An App Redesign Built for Discovery
PayJustNow, South Africa’s leading Buy Now, Pay Later (BNPL) platform, lets customers split purchases into three interest-free instalments. As one of our longest-standing clients, we’ve worked closely with their team to evolve the app to meet a growing market. Moving beyond payment management and checkout, our goal was to help shape a platform that could grow into a competitive marketplace and enrich their customers' experience.
BNPL in South Africa is a rapidly growing yet relatively uncharted space, which placed PayJustNow in a position to lead the way. The challenge was to evolve their app into a competitive, feature-rich product experience while setting a new standard for local fintech design.
To build a product that truly stood apart from its competitors, we set out to rival the biggest international brands and apply global best practices within a uniquely South African market. Through multiple iterations, research, testing, and the creation of a scalable design system, we aided in restructuring the app’s overall UI, navigation and content structure to create a richer brand and deal discovery experience.
Having worked alongside Parsons Agency during their exceptional rebrand of PayJustNow, one of our key roles was to translate the bold new identity into the app experience. We focused on creating a competitive UI that gave customers a clear window into the brand, while elevating the shopping journey with a multilayered Discover page that integrates featured deals and partner brands, offering a snapshot of everything PayJustNow has to offer.
A key component of the UI redesign was honouring the new brand at every touchpoint. This meant carefully crafting a consistent icon pack that stayed true to PayJustNow’s identity while remaining highly functional and globally accessible.
Categorisation was a key usability feature we built into the app, enabling us to surface the most relevant features, brands, and deals in a way that made the experience feel personalised and silky smooth to navigate.
The average time spent on the site increased from approximately 1 minute and 15 seconds to approximately 1 minute and 47 seconds.
The average time spent on the site increased from approximately 1 minute and 15 seconds to approximately 1 minute and 47 seconds.
“The team at Estrela have been amazing and critical to our UI/UX journey, they challenge our thoughts for the better and have allowed us to become South Africa’s fastest-growing Buy Now Pay Later platform. I cannot recommend them enough.”
