Building trust from identity to experience.
Creating Aloghesti's visual identity from scratch, then translating it into a mobile-first experience for understanding and comparing installment methods.
Aloghesti is an Iranian installment-commerce platform. It introduces customers to bank-backed credit options and lets them use approved credit to purchase products across categories including digital devices, home appliances, and vehicles.
My involvement began before the digital product. I created the visual identity from scratch in 2022 and later became the sole designer responsible for a six-month redesign covering more than 50 user flows and 100 interface frames in Figma.
The previous website presented only one installment method with limited explanation. Differences in credit limits, repayment periods, guarantees, eligibility rules, and application steps were difficult to understand, so many customers relied on phone support before completing a purchase.
Because Aloghesti did not have direct integration with every lending platform, the team also could not reliably track customers after they left the website to complete an external credit process.
The most complex part of the product page was the price box. It needed to keep the cash price visible while presenting installment methods with different credit limits, repayment periods, guarantees, credit-rating requirements, and application steps.
Goal: support selection, comparison, and education without turning the interface into a dense financial table.
Isolated plans
Clear individually, but difficult to compare.
Comparison table
Direct, but too rigid for changing conditions, education, and mobile.
The wider mobile-first experience included the homepage, product listing, product page, How to Buy, individual financing guides, profile, cart, branches, and product comparison—more than 50 user flows and 100 interface frames in total.
The interface was built through reusable Figma components and interface patterns rather than a formally documented design system. Organized, implementation-ready files supported consistency and developer handoff.
The symbol is constructed from layered paper-like forms referencing cheques, money, loans, recurring payments, and financial documents. Together, they create a checkmark representing approval, credibility, and trust.
The identity included a custom Persian logotype, logo symbol, stationery, social media layouts, and the primary colors #09539F and #30B24B. It was established before the website and later informed the product's visual foundation.
The released platform replaced a limited single-method presentation with a broader experience that explains multiple installment options, supports comparison, connects users to guidance, and reduces reliance on phone-assisted purchasing.
A guided recommendation feature is in development. Reliable post-launch analytics are currently unavailable, so the case focuses on shipped capabilities rather than unverified performance claims.