UI / UX & Visual Design
Prototyping & QA
IA & Content Strategy
Overview
From static startup to connected platform: evolving the Till Payments brand for scale.
As Till Payments matured from an energetic fintech upstart to a global payment solutions provider, its website and broader brand experience struggled to keep pace. What began as a simple request for a web refresh quickly revealed deeper issues: inconsistent branding, fragmented customer journeys, and a digital presence that no longer reflected the business's ambition.
We partnered with Till to lead a full-scale transformation—from surface-level comms to deep systemic change. The result was more than a new website. It was an integrated brand system built for digital, embedded across teams, and connected across every user touchpoint, from terminal UI to tradeshow booths. A shift from brand as presentation to brand as experience.
Process
Our initial research, interviews, and cross-team workshops exposed the root issue: while Till’s business had grown up, its brand hadn’t. There was a gap between what customers saw pre-sale (on the website and marketing) and what they experienced post-sale (via the product and support). This misalignment risked trust, conversion, and cohesion. We saw the opportunity to unify brand and product with a digital-first design system that could adapt and scale. Rather than treating the website as a standalone marketing tool, we positioned it as part of a broader ecosystem—connected to product UI, customer onboarding, and internal operations.
The keys to our success were:
— Clear product feature call-outs
— Be quicker to encourage click-through
— Better anticipate customer questions
— Make the site interaction across web and mobile
— Tailor the content to sectors
— Add more exploratory prompts for the user
— Design User flows based on existing users behavioral characteristics
— Resolve SEO issues so not transferred to the new website environment
— Streamline the signup process and improve the conversion rate
In short: Be simple, be quick, embrace self-discovery
This wasn’t a cosmetic lift. It was a future-ready system that empowers the Till team to move faster, communicate more clearly, and maintain consistency as the brand continues to expand across markets and channels. It laid the groundwork for marketing and product teams to operate from a single shared source of truth.
Our work drove measurable results from day one:
+100% increase in conversion rate
+93% increase in page views per user
+16% increase in time on site
As Romy Briers, Head of Brand & CX at Till Payments, put it:
"The Re team partnered with us firstly to design our new Till website and then built our universal brand system which extended into product, comms and all our channels. They took a very static, comms-based brand system and made it truly digital. They are great partners and top quality designers in both the brand and product space and flexed around our process and pivots." — Romy Briers, Head of Brand & CX
See the full website experience here
Credits
Completed at Re Design alongside: Nick Hill, Alysha Menzel, and Iris Vanhecke with development support from Bone Digital