Pay Z

Studied in-store shopping habits, redesigned the app, boosted checkout conversion, and designed payment terminal

Focused on optimizing conversion funnels for both offline and online user journeys. Streamlined the customer purchase funnel, designed the app interface and a stationary checkout terminal, and evolved the brand’s visual identity and terminal design.

Duration

2019 — 2020
Role

Product designer
Work & Impact
- Designed payment app UI/UX
- Built app-terminal flow
- Tested in-store usability
- Developed terminal design
- Researched shopper behavior
- Created brand identity
- Optimized checkout conversion
Key Highlights
- ₽23 million in funding
- Offline+online flow design
- Product design: digital & physical

Selected clients

Project in media

vc.ru

FRII has already invested 2.5 million rubles in the project initially.

habr.com

The Pay-Z app brings the 'smart store' concept to life by removing the biggest pain point—queues

Rusbase

FRII will invest 20 million rubles as seed funding in Pay-Z, a checkout-free shopping solution for retail stores

Getting Started

How I optimized our design pipeline

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At the start of my engagement, the startup was in an accelerator, where our team met. The product was an MVP. I joined as a consultant but soon took on a broader role, leading the analysis of hybrid online/offline user journeys. This involved scoping requirements for a mobile app, designing customer activation flows, and prototyping the payment terminal's UX/UI.

Files organization

After aligning with developers on Zeplin’s limitations, I spearheaded a full transition to Figma, leveraging its native Dev Mode for seamless handoffs. To streamline workflows:

Standardized template:

Jira-Figma integration: Linked tickets directly to design files via URLs, tagging files with task IDs
File cover: Displayed task name and tags (priority, status e.t.c)
Dedicated pages: "Work in Progress", "Exploration", "Handoff" (developer-ready specs), and "Copy" (for copywriter collaboration)

Impact: Streamlined workflows and ensured cross-functional transparency