Role
I supported Wpay in making their complex payments ecosystem feel simple; bringing clarity, structure, and visual breathing room through UX, digital art direction, and illustration
The project
Wpay is a retail payments platform, designed for retailers and backed by Australia's largest supermarket retailer: the Woolworths Group.
They process over a billion transactions a year, powering everything from checkouts to terminals to dashboards. But their design language was inconsistent, their existing website felt limited and dated
They process over a billion transactions a year, powering everything from checkouts to terminals to dashboards. But their design language was inconsistent, their existing website felt limited and dated
Designed for Flow
I set out to create a website that felt fluid, modern, and unmistakably Wpay; something that broke from the static, transactional look of typical payment brands. Inspired by the idea of "flow" and seamless experiences, the design leans on 3D elements and parallax animation to bring movement and clarity to complex offerings.
The goal was to inform through storytelling (60% entertainment, 40% information) crafting a site that feels more like a living product than a static brochure.
The goal was to inform through storytelling (60% entertainment, 40% information) crafting a site that feels more like a living product than a static brochure.
Built the Foundations
The old Wpay visual identity wasn't positioning the brand as innovative and future-focused.
They needed a modern, flexible design system that could power everything.
Why It Mattered
Wpay is redefining how Woolworths thinks about money, and that needed to show.
This project wasn’t about flashy UI. It was about aligning product, brand, and trust through thoughtful design.
It helped reposition Wpay from a back-office function to a bold, strategic move.
This project wasn’t about flashy UI. It was about aligning product, brand, and trust through thoughtful design.
It helped reposition Wpay from a back-office function to a bold, strategic move.
