PayJustNow's Website Reimagined
PayJustNow is South Africa’s leading Buy Now, Pay Later (BNPL) platform, letting customers split purchases into three interest-free instalments. As one of our longest-standing clients, we’ve partnered with them not only on their product design but also on their marketing presence. With BNPL still relatively new in South Africa, PayJustNow needed a marketing site that could build trust and speak effectively to a dual audience of shoppers and retailers.
The challenge was to make the site best-in-class in the BNPL fintech space while clearly communicating PayJustNow’s services to a dual audience. For shoppers, that meant explaining BNPL simply and building trust in a new way of paying. For retailers, it meant showcasing how PayJustNow drives conversion and customer loyalty, all while bringing the bold new brand identity to life in a modern, competitive way.
To solve this ask, we transformed PayJustNow’s website into a bold, industry-leading platform, elevating the brand, amplifying its content, and setting a new benchmark for BNPL in South Africa.
After thorough research and collaborative workshops with the PayJustNow team, we set out to create a fresh new website that could rival its industry competitors.
Building on the bold identity crafted by Parsons Branding, we designed a unique and experiential site that brings the brand to life through delightful micro-interactions, dynamic layouts, and a strong UX foundation, resulting in a marketing presence that is both engaging and best-in-class in the BNPL space.
Understanding the BNPL landscape in South Africa and abroad to benchmark best practices.
Restructuring the site to serve both shoppers and retailers with clarity.
Mapping out user journeys and flows before moving into design.
Applying the bold new brand identity with engaging layouts and micro-interactions.
Art directing and bringing authenticity to the brand with unique lifestyle photography.
The website became an important space to showcase PayJustNow’s extensive network of retail partners. More than a marketing touchpoint, it was designed as a platform where customers could easily explore and connect with the breadth of stores available.
A big part of PayJustNow’s refreshed identity is how it honours the original rainbow mark, a symbol of colour, inclusivity, and energy. In the rebrand, this was reimagined through bold holographic textures, and it was important for us to find a way to translate that spirit into the website.
On the landing page, motion brings these holographic gradients to life, creating a sense of vibrancy and dynamism that reflects the brand’s playful personality while adding a colourful, memorable first impression.
The mobile experience was paramount to this project, with most PayJustNow customers engaging on their phones. We designed responsive interfaces that carried the same bold identity across smaller screens, ensuring content is easy to browse, features are accessible, and the shopping journey feels seamless end to end.
An exciting element of this project was art-directing a three-day custom shoot, where we oversaw everything from detailed shot lists to on-set management, ensuring every moment aligned with the brand. Our goal was to create imagery that felt truly one of a kind, giving the client an identity that was both owned and unmistakably PayJustNow. The concepts were designed to reflect the brand’s playful, unconventional spirit, most notably through the idea of “Split Your Payments, Not Yourself.” To bring this to life, we sourced a set of triplets whose presence added a quirky, memorable edge and tied directly back to PayJustNow’s core product promise.
Visitors are spending more time exploring content across the site, engaging with features and interactive website elements.
The redesigned structure and clearer navigation have encouraged users to browse deeper, resulting in more pages viewed per session and a richer overall experience.
“The team at Estrela Studio are a powerhouse squad of design, UI and UX professionals. Their DNA can be found in our brand for good reason. Smart, dedicated and always tackling each new brief with diligence and enthusiasm. Highly recommended without hesitation.”
