Wimpay: Designing the Future of Payments in Algeria.

Before we get started

wimpay™ is a payment solution crafted for the Algerian community, delivering a simpler, quicker, and more secure way to manage daily transactions.

This solution encompasses various services, including remote bill payments via the app, money transfers, and requests among contacts. Most importantly, wimpay offers a contactless payment feature for transactions with businesses referred to as 'merchants.'

Unlike third-party apps, wimpay is a second-party application developed in collaboration with our banking partners, which include five governmental banks and one multinational private bank. It is connected through an interbanking system established by the consortium GIE Monétique, a governmental group that provides electronic payment systems under the oversight of the National Bank of Algeria.

Context

In late 2018, Beyn took a bold step into the world of payments, aiming to create Algeria’s first mobile payment solution. This new service was designed to complement its growing list of fintech projects and offer Algerians a convenient alternative to cash transactions. The goal was clear: provide a smooth and modern way for people to handle payments. But soon, a major challenge appeared.

As the team developed the software, they realized a key issue — there was no interbanking system in Algeria. Without this, each bank operated on its own, meaning customers from different banks couldn’t interact. This made the service less valuable since many people & especially business banks with different institutions.

Determined to solve this, Beyn decided to create its own interbanking system, called Switch. Unfortunately, the project was too complex and resource-heavy, leading to setbacks.

However, Beyn shifted its focus to something more achievable — offering payment services that worked with individual banks, like paying bills. This approach brought some success, with 50,000 downloads and 29,000 active users. While it wasn’t the breakthrough the company had hoped for, it was enough to keep the project going.

Then, a positive turn of events happened. GIE Monétique, supported by the Algerian government, launched the “National Mobile Switch (NMS) ” initiative. This was exactly the interbanking solution Beyn had been aiming for, creating new opportunities to build on their vision of modern payments for Algeria.

That's why we needed to create a new vision.

Challenge

The announcement of GIE Monétique reignited hope for the app’s revival, aiming to replace cash transactions with a superior alternative. However, the legacy wimpay app had become outdated and lost its original purpose due to a shift in focus and reliance on older technologies, limiting its potential.

Acknowledging the need for transformation, the company decided to rebuild the solution from the ground up. This included launching a new brand identity, adopting a modern tech stack, and refocusing on the core values that would shape wimpay’s future.

These were the obstacles we needed to overcome when developing the product:

My Role

When I joined Beyn in late 2022, I took on the responsibility of enhancing the user experience across all our products. I introduced innovative approaches to define a robust user experience and developed the design system for our most valuable product, alongside a comprehensive redesign. I was invited to be part of this new vision with the primary mission being to create Algeria's first mobile payment solution, where I was solely responsible for its user experience.

This journey would not have been possible without the unwavering support of my team. I extend my heartfelt thanks to Nadjib (Chief Marketing Officer), Rahma (Product Business Unit Manager), Ismail (Front-End Developer), Dia Eddine (Mobile Developer), and Abdeslam (Fullstack Web Developer).

These talented individuals were not only my collaborators on various projects but also my companions in this multidisciplinary team tasked with ushering in a new era for payments in Algeria and reviving a dream product for our company.

My roles within the project was the following:

Business Viewpoint

In reality as a company we didn’t perceive wimpay as just a tool to make the users pay in a better secure way, but as an ecosystem that guides the finance life of the Algerian citizen in such way that it removes all the obstacles, fears and hassles that they get through in their day-to-day activities.

Therefore our ultimate goals with the new revamp as the following:

Desk Research

Provided by documents and statistics from GIE as well as our partners, we were able to identify certain patterns on how our people carry their payments all through Desk, and Analogous Research. Which helped us to define certain patterns summarized in the representation below:

Insights

Based on the ressources our partners provided and with collaborating with the Product Manager we highlighted the following insights:

Insights No. 1 : High Cash Dependence and Cautious Digital Adoption

Many still favor cash for most transactions due to ease, habit, and security concerns. Though digital payments are on the rise, cash remains preferred for smaller purchases due to frequent technical issues, mistrust, and limited availability of reliable platforms at merchants.

Insights No. 2 : Younger Generations Are Taking The Wheel

Younger generations are leading the shift toward digital payment solutions, driving widespread adoption for online shopping, services, and peer-to-peer transfers. Their comfort with technology, combined with the convenience and speed of digital payments, is pushing businesses to adapt.

Insights No. 3 : Rising Adoption of Digital Payments Among Merchants

50% of newer merchants are now embracing digital payments, a significant leap from just 20% in 2020. Meanwhile, 80% of large retail corporations have integrated digital payment options, responding to growing consumer demand for convenience and seamless transactions.

Insights No. 4 : Challenges in Digital Payment Adoption for Traditional Businesses

Many traditional businesses are hesitant to adopt digital payment solutions, largely due to a lack of consumer trust. Additional factors such as technical issues and security concerns also create significant barriers, preventing these businesses from integrating alternative payment methods. This reluctance limits their ability to offer customers more modern, convenient payment options.

Opportunities

These insights sharpened our vision, enabling us to narrow our focus on the two key segments that require attention.

User Personas

In our effort to understand the market, we needed to focus on the heart of our product: the user. However, due to legal restrictions imposed on our partners by the National Authority for the Protection of Personal Data (ANPDP), we couldn’t access our user base directly. Instead, our partners gathered the data on our behalf, and we were and translated them into with the following insights.

Customer Insights

Insight No. 1: Comprehensive Payment Solutions for Young Professionals

Many still favor cash for most transactions due to ease, habit, and security concerns. Though digital payments are on the rise, cash remains preferred for smaller purchases due to frequent technical issues, mistrust, and limited availability of reliable platforms at merchants.

Insight No. 2: Addressing User Frustrations with Cash Dependence

The prevalent frustration associated with cash handling—such as security risks, inconvenience, and a lack of trustworthy digital alternatives—presents a significant opportunity. By offering a robust online payment solution that is widely accepted across various merchants.

Insight No. 3: Building Trust Through Robust Support Systems

To alleviate trust issues with governmental and institutional payment solutions, the digital solution must establish a reliable support framework that assures users of effective issue resolution. Enhancing transparency and support can significantly improve user confidence in the platform.

Insight No. 4: Guiding User Spending Habits for Enhanced Financial Control

Users express a strong desire for better management of their spending habits. Incorporating features for transparent transaction tracking, budget management, and gamification of spending behavior can empower users to have greater control over their finances.

Merchant Insights

Insight No. 1: Transitioning from Cash to Digital Payments

Many merchants currently rely on cash transactions, but there is a growing acceptance of digital payments, particularly among newer businesses and large corporate retailers, which presents an opportunity to facilitate this transition by offering a comprehensive digital payment solution that is secure, convenient, and widely accepted.

Insight No. 2: Streamlining Payment Processes for Enhanced Efficiency

Merchants often face challenges with sluggish and unreliable Electronic Payment Terminals (EPTs). By providing a robust online payment solution that allows for quick and seamless transactions—such as contactless payments or QR codes— the solution can significantly improve the transaction experience for both merchants and customers.

Insight No. 3: Building Trust and Reducing Bureaucratic Hurdles

Merchants often have limited trust in existing payment solutions offered by governmental institutions due to bureaucratic inefficiencies. By establishing a trustworthy support system and providing clear communication regarding fees and processes, wimpay can differentiate itself and foster stronger relationships with merchants.

Insight No. 4: Offering Value-Added Services for Merchant Growth

To attract more merchants to adopt digital payment solutions, Wimpay can enhance its offering by incorporating value-added services. This will not only support merchants in growing their businesses but also deepen their reliance on wimpay's platform. By integrating our desk research findings with additional insights from our partners, we developed the following user personas:

Rebranding

Partnering with our marketing agency, who served as our brand strategist across various company products, we were on the verge of creating a new identity for our payment solution.

As a UX representative, I played a pivotal role in guiding the agency to ensure that the rebranding was scalable, user-friendly, and aligned with the needs of our diverse user base. We focused on the following key steps:

The results are presented below:

Analogous Research

With all the information about our users, markets, and brand in place, the next step is to explore how successful fintech companies have designed their mobile payment solutions, the challenges they faced, and how they overcame them. This will help us follow best practices in the industry. Below is a list of products that inspired us in terms of visuals and user experience.

Solutions

CUSTOMER APP

The Wimpay Customer app offers fast, easy digital payments with bold visuals, quick navigation, and contactless options. Its sleek design and engaging microcopy make transactions simple and fun for young users.

Intuitive home screen

The Wimpay home screen is designed for effortless navigation, putting essential actions and recent transactions right at users' fingertips. Its clean layout and minimal steps ensure users can quickly complete tasks, making digital payments feel simple and accessible.

Effortless P2P Transfers

Moving money between friends and family is made simple with peer-to-peer transfers, providing a fast and straightforward way to manage transactions.

Transaction Snapshot

Transaction details in Wimpay are presented clearly, showing key information at a glance. Each entry offers an organized view of dates, amounts, and recipients, so users can easily review and track their payments with confidence.

seamless Scan-to-Pay

Paying in stores can be as easy as scanning a QR code, offering a quick and card-free payment method that fits the fast pace of daily life.

cashier app

The Wimpay Cashier app streamlines transactions with a clean, modern design and an intuitive interface for quick, easy payments, perfect for busy environments.

Insights in Focus

A concise overview of daily operations helps cashiers stay organized and ensures efficiency throughout the workday.

Fast QR Cash Handling

QR code payments offer a modern, secure way to handle transactions, reducing friction and making payments faster and more reliable.

merchant app

The Wimpay Merchant app offers quick, easy digital payments with a vibrant, user-friendly design that helps merchants streamline transactions and elevate customer experiences.

reporting insights

The Merchant reporting feature offers real-time insights into available balance, today’s and yesterday’s revenue, and top five bestsellers, helping merchants track cash flow and popular items at a glance.

Transaction Transparency

Merchants have access to detailed transaction histories, providing them with complete visibility and control over their business operations.

Cashier Setup Simplified

The ability to assign cashiers through the app provides merchants with streamlined management and ensures a well-structured workflow.

Learnings

Based on the resources our partners provided and with collaborating with the Product Manager we highlighted the following insights:

Learning No. 1: UX Takes Many Forms

When I began this project, I strongly believed in the importance of involving users to validate our ideas. Our team worked hard to make this happen, but we faced legal challenges in the banking sector that prevented direct user involvement.

As the project progressed, I found other ways to collaborate with our cross-functional team to improve the user experience. This was confirmed when GIE conducted Usability and User Acceptance Testing (UAT) with a team that had no prior involvement in the project. To my surprise their positive feedback on the user experience showed that effective UX can be achieved through different approaches.

Learning No. 2: Embracing Change for Better Outcomes

This case study shows the process in a straight line, but things were often more complicated. Because the project was unique, we faced many changes in requirements due to technical, business, or legal issues, which impacted our design work. Each change brought new challenges, but I learned something valuable from every one of them. I realized that accepting change can lead to better results, highlighting the importance of being adaptable in design.

Learning No. 3: People as a Spectrum of Behaviors

Through the statistics and qualitative research conducted during our work with wimpay, we discovered that people approach the same task in various ways. This variation is influenced by many factors, including cultural, behavioral, attitudinal, technical, and psychological elements. Recognizing this diversity allowed us to explore different scenarios and develop a solution that is general, modular, and flexible—capable of accommodating a wide range of users in various situations.

Insight No. 4: Systematic Rhythm of Interaction

I learned that design must be systematic, viewing products as part of a larger ecosystem where customers, merchants, and cashiers interact with sensitive data. Each user group has distinct goals—customers seek convenience, merchants desire streamlined operations, and cashiers require intuitive systems.

Understanding these diverse needs within a shared transactional framework deepened my appreciation for the importance of designing with empathy and adaptability. This experience highlighted the critical role that interconnected systems play in fostering user trust and confidence in a payment solution like wimpay.

What’s Next?

As we gear up for our product launch in January, I’m filled with excitement about what’s to come! I can’t wait to see how this payment solution will change the way Algerians handle their transactions.

With features that make payments easier for everyone—customers, cashiers, and merchants—we’re not just launching software; we’re creating a new way of doing things. It’s incredible to think about how people will shift from cash to digital payments, making their lives simpler and more secure.

I’m really looking forward to seeing how our efforts will help people embrace these new tools and transform their daily lives. It’s a rewarding journey, and I can’t wait to witness the positive impact we’ll have on the future of payments in Algeria!