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Position:

Lead UI/UX Product Designer

Project:

Embedded Lending Checkout Flow

Company:

Newpay (via DEKO Pay)

Overview

Newpay’s BNPL product required UI refinement, modular restructuring, and integration into DEKO’s design system to improve consistency, scalability, and user engagement. As the product evolved, legacy components and inconsistent patterns introduced friction across both the user experience and internal workflows.

The initiative focused on enhancing UI clarity, improving usability, and increasing conversion efficiency, while aligning the product with a system-driven approach to support scalable growth.

Objective

  • Improve visual consistency and usability across the application journey
  • Modularise screens for scalability and maintainability
  • Integrate Newpay fully into the DEKO Design System
  • Support improved conversion through clearer structure and interaction patterns
My Role

As Lead UX/UI Product Designer, I:

  • Drove the UI refactor strategy in collaboration with Product and Engineering
  • Defined system alignment priorities within sprint planning
  • Led the migration of legacy UI into token-driven system components
  • Created high-fidelity prototypes to validate enhancements
  • Supported development through documentation and implementation QA

While Product owned commercial targets, I ensured design decisions aligned with roadmap objectives around conversion, scalability, and brand cohesion.

Splash Screen improvements
Splash Screen Improvements
WIQ Success Screen improvements
WIQ Success Screen Improvements
Screen 1
Screen 2
Screen 3
Screen 4
Screen 5
Screen 6

Application Journey Optimisation

Key flows refined included:
  • Splash and onboarding
  • WIQ (Will I Qualify) eligibility flow
  • Offer results and comparison
  • Identity confirmation
  • Purchase confirmation
  • Terms and Conditions e-signing
Improvements focused on:
  • Clearer hierarchy of financial information
  • Reduced cognitive load in multi-step forms
  • More intuitive progression indicators
  • Better contextual guidance

Design Strategy &
Execution

Building a Scalable Foundation

I established the design system foundations by creating structured tokens and reusable fintech components with Figma Variables, enabling consistent, scalable experiences and a shared language between Design and Engineering.

Modularising the Experience

Legacy screens were deconstructed into reusable modules.

This allowed us to:

  • Identify UI inconsistencies and usability friction
  • Remove redundant design patterns
  • Improve maintainability
  • Increase sprint efficiency

Each page was rebuilt using reusable components, enabling faster iteration and cleaner implementation.

Design System Integration

Migrating Newpay into DEKO'S ecosystem required:

  • Aligning interaction behaviours
  • Standardising component definitions
  • Replacing legacy styles with token-driven variables
  • Ensuring compatibility across merchant integrations

This transition strengthened scalability and reduced design drift across products.

Visual
Enhancements

Icon System
  • Standardised four sizes
  • Introduced single-colour, token-based styling
  • Improved clarity and visual harmony
Illustration Framework
  • Defined dual-size system for headers and content sections
  • Improved onboarding comprehension and product guidance

Supporting Sales Enablement

Produced demo-ready prototypes for stakeholder and Sales use.

Outcomes & Impact

The redesign and system integration delivered measurable product improvements while strengthening long-term scalability across the ecosystem.

  • Improved visual consistency across the product ecosystem
  • Reduced UI implementation inconsistencies across teams
  • Faster iteration cycles enabled by modular, reusable components
  • Estimated uplift in application progression through clearer eligibility and offer comparisons
  • Stronger alignment between Newpay and DEKO'S broader product suite
  • Transitioned Newpay from a partially legacy UI to a scalable, system-aligned product
  • Reduced long-term design debt and improved maintainability
  • Improved cross-team collaboration between Design and Engineering
  • Strengthened DEKO’s embedded finance offering

The modular system also provided a scalable foundation for future feature releases and merchant expansion.

This work contributed to Newpay receiving the Alternative Payments Solution award at the Retail Systems Awards 2023.

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