Table of Contents
Product & Brand Design
Product & Brand Design
Kriya - Designing Platform & Presence
Kriya - Designing Platform & Presence
Unifying Kriya’s PayLater product and brand into one flexible, design-led experience
Unifying Kriya’s PayLater product and brand into one flexible, design-led experience
Unifying product and brand
Unifying product and brand
At Kriya, I led a comprehensive design transformation spanning product, brand, and customer experience, guiding the company through a pivotal evolution and the launch of its new PayLater offering.
The challenge lay in designing for embedded financial experiences—where Kriya’s product needed to integrate seamlessly into the interfaces of our clients’ own platforms. This demanded a design approach that was cohesive yet adaptable, balancing usability, clarity, and brand flexibility across multiple partner environments.
Working closely with the Head of Engineering and Head of Growth, I helped shape how Kriya’s product, platform, and identity worked together as a unified system—defining how clients and merchants experience Kriya within their own user journeys.
At Kriya, I led a comprehensive design transformation spanning product, brand, and customer experience, guiding the company through a pivotal evolution and the launch of its new PayLater offering.
The challenge lay in designing for embedded financial experiences—where Kriya’s product needed to integrate seamlessly into the interfaces of our clients’ own platforms. This demanded a design approach that was cohesive yet adaptable, balancing usability, clarity, and brand flexibility across multiple partner environments.
Working closely with the Head of Engineering and Head of Growth, I helped shape how Kriya’s product, platform, and identity worked together as a unified system—defining how clients and merchants experience Kriya within their own user journeys.
Integrated system
Integrated system
The design rebuild connected interface design, system thinking, and brand evolution into one strategic foundation:
Embedded Product Design:
Created adaptable, embedded UI patterns that could integrate into partner experiences while retaining Kriya’s design integrity—delivering clear, intuitive user flows for merchants and customers across diverse interfaces.
Merchant Portal Development:
Co-designed and prototyped the internal Merchant Portal, aligning product logic, architecture, and interaction design for efficiency and clarity.
Brand Evolution:
Rebuilt Kriya’s visual identity from the ground up, including brand guidelines, website design, and art direction—establishing a confident, human-centered look and tone for the company’s new chapter.
Cross-Functional Collaboration:
Partnered directly with engineering to align design systems with production implementation, and with growth to unify marketing and product design into one consistent customer narrative.
The design rebuild connected interface design, system thinking, and brand evolution into one strategic foundation:
Embedded Product Design:
Created adaptable, embedded UI patterns that could integrate into partner experiences while retaining Kriya’s design integrity—delivering clear, intuitive user flows for merchants and customers across diverse interfaces.
Merchant Portal Development:
Co-designed and prototyped the internal Merchant Portal, aligning product logic, architecture, and interaction design for efficiency and clarity.
Brand Evolution:
Rebuilt Kriya’s visual identity from the ground up, including brand guidelines, website design, and art direction—establishing a confident, human-centered look and tone for the company’s new chapter.
Cross-Functional Collaboration:
Partnered directly with engineering to align design systems with production implementation, and with growth to unify marketing and product design into one consistent customer narrative.
Designed for growth
Designed for growth
The result was a complete reimagining of Kriya’s product and brand—built to scale, embed, and evolve:
Embedded UX: Product designed for use within client platforms, maintaining a seamless brand and user experience.
Consistent System: Shared components and guidelines across product and marketing.
Modern Brand Identity: A refreshed visual and verbal system aligned with Kriya’s fintech positioning.
Product-Led Launch: Cohesive design across the PayLater product, Merchant Portal, and web ecosystem.
The result was a complete reimagining of Kriya’s product and brand—built to scale, embed, and evolve:
Embedded UX: Product designed for use within client platforms, maintaining a seamless brand and user experience.
Consistent System: Shared components and guidelines across product and marketing.
Modern Brand Identity: A refreshed visual and verbal system aligned with Kriya’s fintech positioning.
Product-Led Launch: Cohesive design across the PayLater product, Merchant Portal, and web ecosystem.
The Kriya Design Transformation established a unified product and brand ecosystem—bridging embedded financial design, systemized UX, and cohesive identity.
It redefined how Kriya appears and operates across client and internal environments, setting a new design standard that carried into its acquisition by Allica Bank.
The Kriya Design Transformation established a unified product and brand ecosystem—bridging embedded financial design, systemized UX, and cohesive identity.
It redefined how Kriya appears and operates across client and internal environments, setting a new design standard that carried into its acquisition by Allica Bank.