IcPay

Overview

IcPay is a fintech offering digital business accounts, cards and payments. I worked with the company across two periods between 2020 and 2025: first as its sole designer, creating the brand and website that positioned a young company in front of customers and investors; then, after returning as Senior Product Designer, designing the product itself — the desktop and mobile banking experience and the design system underneath it.

The Design Challenge

A young fintech asks people to trust it with their money, so design had to carry a lot of weight:

• Two audiences at once. The brand and website had to convince customers deciding whether to trust IcPay with their money, and investors deciding whether to back it.
• From brand to product. After the website, the company needed a working financial product on desktop and mobile — designed from the ground up, not adapted from the marketing site.
• Security without friction. Core financial flows had to respect security and compliance constraints while still feeling simple to a first-time user.
• Consistency that scales. With a small team shipping fast, the product needed shared foundations so new features stayed consistent as it grew.

My Role

2020–2021 · Product Designer, sole designer on the project

• Ran the rebrand end to end, defining the new visual identity and the guidelines that kept it consistent across every surface.
• Rebuilt the website’s information architecture, then took it through wireframes and prototypes to final UI, owning design direction across concurrent projects.
• Established the first shared UI foundations — type scale, color tokens and reusable components — that later became the basis of the product’s design system.

2022–2025 · Senior Product Designer

• Led the redesign of the product interface for desktop and app, covering discovery, information architecture, flows, prototypes and production-ready UI.
• Designed core financial flows, balancing security and compliance constraints against a first-time user who needed the product to feel simple.
• Built and maintained IcPay’s design system as a product — components, tokens and usage guidelines — and tracked UX metrics on priority flows to sequence iterations rather than argue from opinion.
• Applied accessible design throughout — contrast, focus states, hierarchy and touch targets — across desktop and app.

What I Brought

Working with the same company across two periods meant I could carry decisions all the way through: the foundations I set up for the brand and website became the starting point for the product’s design system, so the experience stayed coherent from the first visit to the website to daily use of the account.