Paycell, A trusted player in digital financial services.

GSM-based mobile communication in Turkey began when Turkcell commenced operations in February 1994. Since then, it has continuously increased the variety of its services based on mobile voice and data communication, as well as on its quality levels, and as a result, its number of subscribers. As of 2015, Turkcell’s target has been to become an integrated communication and technology services player in the region, operating a converged mobile and fixed network platform and offering a wide range of innovative products and services. Turkcell believes that it is important to offer their consumers and corporate customers the full range of our mobile, fixed, and broadband services to meet their expectations. Always at the edge of innovation and transformation, Turkcell created a Payment service: Paycell is a portal for paying popular products or services by using your mobile account or electronic wallet. It is fast, convenient, and secure. You can pay for games, utilities, Internet, TV, fines, repay loans, and deposit money to your account.

Role

Senior UX Designer

Service

UX Design, Experience Strategy, Web and Mobile App

Client

Paycell

Year

2017

Challange

Challenge

Turkcell wanted to create a new mobile financial service to be one step ahead of its competitors. They wanted to create a new system that includes all the innovative functionalities that exist in other mobile payment solutions but also to add new features that simplify its partners’ daily life and business integrating the mobile wallet platform. To sum up, their objective was to create a new digital payment platform to revolutionize the payment perception of all its partners and clients. When Paycell was launched to the market the first time it had an inferior user experience, and the user still felt a significant connection with the telco operation. A redesign of the .com.tr and Mobile App was necessary to communicate the power of the payments platform and change brand perception.

We are redefining the brand strategy and brand belonging in a way to attract Turkcell customers and non-customers to adopt the payment platform, onboard to a new fully redesigned experience both for web and mobile channels.

Role

I worked as a senior UX designer to shape the best experience for digital payment solutions, did research with customers, and looked best practices in the fintech industry from a global scale. We organized stakeholder interviews and facilitated a design thinking workshop to redefined the brand strategy. To shape a simple to use, easy to navigate, and carefully categorized application structure for the end-users, I created many user-flows in line with the business owners and validated them with the users.

Key Learnings

As payment habits are getting digital, fintech companies are creating innovative new solutions that offer benefits to consumers and other sectors of the economy.

I had the chance to gain expertise in this fast-growing fintech industry. I worked to shape a flawless experience of digital payment services such as money transfer, utility bill payments, and acceptance at the point-of-sale.

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The Impact

The payment process was made easy and transparent in a way that users can now enjoy extended functions. Users can complete their transactions in stores by only using their smartphones, convert their cash into Paycell Digital Money, and receive additional offers and advantages from ecosystem partners, enjoy real-time offers and personalized campaign and being rewarded as any other brand can.