Sileon
FinTech
BNPL SaaS Platform
My Journey at Sileon
From Paynova to Sileon: Leading Design in a Strategic Pivot
Sileon emerged from Paynova, a Swedish fintech with over 20 years of experience in the digital payment sector, providing BNPL solutions to major companies like SJ, OKQ8, and Tradera. With Sileon’s shift to a cloud-based SaaS model, I collaborated closely with the CPO and Product team from day one to shape the product strategy and define key design initiatives.
Building Sileon’s BNPL SaaS
I promoted a user-centric approach early on, leading discovery workshops and actively participating in requirement and technical discussions. This foundation enabled us to develop the first MVP of Sileon’s BNPL SaaS platform and establish a new design system within a year. This experience deepened my technical understanding, allowing me to navigate complex design challenges with increasing confidence.
Cross-Functional Collaboration & Scaling the Design Team
At Sileon, I actively worked with Product, Tech, Marketing, Sales, and Leadership teams, reinforcing the value of cross-functional collaboration in product development. I contributed to expanding the Design team, identifying needs, and defining role requirements, as well as selecting candidates and conducting interviews. Mentoring and fostering design awareness within the organization were key aspects of my journey.
Sileon BNPL SaaS
From Legacy Systems to a Scalable, Cloud-Based SaaS
This required technical expertise and cross-functional collaboration to balance user experience, business goals, and technical needs.
The outcome was an MVP tailored for pilot customers, enabling early validation and iterative improvements.
Design System
Strategic Planning and Collaboration
This allowed me to leverage my previous experience with design systems, apply best practices, identify potential challenges, and collaborate with front-end developers early in the process.
Product Marketing
Validating Assumptions and Communicating Value
This aimed at validating assumptions early in the process and iterating on how we communicated our value proposition to potential customers.
Driving Sales and Insights
These efforts provided valuable insights and played an instrumental role in the overall sales process, leading to the signing of the first contracts.
Note: The example shown is one of multiple flows, showcasing various use cases of Sileon’s BNPL SaaS solution for digital banking. The designs are built to be easily customized for potential clients and integrated seamlessly into their digital banking experience as part of a product demo. The screens have been updated specifically for this portfolio.
“I can highly recommend Guillem for any product design position. He is creative, delivery focused and very skilled and experienced product designer.”
Bahareh Zand, CPO at Sileon