Everyday money for Oman,
rebuilt.
Friendi Pay Oman is a Central Bank of Oman–licensed digital wallet and remittance app — send money home, pay locally by QR, settle bills and top up in seconds. I led the full UX, UI and design-system revamp, end to end.
Role
Lead Product Designer
UX · UI · Design System
Scope
End-to-end app revamp
onboarding → payments
Product
Digital wallet +
remittance platform
Market
Sultanate of Oman
EN / AR (RTL)
A wallet built for how Oman actually moves money.
Friendi Pay Oman is a digital mobile wallet and remittance platform for Oman’s residents and citizens. Licensed by the Central Bank of Oman, it lets people manage everyday local spending and send money internationally — to India, Pakistan, Bangladesh and the Philippines.
- ✓International transfers — send directly to a bank account, a digital wallet, or for cash pickup.
- ✓Local transfers — free, instant peer-to-peer wallet transfers to anyone on Friendi Pay in Oman.
- ✓In-store & bill payments — pay by QR at local stores and settle utility bills from your phone.
- ✓Account top-ups — add funds effortlessly with a local Omani debit card.
Three problems the old app couldn’t hide.
The product worked — people were already sending money and paying bills. But the experience didn’t feel like a place to keep your money. Three issues defined the brief.
A first impression that buried the value
The old onboarding leaned on stock-photo collages and a busy, decorative layout. For a money app, the core promise — send home, pay local — got lost behind imagery instead of leading.
No design system, no consistency
Screens were built ad hoc: mismatched buttons, uneven type and spacing, several competing shades of teal. Handling people’s money, it needed to feel calm, certain and credible — and it didn’t.
A heavy, uncertain sign-up
Getting from download to a funded, KYC-verified account was long and ambiguous — and every extra step and unclear screen lost people before they ever made a first transfer.
A full revamp — system first, then every screen.
This wasn’t a reskin. I rebuilt Friendi Pay from the foundation up — the visual language, the flows, and a reusable design system — then redesigned the entire app on top of it, from onboarding and KYC to transfers, payments and top-ups.
Audit & research
Mapped every screen and drop-off, and studied how Omani and expat users actually send money home and pay day to day.
Re-architect IA
Simplified the structure around the few things people come for — send, pay, top up — and cut the noise around them.
Build the design system
Created the Friendi Pay system — tokens, components, type, motion — so every screen is consistent, accessible and trustworthy.
Redesign & ship
Rebuilt the whole app on the system — onboarding, KYC, home, transfers, QR pay, bills, top-ups — and shipped with engineering.
Before → after, screen by screen.
The clearest way to see the revamp is to put the old onboarding next to the new. Same messages — a calmer, clearer, more confident system carrying them.
Get started in under a minute.
The heaviest pain point was first-run. I rebuilt registration into a short, guided flow with a clear progress spine — just a phone number to begin, an autofilled OTP, an optional email, a PIN, and a confident hand-off into KYC.
Everything a wallet should do — and nothing it shouldn’t.
The redesigned app focuses on the handful of jobs people open it for, each made fast, legible and reassuring.
International transfers
Send money home to India, Pakistan, Bangladesh and the Philippines — to a bank account, a digital wallet, or for cash pickup.
Free local transfers
Instant, free peer-to-peer wallet transfers to anyone on Friendi Pay in Oman — from your heart to their wallet.
Scan & pay in-store
Pay at local stores with a QR code in seconds — no cash, no cards, no fuss.
Bill payments
Settle utility bills straight from your phone, and recharge mobile credit while you’re there.
Easy top-ups
Add funds effortlessly using your local Omani debit card — quick to set up, quick to repeat.
Beneficiary management
Add new beneficiaries, manage your list, and favourite the people you pay most for one-tap repeats.
A money app that finally feels like one.
“For a money app, trust is a visual decision before it’s a feature one. The revamp’s job was to make every screen feel calm, certain, and clearly yours.”