications.

  • 02. Saving products to a wishlist.

  • 03. Creating custom installment plans.

 

Competitor Selection

To evaluate Pay Simple’s market position, the following competitors were analyzed:

01. Afterpay – A popular buy-now-pay-later (BNPL) service offering interest-free installment payments.

02. Klarna – A leading BNPL platform with flexible payment options and a strong user experience.

03. Zip Pay – A digital wallet that allows users to make purchases and pay later with customized installment plans.

04. Sezzle – A BNPL solution focused on interest-free payment structures and responsible spending.

 

Feature Comparison
Feature Pay Simple Afterpay KlarnaZip Zip Pay Sezzle
Custom Installment Plans
Payment Notifications
Wishlist Functionality
Interest-Free Payments
Late Fee Structure Flexible Fixed Fixed Flexible Fixed
Integration with Retailers Limited Extensive Extensive Moderate Moderate
Mobile App Experience Intuitive User-Friendly Highly Optimized Functional Functional

 

Strengths & Weaknesses Analysis

Strengths

1. Offers custom installment plans, allowing users more flexibility compared to rigid BNPL competitors.

2. Includes wishlist functionality, enabling users to save products for later purchases, which is missing in many competitors.

3. Provides flexible late fee structures, which can be an advantage for users who need more adaptable repayment options.

4. Focuses on a streamlined and intuitive mobile experience to enhance user satisfaction.

Weaknesses

1. Limited retailer partnerships compared to competitors like Klarna and Afterpay, which have extensive merchant integrations.

2. Less brand recognition in the BNPL industry, making it harder to attract a larger user base.

3. Potential trust concerns as a newer platform compared to established players with proven reliability.

 

Opportunities & Threats

Opportunities

1. Expand retailer partnerships to compete with larger BNPL services.

2. Enhance marketing strategies to increase brand awareness and attract more users.

3. Introduce AI-driven recommendations for installment plans and shopping suggestions to personalize the user experience.

4. Offer additional financial services, such as credit-building features or savings incentives.

Threats

1. Strong competition from well-established players like Afterpay, Klarna, and Zip Pay.

2. 2. Regulatory changes in the BNPL sector that may impact business operations.

3. User skepticism regarding data security and financial reliability of newer platforms.

Affinity Mapping

03Affinity Mapping
charandesigner_information_architecture

Journey Map

04Journey Map
Stage User Action User Goals Pain Points Opportunities
Awarness Sees an ad or hears about Pay Simple from a friend Understands the app's purpose Uncertainty about app benefits Improve marketing and highlight key benefits
Onboarding Registers an account, sets up payment preferences Easy setup and personalization Lengthy or unclear onboarding Provide a guided onboarding experience
Browsing & Wishlist Explores products and saves items to wishlist Keeps track of desired products Hard to locate wishlist feature Make wishlist easily accessible and provide tooltips
Setting Up Installments Chooses a Product and configures an installment plan Flexible payments Confusion about customization options Provide a step-by-step guide and visual indicators
Checkout & Payment Completes purchase using installment option Successful transaction Complex checkout process Simplify checkout with auto-fill and one-click options
Notifications & Reminders Receives payment notifications Stay informed about due payments Lack of customization in notifications Allow users to set preference as for notifications
Post-Purchase Experience Reviews order history, manages payments Tracks spending and payment progress Difficulty in accessing payment history Improve dashboard usability and payment tracking
Retention & Advocacy Shares experience, refers friends Continuous use and engagement Lack of loyalty incentives Introduce referral programs and rewards

Key Findings

05Key Findings
Overview

The primary goal of the project is to enhance user experience by addressing common pain points such as:

Receiving timely payment notifications.

Saving products to a wishlist.

Creating custom installment plans.

User Needs & Expectations

Seamless Installment Setup guided by step-by-step installment setup with adjustable installment dates based on user preferences.

Quick access to essential features (e.g., wishlist, payment settings, installments).

Clear breakdown of total payment, fees, and due dates.

Ability to set preferred notification frequency

Pain Points & Frustrations

Confusing setup process with limited options for adjusting installment date and there is lack of transparency in total costs and fees.

Wishlist Feature difficult to locate within the app and no reminders or alerts when wishlist items are on sale.

Lack of customizable notification settings.

Irrelevant or excessive reminders.

Strengths

Custom installment plans allow users more flexibility compared to rigid BNPL competitors.

Flexible late fee structures, offering adaptable repayment options.

Streamlined and intuitive mobile experience to enhance user satisfaction.

Flexible late fee structures, offering adaptable repayment options.

Opportunities & Threats

Enhance marketing strategies to increase brand awareness.

Offer additional financial services, such as credit-building features or savings incentives.

Strong competition from well-established players

User skepticism regarding data security and financial reliability of newer platforms.

Suggestions & Enhancements

Simplify the UI/UX for installment setup while provide more flexibility in date selection.

App displays clear, upfront cost breakdowns before finalizing payments.

Introduce personalized notification and add payment calendar feature for better installment tracking

Introduce a ‘Sale Alert’ function for wishlist items that can be shared with friends or family.

Color & Fonts

06Color & Fonts
  • #1F2557
  • #16B3BB
  • #FD7055
  • #F89D1C
  • #373C40
  • #ffffff

Typography

07Typography
charandesigner_typography

On Boarding

08On Boarding
charandesigner_design_process

Final Design

09Random Screens

Thanks

Thanks for your attention

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The goal of the application was Design sprint, User Journey ideation and rapid prototyping for Newspaper App.
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