Launching Google Pay

The Google Pay app relaunched as Google Pay 3.0 to become a flagship product redefining Google’s role in finance. The previous version had struggled in Singapore due to limited local relevance and differentiation in a competitive market. This relaunch aimed to create a compelling, user-friendly app that addressed local needs while aligning with Google’s vision of accessible and helpful money management for all.

To address these challenges, the project team developed a mobile-first B2C website for Google Pay 3.0, aimed at educating users and enhancing engagement through intuitive features. This site built trust by highlighting Google Pay’s unique offerings and local partnerships, positioning it as more than a payment app—a tool for expanding financial opportunities for users in Singapore.

Rather than relying on traditional wireframes, expressive page outlines were created to streamline the process and foster meaningful discussions with the Google Pay team. These outlines went beyond basic layout; they captured elements of emotion, user mindset, and the overall journey, enabling the marketing team to quickly align on the purpose and intention behind each page.

These initial outlines evolved into more detailed, diagrammatic plans that included annotations and comprehensive information on each section, component, and functionality. This step provided a clear blueprint for the subsequent wireframing process, ensuring it was both efficient and transparent.

Wireframes were created in Sketch and extensively annotated to include both page links and user actions, providing a clear blueprint for user interactions. Special attention was given to key elements like sign-up flows and email capture modules, with additional wireframes dedicated to demonstrating how these interactions could be smoothly executed within limited screen space, maintaining a mobile-first approach.

The wireframes proved valuable for the visual design team, helping them develop advanced concepts and integrate animations to enhance key app moments. With the detailed mobile wireframes, separate desktop versions weren’t needed; designers easily extrapolated layouts for a cohesive experience across devices.

Following the Google design system, pages for mobile, desktop, and tablet were developed in alignment with the strategic vision set out in the wireframes. These pages went through multiple rounds of refinement, both pre- and post-launch, allowing for iterative improvements that enhanced the user experience and visual cohesion across devices.

Throughout the visual design phase, stronger use cases were continually tested and incorporated to clearly communicate the benefits for Singaporean users. As the designs evolved, working examples of app features were integrated into the pages, providing users with tangible demonstrations of core functionalities and reinforcing the app’s value.