CASE STUDY
Transact Anytime, Anywhere
Y.C. Pay is a software company that develops mobile payment applications for small businesses. Y.C. Pay provides services and business solutions to its partners in different parts of the globe. The Y.C Pay applications helps small businesses to automate and accept different types of payment method with ease.
My mission? Help Y.C. Pay develop their own brand, increase brand awareness, and establish their online presence. These will lead to acquire more clients and partners plus business growth.
Our approach needed to be comprehensive and cohesive, impacting customer touchpoints from every visual identity to online experience and everything in between.
CHALLENGE
Position the brand to be one of the most trusted digital payment service providers.
OUTCOME
I helped Y.C.Pay focus their brand and marketing strategy. This led to growth in client acquisition, partner acquisition, and scale the business.
Developing the Strategy
Over a strategic meeting with the Y.C.Pay’s Managing Director, I discovered the challenges the organization faced. In the process, we prioritized the needs and goals of the business and its customers. This became the foundation for the branding and marketing plans for Y.C.Pay.
Understanding the Users
Y.C.Pay is client-centric. They prioritize the benefits of their clients and provide solutions to increase sales and customer satisfaction. To understand the needs of their clients, we created unique user profiles to represent the range of it’s clients. This painted a clear picture of their demographics, psychographics, needs and wants.
Y.C.Pay Clients
Banks
Payment Service Providers
Independent Agents
Small-to-Medium Enterprises
Defining the Brand
Together, we created a thorough approach after working one-on-one with the team to comprehend their operations. This established the brand’s persona, including how everything should appear, sound, and behave. Then, all of your marketing efforts may be based on these pillars.
Brand Attributes
Credibility
Simplicity
Adaptability
Accessibility
Affordability
Positioning
The YCPAY brand is the result of a lot of research and planning. They set out to create a more inclusive payment experience by creating one that was easy, accessible and transparent. The brand was then built on three pillars: simplicity and speed, security and accessibility and affordability. Understanding what these are meant to achieve helped define the positioning statement of the organization.
Brand Positioning Statement
Faster Payments, Smarter Business
Visual Identity
The visual identity of the YCPAY aims to depict its professional credentials while keeping it simple and recognizable. The use of colors, fonts, and symbols focuses on the core values of Credibility, Simplicity, Adaptability, Accessibility, and Affordability in everything they do. Combining these with distinctive design elements creates a unique environment that’s consistent with their brand values and concretely communicates who they are to their clients and partners.
Website Design and Development
An easy-to-navigate experience. I created the YCPAY website, which serves as a central informational resource for all of their products and services. The objective was to make it simple for users to find out about YCPAY and how it may help their businesses grow.
Mobile App Design
In close collaboration with the YCPAY development team, I designed a unique business mobile application that accepts many forms of payment.
The first step is to create an application that can be used by various market segments. To achieve this, I worked on technical requirements such as high-security encryption of card information, etc.; also with usability design strategies such as usability that could be proven at pilot’s sites in small stores and convenient stores, user experience which would not frustrate users when using it for the first time in person.
Results
YCPAY launched and progressed to a known Digital Payment Solution Provider in the MENA region. They were recognized in the industry’s magazines and acquired multiple partnerships around the globe.