Weyay
RG/GA · 2022 (4 MONTHS) · WEYAY · SR PRODUCT & MOTION DESIGNER
creating the first digital bank for the next generation of kuwaitis - an experience that elevated everyday banking with innovative signature moments. the solution: a new banking proposition called weyay.
> weyay website
> download the app
CHALLENGE
Design a digital-first banking experience aimed at tech-savvy young Kuwaitis, a generation that values both modern convenience and strong cultural identity. The goal: make everyday banking feel intuitive, dynamic, and delightful while building trust and usability at every touchpoint.
STRATEGY
Create a motion-driven interaction system that balances simplicity with personality. Focus on micro-interactions, instant feedback, and signature moments that reinforce reliability and emotional connection — helping users feel in control of their financial world.
SOLUTION
Results delivered include: - A scalable design system combining modular UI with motion to make tasks intuitive and engaging. - Signature “banking moments” like a tactile pull-to-confirm payment, that merge usability with visual storytelling. - Instant, animated feedback embedded in key actions to build trust, involvement, and a sense of control with every interaction.
RESULTS
Weyay launched as Kuwait’s top finance app, exceeding key performance goals: - Over 100k downloads in year one - 20% market share among users aged 18–24 - Theme of “Protective Progressives” embraced, strong growth generated by brand-centred experience design and interaction innovation
No. 1 Finance app iOS & Android at launch
100K Downloads Google Play
20% Share of 18-24yr in 1 year
3X Exceeded first year goals
Audience & Personas Young, modern people from Kuwait - younger Millenials and Zoomers. We discovered that they’re self-assured in their Kuwaiti values and appreciate the opportunities available to them, value aesthetics as much as development & financial independence are important to them. Still, they’re interested rather than invested in it. We called them Protective Progressives - a generation who wants to experience the world around them but not at the cost of their cultural values.
Design and brand system Creating a design system for a youth-focused banking app combined scalable components with motion design to enhance engagement. Animations guided actions like payments, while micro-interactions added playful feedback, making tasks intuitive and fun. This approach balanced functionality with a dynamic experience tailored to tech-savvy users.
''the user interface offers immediate, dynamic responses for a fluid interaction facilitating a feeling of authority & involvement with every action.''
finding the signature moments
I opted for a simplified interaction to emphasize clarity and to align with weyay's identity of reliability and trustworthiness in finance. Transferring money becomes a easy and beautiful moment - the brad 'twist' is used as a visual device to show action. The process is controlled by users pulling their finger up and enriched by a haptic response. The same visual pattern is used to showcase voice controls.
Signature Illustration
