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Revamping Paycell:
A Fintech Transformation Tale

Paycell was catching attention as a trending mobile wallet, aiding people in making payments with their mobile number bills. The introduction of new features in inappropriate locations created confusion over time. The old-school design elements diminished the app's user-friendliness and distanced it from a contemporary fintech ambiance.


I played a vital role in an exciting redesign project for Turkey's leading fintech company, contributing to transforming user experiences and interface functionalities.

My Role

While redesigning the Paycell App, I collaborated closely with two senior designers, focusing on refining information architecture, creating a design guide, enhancing existing features, and introducing innovative functionalities. Alongside a diverse team, I played a key role from ideation to implementation, contributing to new features, refining user experience, and maintaining detailed wireframes.

As the app experience progressed, I was thrilled to ensure a seamlessly user-centric approach, eagerly expanding my responsibilities to embrace the vibrant visual phase.

The Process



Road Map


Target Audience Analysis



Ideation Sessions


Concept Sketches



Information Architecture

Design System

Wireframe & Prototype



User Testing

Improving the UX

01 Discovery

  • We crafted a 24-week design roadmap, encompassing the creation of a design guide, the addition of new features, the preparation of wireframes, and the conducting of user research. This process demanded intense work within a short timeframe.

  • We examined the works of both global and local competitors by selecting and reviewing their projects.

  • We decided on how to translate the target audience analysis results conducted by the research firm into design language.

02 Strategy

  • We organized idea sessions involving product teams, generating concepts and preparing concept sketches based on the ideas generated.

  • We decided on how to translate the target audience analysis results conducted by the research firm into design language.

  • We conducted product-focused design workshops involving all teams.

03 Design

  • We enhanced the information architecture of the Paycell App by seamlessly integrating features such as gifts, campaigns, and coupons into a unified interface. We also introduced an Investments menu to simplify access to all related products. New functionalities like IBAN were strategically positioned within the wallet menu for intuitive navigation. Moreover, we redesigned the page layout for our key feature, "pay with your phone number," to ensure a seamless and user-friendly experience.

  • We utilized atomic design principles to create a comprehensive design system, incorporating elements like type scales, icons, colors, and components. Additionally, we introduced isometric illustrations within the app to infuse a warm and approachable design language, distinguishing us from conventional banking interfaces.

  • We worked on multiple high-fidelity wireframe screens for the same menus. For user research purposes, different screen designs were created for the same features. We conveyed the prototypes the research team.

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04 Validation

  • We prepared screens with different UI elements and flows for the research team and filled out the document with our scenarios.

  • We conducted one-on-one interviews with 12 individuals as part of our research methodology. Tasks were assigned to users regarding the new designs provided as prototypes. We actively participated in all these interviews as observers.

  • We analyzed the research group's report, selected the screens that best suited the user experience, and improved these screens.

  • After completing the designs, we began working again with the research team during the testing phase. We provided the research team with a document containing open-ended questions to understand the value proposition better. We participated as observers during this process.

  • Upon receiving the second user testing report, we identified areas for improvement and made minor adjustments to the screen designs.

  • After completing the development of the screens, we conducted control tests with the development team. We made sure to cover all edge cases and conducted a thorough review of the UI element placements.

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The Final Result

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