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Un-doi Centru de plăți is a financial services & technology company. As part of their business, they offer a B2C mobile app and a B2B distribution network of over 6.500 partners all over Romania. 


Their services range from:

  • Utility Bill payments 

  • SIM card top-ups  

  • Car insurance

  • Vignettes for Romania & Hungary

  • Tax payments 

Time frame: 2019 - Ongoing

My roles: Product Designer, Product Manager

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At the inception of the project in 2019, we fully rebranded the client's image to position themselves in the competitive market with their app. 

By taking into consideration their vision & analysing the competitive landscape we concluded that we needed a brand communicating

  • Innovation 

  • Sleekness

  • Elegance yet playfullness

  • Calm & Trustworthy

In creating the brand, I was inspired by leaders in the mobile banking field such as Revolut, Monzo & Apple's phone backgrounds filled with gradients & glassmorphism. 

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UX research

In order to create a utility bill experience, I had to fully immerse myself in:

  • How users pay their bills month by month

  • How they feel at different stages of their experience 

  • How they perceive utility bill suppliers in Romania 

  • Their pain points with their current payment habits 

To fully grasp the field & understand where un-doi stood in the market, I have conducted extensive: 

  • Competitor/ Market research 

  • Initial Needs assessment 

From research I concluded that

  • Romanians hated to pay their bills (economic reasons, system deficiencies, suppliers not being consistent with their bills)

  •  Utility bills in Romania are sent by post > as a result users lose their bills quite often and risk late payment taxes 

  • Users with many properties spend many days a month to track if the rentees pay their bills & rent regularly   

  • Users went to the utility bill supplier's HQ to pay bills (unbelievably), so they had to travel only to pay bills 

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Lessons from users

After understanding users, I saw various opportunities to capitalise on, by creating a product that:

  • Brought utility bills to a mobile device monthly in a digital format

  • Was predictable and replicated all the information from suppliers' websites  

  • Users could pay all their: water, electricity, gas, internet bills in one place with 1 tap  

  • To avoid late payments: regular notifications to remind of payment

  • A multiple-location system that allows users to manage all their locations: be it rented, mum's apartment - and see the status of utility bills for each 

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User Journey mapping

There have been/are various flows to create for the app: 

  • Supplier account synchronisation

  • Utility bill payment 

  • Car insurance purchase 

  • Vignette purchase 

  • Voucher purchase 

  • Property owner management system

In my design process I have taken the following steps: 

  • Mapped the key user stages 

  • Created a wireframe

  • Created a prototype based on initial user needs 

  • Tested the prototype with stakeholders, existing users, users who have never seen the app before & users with different technical knowledge

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Continuous improvements

Apps are living organisms which need continuous improvement based on paying close attention to what users do. 


After launching functionalities, I have paid close attention to how users interact with our app on all services. 

I have done so, by:

  • Using Smartlook daily - a user behaviour recording tool 

  • Reading the app's live chat daily

  • Carrying out continuous user testing sessions. 

This has allowed me to suggest improvements, see where users get lost & suggest new functionalities based on what users were lacking

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Lessons Learnt & Reflections

In my journey with un-doi I have empathised with user behaviours in ways I never thought existed. 

I learnt so much about my own culture, an emerging market like Romania, that I thought I knew quite well. 

I've learnt that: 

  • True innovation isn't changing one behaviour to another one fully. True innovation is a complement to an existing behaviour that makes the user's life easier. Behaviour which will eventually change with time, step by step

  • True empathy relies in understanding where users come from, how they acted initially, what they understand & how they see life. Empathy in design is catering to an existing behaviour, improving their experience by them barely noticing.


Fun facts about I learnt about users in Romania: 

  • People have a huge lack of trust towards any company - as a result of communism

  • People are afraid to pay a huge sum for a service, they'd rather break it down in small payments 

  • There's a huge market for TV top-up

  • People in villages go to their local supermarket to pay their bills 

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