MERCHANT X A BRAND INVENTED TO SELL A CHECKOUT
Understand merchant and customer needs around checkout customisation, then design a flexible system that shows how Walley's checkout can be tailored to different brand identities. That meant creating a generic brand concept to showcase branded payment flows, membership handling and upsell opportunities, clearly and in a way sales and internal teams could reuse.
A storefront and a checkout that had to look like they belong to the same company.
“Highly customisable” is hard to prove in a pitch.
Walley positions itself as a highly customisable payment solution, and many potential clients expect the checkout to reflect their own brand identity rather than feel like a generic white label. Communicating that level of flexibility during sales pitches proved challenging.
The sales team depended heavily on designers to produce tailored visuals, often under tight deadlines, while the existing material made it hard to show how the checkout could adapt to different brands, user journeys and merchant needs.
Build one merchant that doesn't exist, completely.
To reduce friction in the sales process, we introduced a generic showcase brand called Merchant X: a concrete, reusable example of how Walley's checkout adapts to a merchant's visual identity and business needs.
- Shaped Merchant X as a complete brand with the team: logo, colour palette and visual language.
- Designed a dedicated storefront so the checkout could be shown in the context of a realistic customer journey, not in isolation.
- Built the fully branded checkout: custom call-to-action buttons, membership upsell elements, and a Merchant X Pay account as a payment method.
- Packaged everything as flexible, ready-to-use material for pitches and discussions.
The welcome bonus is surfaced where it changes the decision, not after it.
The merchant's own payment method, with Walley powering it underneath.
Order summary, a one-tap satisfaction question, and the app upsell.
Five languages ship from one set of components, with no redraw per market.
A design system Walley now uses in every customer pitch.
The project resulted in a dedicated design system for Merchant X, now used by Walley in customer pitch meetings. It is highly customisable and continuously updated, streamlines pitch creation by saving designers time, and gives merchant operations a clearer way to communicate.
The system supports Swedish, Norwegian, Danish, Finnish and English, enabling consistent use across Nordic markets.