iyzico Physical POS - Product Design

Project Context

iyzico provides physical POS solutions to merchants as part of its B2B fintech ecosystem.

This project focused on redesigning the physical POS application flow to reduce complexity and improve clarity throughout the onboarding experience.

The solution needed to support both new merchants and existing merchants, each with different expectations, knowledge levels, and operational constraints.

Problem

The existing physical POS application flow was:

Multi-step and difficult to follow

Heavy in technical and operational terminology

Lacking clear feedback about progress and next steps

As a result:

Merchants spent more time completing the application

Drop-off rates increased during the process

Support teams received frequent questions driven by uncertainty rather than real issues

Goals

The main objectives of this project were to:

Make the physical POS application process clear and predictable

Increase merchants' sense of control and confidence during onboarding

Improve application completion rates

Reduce support requests caused by confusion and lack of transparency

Research & Insights

Methods

Merchant interviews

Analysis of existing application flows

Feedback from internal teams (support, operations, product)

Key insights

Merchants want to clearly understand where they are and what comes next

Technical language reduces trust and increases hesitation

Small errors or unclear steps often lead to full abandonment of the process

Design Approach

The design approach was built around a few core principles:

Step-by-step guidance with clear progress visibility

Simple and focused information hierarchy

Hiding operational complexity while maintaining trust

Reinforcing the "I'm in control" feeling, which is critical in B2B financial products

Key Design Decisions

1. Step-based Flow Structure

The application process was divided into clearly defined steps, with visible progress indicators.

Why? To reduce uncertainty and help merchants mentally map the process from start to finish.

2. Content Simplification

Technical and operational terminology was translated into merchant-friendly language.

Why? Physical POS solutions may be technical, but the application experience shouldn't be.

3. Clear Visual Hierarchy

Form fields, descriptions, and actions were structured with a strong visual hierarchy.

Why? In B2B forms, most errors stem from cognitive overload rather than lack of intent.

Flow & Experience

The resulting experience focuses on:

Minimizing distractions and keeping attention on the current step

Clear call-to-actions supported by guiding microcopy

A layout optimized for desktop and tablet usage, common in merchant environments

(UI screens are intentionally not shared due to product confidentiality.)

Validation & Outcomes

Test participants described the new flow as more understandable and reassuring

Feedback related to "not knowing what to do next" significantly decreased

Clear KPIs were defined for future measurement and iteration

Learnings & Next Steps

This project reinforced several key learnings:

In B2B products, simplicity builds trust

Transparency doesn't mean exposing every detail

Consistent flows matter more than visually complex interfaces

Next steps include:

Making the application flow more modular for different POS types

Testing personalization opportunities based on merchant profiles

Role & Collaboration

My role in this project included:

End-to-end UX & UI design

Close collaboration with product, operations, and support teams

Translating merchant and internal feedback directly into design decisions

Final Note

This case reflects my approach to product design: focusing on clarity, decision-making, and real business impact rather than just visual output.