Redesigning Juspay as a Global Brand
Transforming Juspay from a trusted Indian payments infrastructure into a globally credible Payments Operating System.
Role: Visual Designer
Scope: Web Design, Re-brand, Visual Design
Collaborators: Sarthak Tiwari (Visual Designer), Sarthak Singh (PMM), Rajat Subhra (Motion Designer)
Special thanks to Prathmesh and Sumeet (Developers)
Core Challenge
How do you build global trust for an invisible payments infrastructure?
Juspay powered payments at massive scale, but as it expanded across APAC, Europe, and LATAM, its digital presence did not reflect the authority, clarity, and reliability required by enterprise decision-makers.
The problem wasn’t inconsistency.
It was perception.
Research: Understanding payments beyond interfaces
To design meaningfully, I needed to first decode how global payments actually work, not just visually, but operationally and emotionally.
Research revealed two critical truths:
Strategy: Outcomes first
Instead of starting with aesthetics, the strategy began with defining four global payment outcomes:
Execution: From Strategy to Visuals
With strategy in place, execution focused on creating a scalable digital foundation.
Defining the Core Aesthetic Elements
The final visual identity was built upon a clear philosophical and strategic foundation, ensuring every aesthetic decision directly addressed the brand’s core positioning and the need to reduce perceived risk.
Visual Explorations
Final Aesthetic Decision and Rationale
The final visual system integrates the structural foundation of Flat Design with the dynamic appeal of Gradients and minimal dimensionality (Faux 3D). This amalgamation is the strategic resolution of the trade-offs identified earlier.
Website Redesign
Here's a walkthrough of the homepage.
User Growth and Global Reach
The website saw significant growth across all key metrics:
Overall User Growth
Average monthly users grew from 23K on juspay.in (2024 average) to 60K on juspay.io (2025 average), representing a 160% Year-over-Year (YoY) increase.
Global Reach
Diversified our audience, increasing global traffic share from 2% to 15%. In Q3 2025, we're seeing strong global traffic, with over 5,000 monthly visitors from the US, around ~1,000 from Brazil, and another ~1,000 from SEA (primarily, Singapore)
Search Dominance
We've seen positive growth in our Google Search performance this year. Average monthly clicks have increased by 10% YoY(from 30k to 33k), and monthly impressions have grown by 18% YoY(from 1M to 1.18M). This is a significant result, given that overall global search volumes have been declining.
Domain Authority
Increased our DA from 54 (August 2024) to 61 (August 2025), positioning us as a high-authority domain, on par with well established industry leaders.
This work extends across multiple product and supporting pages, all of which can be viewed on the live Juspay site at
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