Pay on-the-go, made simple

We’ve helped LoopPay define and develop a strategy for transforming consumers’ everyday payment experience, by replacing plastic cards with their own smartphone.

We’ve helped LoopPay define and develop a strategy for transforming consumers’ everyday payment experience, by replacing plastic cards with their own smartphone.


Fintech & Insurtech





A new, clutter-free way of making everyday payments

Boston-based startup Loop took on a daunting task: the challenge of persuading people to give up their actual wallet and try out a simpler, clutter-free payment method using their own smartphone, so they can make secure payments virtually anywhere. This same challenge has been taken up by major players such as Google, PayPal, MasterCard and Coin, all of them looking for a way of reinventing the consumer’s everyday payment experience.

We’ve been rethinking the way current and potential customers perceive the LoopPay brand, while helping this startup company devise an innovative payment method by strategically visualising the experience of the end user, through a system designed around a smartphone, a hardware and an application, and focused around the modern consumer requirements of speed, security and simplicity.


We helped increase the awareness and recognition of the LoopPay products through the design of a new visual language, the consolidation of the brand values and the definition of new brand guidelines, thus guaranteeing a consistent presence of the brand across different touchpoints, in order to propel it into the forefront of the mobile payments market.

Moreover, we designed a streamlined experience for the users of the LoopPay app, with simplified flows and procedures to achieve an ease of use and increase the adoption rate.

A method with a personal touch

We’ve created new brand guidelines for Loop in order to identify the most effective way of engaging the end user, underlining the company’s core values and emphasising Loop’s capacity to add value to people’s everyday purchasing experience.

Simplicity and control: as simple as a swish

In a world where the average person has at least 13 magnetic payment cards – credit cards, loyalty cards, gift cards – the wide variety of available options can be overwhelming. That’s why it’s vital to be able to choose the right card for the occasion without wasting valuable time, missing opportunities to save on purchases and – just as important – without carrying a wallet crammed with plastic cards.

Whether people want to keep up with the latest shopping trends or simply economise on household goods, they have the same needs: simplicity and minimal clutter.

The application’s user interface allows the end user to manage their cards in a way that is simple and intuitive, by uploading them in a single action and selecting the most suitable one for a particular purchase in the space of a few seconds.

An easy-to-follow procedure

Loop’s strategy envisages a smooth and easy-to-follow procedure that encompasses the whole service: from the initial application download right up to the moment of purchase with the user’s selected payment card, and including the choice of a device that is suitable for their lifestyle and for inserting their cards into the application.

Just a smartphone, ditch the rest

The envisioning and strategic planning of the user experience will be used by Loop in the near future, to restructure the whole ecosystem created by the application, devices and website.

Loop’s ultimate aim is to break away completely from physical products and the use of the smartphone as the sole method of payment. Samsung shares the same vision and that is a driving reason given for the acquisition of Loop in February 2015.

Loop’s new payment experience design won Best of Show at Finnovate Spring 2014 in San Francisco, in competition with over 1,250 other innovative experiences. This milestone propelled Loop into the forefront of players in this space and earned the attention of Samsung. LoopPay technology and experience has now become Samsung Pay.

Project numbers

weekly iterations
designers in the Sketchin team
stakeholders involved
co-design workshops
brand manual
fully working app designed

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