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Shaping a national financial ecosystem into one coherent digital experience

Shaping a national financial ecosystem into one coherent digital experience

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Telcell is an Armenian fintech company with a large payment network, a digital wallet, and a growing ecosystem of consumer and business services.

Telcell is an Armenian fintech company with a large payment network, a digital wallet, and a growing ecosystem of consumer and business services.

Client

Telcell

Deliverables

UX Research

UX Design

UI Design

Back-End Development

Front-End Development

Content Management System

Tech Support

View Website

The Challenge

Growth had outpaced clarity. Products kept expanding, but the website still felt fragmented, making the ecosystem hard to read, navigate, and trust as one whole.

Client

Telcell

Deliverables

UX Research

UX Design

UI Design

Back-End Development

Front-End Development

Content Management System

Tech Support

View Website

The Challenge

Growth had outpaced clarity. Products kept expanding, but the website still felt fragmented, making the ecosystem hard to read, navigate, and trust as one whole.

A clearer face
for a growing ecosystem

A clearer face
for a growing ecosystem

A clearer face
for a growing ecosystem

What started as a website refresh became a much bigger task. The ecosystem needed one readable structure, one consistent experience, and one visual language strong enough to connect very different services under the same brand.

From scattered touchpoints to one readable system

Ecosystem, Wallet, and Business were restructured into a clear top-level navigation.

Ecosystem, Wallet, and Business were restructured into a clear top-level navigation.

Product pages were aligned into one modular system for cards, offers, documents, and support flows.

Product pages were aligned into one modular system for cards, offers, documents, and support flows.

Content sections like blog, promos, help, tenders, and vacancies were brought into the same logic.

Content sections like blog, promos, help, tenders, and vacancies were brought into the same logic.

Art direction was developed together with Telcell’s team and their 3D artists to shape a branded visual world.

Art direction was developed together with Telcell’s team and their 3D artists to shape a branded visual world.

A fintech ecosystem should feel connected before it is explained

A fintech ecosystem should feel connected before it is explained

Hierarchy,
and branded detail

Hierarchy,
and branded detail

Hierarchy,
and branded detail

The interface was shaped to feel fresh and expressive, but still practical at scale. Visual storytelling had to support orientation, not compete with it.

A homepage built around discovery

01

Scroll reveals, animated blocks, product modules, and highlight sections turn the main page into a guided view of the ecosystem. The experience introduces breadth without making the interface feel heavy.

A homepage built around discovery

01

Scroll reveals, animated blocks, product modules, and highlight sections turn the main page into a guided view of the ecosystem. The experience introduces breadth without making the interface feel heavy.

Product pages with stronger visual character

01

Large hero scenes, custom 3D objects, and color-led compositions give major services their own atmosphere. This helps users feel a shift from one offer to another while staying inside the same branded world.

Product pages with stronger visual character

01

Large hero scenes, custom 3D objects, and color-led compositions give major services their own atmosphere. This helps users feel a shift from one offer to another while staying inside the same branded world.

Editorial content that keeps the system alive

01

Promotions and blog layouts were designed to support campaigns, updates, and evergreen content without breaking the visual rhythm of the platform. Cards, sliders, and inner pages keep content useful and attractive.

Editorial content that keeps the system alive

01

Promotions and blog layouts were designed to support campaigns, updates, and evergreen content without breaking the visual rhythm of the platform. Cards, sliders, and inner pages keep content useful and attractive.

Support flows that stay readable

01

Help, FAQ, documents, reports, and search pages use the same modular language, lighter blocks, and calm spacing to make dense information easier to scan and act on.

Support flows that stay readable

01

Help, FAQ, documents, reports, and search pages use the same modular language, lighter blocks, and calm spacing to make dense information easier to scan and act on.

Utility pages that still feel designed

01

Vacancies, tender pages, corporate information, and forms were not treated as secondary leftovers. They extend the ecosystem and keep the brand present in more operational scenarios.

Utility pages that still feel designed

01

Vacancies, tender pages, corporate information, and forms were not treated as secondary leftovers. They extend the ecosystem and keep the brand present in more operational scenarios.

One system for everything
that kept growing

One system for everything
that kept growing

One system for everything
that kept growing

A clearer structure replaced fragmentation. Products, content, and service flows now sit inside one system, so new features fit without friction. Navigation is simpler, modules are reusable, and the 3D language ties everything together. The experience feels wider, but easier to grasp.

The site now reflects a connected ecosystem, with products and services aligned around a core brand.

Results
After Launch

Results
After Launch

Results
After Launch

The new platform unified content, products, and navigation into one clear digital experience.

10+

Products unified under one ecosystem structure

3x

Faster navigation across services and flows

40%

Reduced time to reach key actions and content

Let’s talk about your

digital challenges.

Good work happens when the right teams meet. We’re ready when you are.

Book a call

Let’s talk about your

digital challenges.

Good work happens when the right teams meet. We’re ready when you are.

Book a call

Let’s talk about your

digital challenges.

Good work happens when the right teams meet. We’re ready when you are.

Book a call

Let’s talk about your

digital challenges.

Good work happens when the right teams meet. We’re ready when you are.

Book a call

Let’s talk about your

digital challenges.

Good work happens when the right teams meet. We’re ready when you are.

Book a call