Beyond ONE · Senior Product Designer · Oman · KSA · 2025–Present

Friendi Pay. UX.

A wallet with reach.
Not yet with trust.

LeadRole
Oman · KSAMarkets
Fintech · WalletProduct
2025–NowTimeline
Redesign in progress
the brief

distribution without
trust is just reach.

Friendi Pay already has the audience. Expat workers across Oman and Saudi Arabia rely on it to send money home — rent, school fees, medical bills. The app works.

But working isn't the same as trustworthy. For someone sending their family's income across a border, in their second language, after a 10-hour shift — trustworthy is the whole product.

8
Apps audited
10
Flows mapped
3
Features defined
the diagnosis

the onboarding flow,
annotated.

Walk through it exactly as a first-time user would. Every problem gets flagged. Use → or click the thumbnails.
Splash
Splash
Phone
Phone
OTP 1
OTP 1
ID Front
ID Front
ID Back
ID Back
Selfie
Selfie
KYC List
KYC List
KYC Error
KYC Error
Profession
Profession
OTP 2
OTP 2
PIN
PIN
Under Review
Under Review
Congrats
Congrats
Step 1 of 13
The app opens clean.
A simple splash screen. No problems here.
⚑
01
Or use ← → arrow keys
the benchmark

8 apps. 10 flows.
one framework.

Not a generic audit. A scoring framework weighted to what actually matters for Friendi Pay's users. Low-literacy UX carries 30% — the highest single weight — because that's where the biggest gap is.

Hover any app to see what they got right.

Low-literacy UX — 30%
Remittance flow — 25%
Transparency — 20%
Arabic / RTL — 15%
Trust signals — 10%
Wise
Transparency leader8.4
Remitly
Best remittance UX8.1
GCash
Best low-literacy UX7.8
STC Pay
Best Arabic RTL7.7
Google Pay
Minimal UX master7.4
Payit
Regional reference6.6
Zain Cash
Regional baseline6.0
InstaPay
P2P innovator5.1
01 · Design principle
Dignity
over delight.
The people Friendi Pay serves are doing something serious — sending their earnings home. They're not here for a fun financial experience. Delight is welcome. Dignity is non-negotiable.
OMR
→
PKR
A serious transaction.
Not a game.
02 · Design principle
Clarity
earns trust.
Users who don't understand what's happening lose trust immediately. Every fee before confirmation. Every rate before it locks. Clarity isn't a nice-to-have — it is the product.
Transfer breakdown
You send 100 OMR
Transfer fee 1.50 OMR
Rate (locked) 1 OMR = 323.4 PKR
They receive 32,340 PKR
03 · Design principle
One tap
closer.
Every extra tap is a chance to second-guess. Every extra field is a chance to make a mistake. The user has been on their feet since 6am. Fewer steps is respect.
7
Current
taps
→
3
Target
taps
04 · Design principle
Language
is belonging.
Filipino. Hindi. Arabic. Treated with the same care as English. Language as a design decision made on day one — not translated in as an afterthought.
AR
أرسل الآن
UR
ابھی بھیجیں
HI
अभी भेजें
EN
Send now
three original concepts

no GCC wallet
has built these yet.

The benchmarking identified three specific gaps every competitor shares. Three concepts designed around what the user actually needs — not what looks good on a roadmap.

01
Feature concept · 01
"Arrived."
Close the loop.
Every sender knows this feeling: you hit send, then refresh the app for an hour. Did it arrive? No remittance app in the GCC closes that loop.

When money lands, the recipient gets one SMS. One tap — a reaction emoji — and the sender sees "Priya received your transfer and sent ❤️." A bank transaction becomes a moment between two people. No app needed on either end.
Tap the emojis in the mockup →
9:41
▲▲WiFi▮
friendi pay
✅
Money Arrived
Priya received OMR 150.00
From Priya · Just now
OMR 150.00 arrived safely 🙏
Tap to react
How does Priya feel?
❤️
🙏
😊
🎉
Sending ❤️ to the sender…
02
9:41
▲▲WiFi▮
← Send money friendi pay
Sending to Muhammad Ali
OMR 150
→ PKR 48,600 · fee OMR 1.20
What's this for? (optional)
🏠 Rent
🎓 School fees
🏥 Medical
🎉 Eid gift
This year · School fees
OMR 1,090 sent so far in 2025
Feature concept · 02
"Send for
a Reason."
Tag the transfer.
Every transfer carries a reason. Rent. School fees. Medical. Eid. The app doesn't know the difference — it just moves numbers.

One optional tap before confirming. By year end: "You've sent OMR 1,240 for school fees." Numbers become a story. The invisible weight of each transfer gets a name.
Tap the category chips in the mockup ←
03
Feature concept · 03
"FX Lock."
Hold the rate.
Payday is once a month. Exchange rates move daily. A great rate appears on Tuesday — but the money isn't ready until Thursday. By then it's gone.

FX Lock holds the rate for 24 hours. No money required. Just a commitment. No more anxiety about timing the market wrong and sending less than expected.
Watch the countdown tick →
9:41
▲▲WiFi▮
← Exchange friendi pay
OMR → PKR · Live rate
Mid-market rate · now
323.4
1 OMR = 323.4 PKR
🔒
Rate locked at 323.4
Guaranteed for 24 hours
Expires in 18:42:07
No money required yet. Send when you're ready.
where it goes next
strategy done.
redesign started.
Senior Product Designer · Beyond ONE
Friendi Pay · Oman · 2025–Present

The benchmarking produced a complete strategic foundation — competitive evidence across 8 apps and 10 flows, four design principles, three original feature concepts, and a UI direction ready for stakeholder review.

The redesign begins with onboarding — fixing the trust problem at the moment it matters most — then the core remittance flow.

Redesign in progress — 2025. Phase 1 complete. Phase 2 underway. This case study updates as work ships.
Next project
CIB Pay —
the wallet that almost launched.
→