Design Leadership in Passpoint's Fintech Journey
Mubarak Babajide
Leading the Design Journey from Travel Services to Global Fintech
I led a crucial design journey at Passpoint to navigate the traditional travel service provider to a fully committed fintech company. This re-orientation was driven by an agile response to market fit that has propelled us to over 700,000 transactions processed and 60,000 + cards created.
Overview
Passpoint began as a hybrid travel and fintech service aimed at making international travel a smooth experience. I orchestrated the design journey from our initial mobile application focused on flight and hotel bookings to our current fintech platform.
We have now processed over 700,000 transactions and support 60,000+ cards, intending to position Passpoint as the go-to solution for global payment infrastructure. Learn more about Passpoint
Role
User research, IA, UX Design, Interaction, Visual design, Prototyping & Testing
September 2023 - Present
My Journey at Passpoint
I joined Passpoint initially as an Associate Designer, working alongside Deborah Dada, the lead UX Designer, who was leading design efforts. When Deborah departed in September 2023, I stepped up to lead the design function at a critical juncture.
The company was preparing to go live with the Passpoint mobile product because we needed to quickly establish our market presence. With a background in financial interfaces, I was uniquely positioned to guide the design direction during this pivotal period.
From associate design contributor to a leader, I lockstepped with our product team to define and refine our direction. This period of leadership coincided with our most significant strategic shift, which was recognizing that our fintech features were driving adoption more than our travel services.
I've grown extremely over time, and achieved some key things
Delivered UI/UX designs for 4 major product iterations (Mobile, GO, Enterprise, Fintech) in 18 months, contributing to the platform
Optimized the card application flow based on merchant feedback, helping to drive 60,000+ new cards created and contributing to 700,000+ processed transactions in 2024
Redesigned the onboarding/KYC process to increase conversion and support the launch of our new product line in Q1 2025
Created a design system with 80+ reusable components across our financial product suite (cards, multicurrency wallets, crypto wallets, virtual accounts), reducing design-to-development time by 30%
Sometimes leadership is handed to you, but other times, you have to seize it. I did both.
Our First Travel-Focused Product (PASSPOINT MOBILE)
Our initial mobile app targeted individual travelers and families, allowing them to book trips, manage travel needs, and access financial services on one platform. The sleek interface showcased both travel bookings and financial tools for smooth experiences.
First products are like first drafts, necessary but never the final story.
Passpoint Mobile Design Mockups
Different Features on the Passpoint Mobil
I created the foundation mobile app that combined travel services with financial tools, setting the stage for our journey.
Moving Onto A Merchant-Focused Web Platform (Passpoint GO)
After analyzing stakeholder feedback provided by our PM, Funmilola Joseph, I pivoted to design Passpoint GO, a web-based platform enabling travel agents to manage their business and book services for customers while accessing our financial tools for smoother operations.
The target audience shift changed everything about the design approach.
Merchant Web Application Dashboard
I translated business requirements into a complete web platform for travel merchants, addressing cost concerns with the initial mobile strategy.
Responding to Usage Patterns, Passpoint 1.0 BETA Was Born
Our analytics revealed that users were gravitating toward our fintech features more than travel services. So we decided to redesign the platform to maintain travel functionality while enhancing and highlighting the financial services that were gaining traction with our user base.
I proceeded to redesign the navigation and information architecture to emphasize financial services while preserving travel functionality.
Passpoint 1.0 Beta Dashboard
Fintech-First Approach with Passpoint 2.0 Beta
With Passpoint 2.0 beta, I further optimized the platform to foreground financial services while maintaining travel as a secondary offering. This version featured optimized card management, multicurrency wallets, and a more intuitive financial dashboard.
It was about finding what works and doubling down, our financial tools were resonating and performing.
Fintech First Approach Dashboard
I had also updated the design system and UI Component kits to adjust fully into the fintech feel
Passpoint Enterprise, Corporate Travel & Expense Management
In order not to phase out our travel services completely, we iterated and I designed a dedicated solution for companies to manage both travel bookings and financial expenses in one platform, creating distinct workflows for approval processes, reporting, and compliance requirements specific to business users.
Corporate and Enterprise Dashboard
Enterprise UX requires thinking in systems, not just screens.
Full Commitment to Financial Services
Following our strategic pivot to discontinue travel services, I redefined our platform to focus exclusively on fintech offerings, cards, multicurrency wallets, crypto capabilities, and virtual accounts with a cohesive, streamlined user experience.
Sometimes success means letting go of your original vision. By the end of Q4 2024, we achieved the following:
745,000+ Transactions were processed
62,000+ cards were created
Over 80 design components
The goal was to get the best of both worlds, which is the interoperability between traditional currencies and cryptocurrencies
Reintroducing Passpoint as a Fintech Leader
As we pivoted away from travel services, I designed our new corporate website to establish Passpoint's identity as a fintech platform. The site communicated our value proposition, showcased our financial products, and supported lead generation efforts.
I believe the website is often the first impression, so I make it count.
Passpoint Website Design Mockups
Key Takeaways from the Journey
Quick adaptation to user feedback and market trends was crucial. Our ability to pivot from a travel-centric to a fintech-focused approach without losing user trust was a testament to our robust design and strategic foresight.
User flows were continuously optimized based on real-time data, which significantly enhanced user satisfaction and retention rates. For instance, the redesign of our card application flow reduced user drop-off and increased card activation.
Detailed analytics helped identify that our fintech services were utilized three times more than travel services, guiding our pivot decision.
Post-pivot, our transaction volume increased exponentially, showcasing the effectiveness of focusing on our financial services.
As we look forward, Passpoint aims to integrate more AI-driven tools to personalize financial services, predicting and catering to user needs even before they arise.
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Posted Jun 7, 2025
Led Passpoint's pivot from travel services to fintech, enhancing financial tools and user experience.
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Timeline
Sep 1, 2023 - Ongoing
Clients
Passpoint
UX/CRO Audit for E-commerce Platform
Phastpay - Fintech Mobile App
