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ViaBill 360° | From Digital Product to Physical Brand Ecosystem

ViaBill 360° | From Digital Product to Physical Brand Ecosystem

Launched the company's first mobile app (driving a 6% CSAT increase), delivered a full web redesign in a record 5 months, and successfully unified the brand across digital, physical, and internal channels.

Role

Sr. Graphic & Product Designer

Platform

Mobile App, Web, Branding

Timeline

2020 - 2021

viabills cover image
viabills cover image

TL;DR

I designed the ViaBill consumer app under extreme time constraints, delivering a unified financial dashboard without compromising fintech compliance.

✺ Centralized Control: Transformed complex credit overviews, purchases, and card applications into a single, clear view.

✺ High-Speed Delivery: Collaborated tightly with a lean, passionate team to ship high-quality UX fast.

✺ Cohesive Ecosystem: Unified a fragmented product landscape into one consistent, trustworthy brand experience.

The Problem

Fragmented Touchpoints & A Ticking Clock

Designing for fintech usually means choosing between moving fast or building something compliant and trustworthy. We had to do both.

✺ Extreme Time Constraints: The business had an aggressive deadline to get the app into the hands of users. We had a deeply passionate team, but the clock was constantly ticking against us.

✺ High Cognitive Load: The app needed to handle complex financial data—Buy Now, Pay Later (BNPL) purchases, payment reminders, credit overviews, and a full Mastercard application process—without overwhelming the user.

✺ Fragmented Trust: Previous touchpoints felt disconnected. In the financial sector, visual inconsistency instantly damages user trust. We needed to unify the brand ecosystem from the ground up.

two phones with viabills app screens

The Approach & Solution

The Digital Leap: App & Web

This project marked my first time collaborating directly with Product Owners. Together, we defined the MVP scope for ViaBill’s first-ever mobile app, shifting the financial experience directly into the users' hands. Simultaneously, I spearheaded a complete website revamp, heavily collaborating with external outsourced developers to ensure our new digital storefront was implemented flawlessly.


The Physical & Brand Expansion

I leveraged my graphic design roots to ensure the brand felt cohesive everywhere, not just on a screen.

✺ The Tactile UX: I designed the physical ViaBill credit card alongside its packaging, engineering a premium, tactile unboxing experience for the users.

✺ Internal Culture: A brand is only as strong as the team behind it. I partnered across departments, helping the People and Culture team roll out the new identity internally through office merchandising, posters, and wayfinding signals.

packaging of credit card

The Problem

The Approach

The Digital Leap: App & Web

This project marked my first time collaborating directly with Product Owners. Together, we defined the MVP scope for ViaBill’s first-ever mobile app, shifting the financial experience directly into the users' hands. Simultaneously, I spearheaded a complete website revamp, heavily collaborating with external outsourced developers to ensure our new digital storefront was implemented flawlessly.


The Physical & Brand Expansion

I leveraged my graphic design roots to ensure the brand felt cohesive everywhere, not just on a screen.

✺ The Tactile UX: I designed the physical ViaBill credit card alongside its packaging, engineering a premium, tactile unboxing experience for the users.

✺ Internal Culture: A brand is only as strong as the team behind it. I partnered across departments, helping the People and Culture team roll out the new identity internally through office merchandising, posters, and wayfinding signals.

The Impact

✺ Speed to Market: Successfully aligned stakeholders and managed external vendors to deliver the massive web redesign in just 5 months.

✺ A Unified Ecosystem: Established a seamless, end-to-end brand experience that lived on users' screens, in their wallets, and on the office walls.

✺ +6% CSAT: Launching the mobile app MVP gave users the transparency and control they craved, directly boosting customer satisfaction.

The Impact

✺ Speed to Market: Successfully aligned stakeholders and managed external vendors to deliver the massive web redesign in just 5 months.

✺ A Unified Ecosystem: Established a seamless, end-to-end brand experience that lived on users' screens, in their wallets, and on the office walls.

✺ +6% CSAT: Launching the mobile app MVP gave users the transparency and control they craved, directly boosting customer satisfaction.

The Approach

The Digital Leap: App & Web

This project marked my first time collaborating directly with Product Owners. Together, we defined the MVP scope for ViaBill’s first-ever mobile app, shifting the financial experience directly into the users' hands. Simultaneously, I spearheaded a complete website revamp, heavily collaborating with external outsourced developers to ensure our new digital storefront was implemented flawlessly.


The Physical & Brand Expansion

I leveraged my graphic design roots to ensure the brand felt cohesive everywhere, not just on a screen.

✺ The Tactile UX: I designed the physical ViaBill credit card alongside its packaging, engineering a premium, tactile unboxing experience for the users.

✺ Internal Culture: A brand is only as strong as the team behind it. I partnered across departments, helping the People and Culture team roll out the new identity internally through office merchandising, posters, and wayfinding signals.