FinTech UX and UI design

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Transforming the way people pay by creating world-class UX for a UAE fintech start-up.


Postpay, a UAE-based startup, allows customers to buy now, pay later with no interest and no fees. With hundreds of partners, their goal is to transform the existing retail status-quo by offering straightforward and accessible financial products to customers, while simultaneously creating true value for retailers.

Business need

Postpay came to us with an idea, to create a buy now, pay later solution, providing customers and retailers with a great user experience, tailored for the region, and based on best practice.

Their primary goal is to create a world-class user experience for their new checkout solution, changing the way people shop in the UAE, specifically among millennials who are used to shopping online and require flexibility in payment options.


While the buy now, pay later concept is not new, it was new to the region.

When we started the project, we spoke with people to understand what they wanted from a buy now, pay later solution and wanted to understand their buying habits in this region specifically.

We conducted competitor research activities to understand the in-store experience for Quadpay, Afterpay, Clearpay and Klarna customers in the US and UK markets, recruiting users specifically in these markets, and ran an end-to-end shopping experience exercise, initiated from digital and concluding with in-store.

The fun didn't stop there. In parallel, the Dubai team reviewed Tabby, a competing buy now, pay later fintech startup, to understand their business model and user experience.

We delivered the project in three phases including the website design, the UX flow for the payment method from a merchant website, optimisation of the landing page with relevant the information architecture and entry points, and created a dashboard UX/UI for end-users and a dashboard UX/UI for retail merchants separately.

Being a UAE-based business, we wrote the Arabic copy and translations of the website, and finally, designed the app to allow for POS use.


We delivered a very simple and easy user experience to improve engagement and acquisition for both B2C and B2B audiences.

We engaged in a comprehensive UI/UX project with Digital of Things and really strongly recommend them. They have a deep understanding and expertise in UX which is unsurpassed in the region. Any business that takes their UI/UX seriously should definitely reach out to Digital of Things! - Tariq Sheikh - Founder & CEO
Postpay mobile app

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