1st
facial-recognition payment in Bulgaria, live with DSK Bank
59%
better first-time understanding in user testing
42%
more merchant inquiries after launch
SelfiPay was not launching another payment app. They were asking people to do something nobody in the country had done before, pay with their face, and asking merchants to put an unknown technology at their checkout. The technology worked; the trust had to be built.
And it had to be built from zero. No brand, no product interface, no website existed. Everything the market would ever see of SelfiPay was still blank.
One decision drove the rest: treat trust as a design problem, not a marketing promise. Every choice, from the bold orange identity to the words on the terminal screen, was tested against one question: would a person feel safe doing this in real life?
The scope ran the full stack of that first impression. Brand, payment terminal, mobile app, and website, designed as one system, so the SelfiPay a shopper meets at a checkout is the same SelfiPay a merchant meets in a sales conversation.
We built the identity from zero: logo, a bold orange color system, and typography chosen to make a brand-new payment behavior feel confident rather than experimental. It had to read as trustworthy on first contact, because first contact is where biometric payments live or die.
We designed the payment terminal interface and the mobile app, the two screens where trust matters most. The terminal explains what is happening, reassures in real time, and gets out of the way fast; the app keeps setup and data explanations short enough that nobody hesitates.
We designed the site with a live audience switch, so merchants and individuals read the same pages tuned to their own questions, and built it in Webflow to grow past the pilot phase. That structure still runs on selfipay.tech today, one site doing the work of two.
We built the identity from zero: logo, a bold orange color system, and typography chosen to make a brand-new payment behavior feel confident rather than experimental. It had to read as trustworthy on first contact, because first contact is where biometric payments live or die.
We designed the payment terminal interface and the mobile app, the two screens where trust matters most. The terminal explains what is happening, reassures in real time, and gets out of the way fast; the app keeps setup and data explanations short enough that nobody hesitates.
We designed the site with a live audience switch, so merchants and individuals read the same pages tuned to their own questions, and built it in Webflow to grow past the pilot phase. That structure still runs on selfipay.tech today, one site doing the work of two.
SelfiPay went from a blank slate to a launch-ready brand, product, and website in three months. A year later, the technology went live with DSK Bank as Bulgaria's first facial-recognition payment, wearing the identity we built from day one.
1st
facial-recognition payment in Bulgaria, live with DSK Bank
59%
better first-time understanding in user testing
42%
more merchant inquiries after launch
“The research effort that the company made to deliver the right deliverables to us was impressive.”
