Role
Senior Product Designer
Scope
Platform UX · B2B2C
Duration
6-8 months
Summary
SumUp’s hospitality products were launched as separate MVPs — the kiosk, merchant portal, and kitchen display system (KDS). While functional, merchants had to wait 3–4 weeks for Ops-led installation, lacked branding and localisation options, and experienced a fragmented ecosystem. This slowed onboarding, increased churn risk in the UK, and limited SumUp’s ability to scale hospitality products globally.
As Design Lead, I led the end-to-end redesign of SumUp’s hospitality ecosystem across the kiosk, merchant portal, and KDS, and established scalable B2B2C design patterns to support expansion from the UK to the EU, US, and Brazil.
Outcome: Merchant onboarding was reduced from 4 weeks to 5 days, average consumer ordering time dropped from 4.2 minutes to 2.2 minutes, and the platform now supports 190k+ monthly orders, 1M+ transactions, 100%+ QoQ kiosk sales growth, while avoiding the need to hire 4 additional Ops managers.
Problems
Merchant onboarding relied heavily on manual Ops support, as the MVP merchant portal lacked a self-serve setup and was built with internal, technical terminology that merchants struggled to understand. Merchants typically waited 3–4 weeks for kiosk installation and menu configuration, delaying time-to-value, increasing churn risk, and limiting SumUp’s ability to scale beyond the UK.
For consumers, the kiosk experience was slow and generic. Reusing the POS (B2B) design system led to small touch targets, broken visual hierarchy, missing merchant branding, and incomplete payment flows such as PIX in Brazil. As a result, consumers spent ~4.2 minutes per order, creating queues and friction during peak hours.
At the system level, the hospitality ecosystem was fragmented. The kiosk, merchant portal, KDS, and kitchen slips were built independently as MVPs, while third-party KDS software introduced ongoing licensing costs and inconsistent workflows. Orders from in-store, Uber Eats, and Deliveroo were hard to distinguish on kitchen screens, increasing cognitive load and slowing preparation. This fragmentation made the system expensive to operate and difficult to scale ahead of SumUp’s Q1–Q2 2024 regional expansion.
Prioritisation
I worked with Product and Engineering to align design priorities with SumUp’s rollout plan. The goal was to launch the first in-house hospitality suite in the UK in Q1 2024, then scale to the EU, US, and Brazil in Q2.
To increase revenue and reduce churn, we prioritised shipping Kiosk v1 and the Merchant Portal first, followed by KDS once upstream patterns stabilised. Loyalty was intentionally sequenced later, after ordering and onboarding flows were proven.
This led us to focus on:
Kiosk consumer ordering flow
Merchant self-onboarding via the portal
KDS and kitchen operations clarity
Loyalty integration (later phase)
Design solution
Redesigning the kiosk experience with scalable design patterns
I redesigned the kiosk consumer experience as a scalable system, optimised for speed, clarity, and accessibility across markets. At the interaction level, I improved menu browsing and checkout, reduced cognitive load through inline item edits, and designed touch-friendly layouts using 720×1280 px as the smallest global baseline based on merchant hardware profiles.
At the product and strategy level, I partnered with Hospitality leadership to workshop and prioritise future use cases, including loyalty integration, leading to a decision to introduce a QR-code–based digital loyalty card in the UK roadmap.
At the system level, I embedded reusable B2B2C design patterns directly into the kiosk experience. This included shared component patterns across kiosk sizes, clearly defined merchant customisation to support brand expression without breaking UX, and generic payment flows and motion adaptable to regional payment methods such as PIX in Brazil. These decisions allowed the kiosk to scale across markets without redesigning the experience for each country.
Redesigning the merchant onboarding experience
To remove reliance on Ops-led installation, I led the redesign of the merchant onboarding experience in the portal. I reworked the information architecture, terminology, and setup steps to replace phone calls and on-site support with a clear, guided, self-serve flow.
I deliberately prioritised only the information required to get a kiosk live, deferring non-essential configuration to later stages. Inputs were structured to support future hospitality products such as online ordering and table pay, ensuring the onboarding flow could evolve without rework.
Redesigning the KDS and kitchen slip
I redesigned the KDS to reduce dependence on third-party software and align kitchen operations with SumUp’s in-house hospitality ecosystem. Ticket stages were clearly surfaced across in-store, delivery, and kiosk orders, allowing kitchen staff to understand order status at a glance.
Because kitchens often operate in low-light environments, I introduced a dark mode optimised for Android tablets and phones. As SumUp’s design system did not yet support dark mode, I worked with the Design System team to ensure the pattern could scale beyond the KDS. I also redesigned the kitchen slip, refining typography, hierarchy, and spacing to improve scan-ability and reduce errors during food preparation.
Outcome
The redesigned hospitality platform significantly reduced friction for merchants, consumers, and SumUp’s internal teams.
For merchants, onboarding time dropped from 4 weeks to 5 days, while merchant satisfaction increased from 3.5 to 4.2 out of 5.
For consumers, average kiosk ordering time fell from 4.2 minutes to 2.2 minutes, supported by clearer order notifications, improved accessibility, and better localisation across markets.
From a business perspective, the platform now supports 190k+ monthly orders and over 1 million transactions, driving 100%+ quarter-over-quarter kiosk sales growth. By enabling merchant self-onboarding and reducing operational overhead, the redesign also avoided the need to hire four additional Operations managers.
Summary
SumUp’s hospitality products were launched as separate MVPs — the kiosk, merchant portal, and kitchen display system (KDS). While functional, merchants had to wait 3–4 weeks for Ops-led installation, lacked branding and localisation options, and experienced a fragmented ecosystem. This slowed onboarding, increased churn risk in the UK, and limited SumUp’s ability to scale hospitality products globally.
As Design Lead, I led the end-to-end redesign of SumUp’s hospitality ecosystem across the kiosk, merchant portal, and KDS, and established scalable B2B2C design patterns to support expansion from the UK to the EU, US, and Brazil.
Outcome: Merchant onboarding was reduced from 4 weeks to 5 days, average consumer ordering time dropped from 4.2 minutes to 2.2 minutes, and the platform now supports 190k+ monthly orders, 1M+ transactions, 100%+ QoQ kiosk sales growth, while avoiding the need to hire 4 additional Ops managers.
Problems
Merchant onboarding relied heavily on manual Ops support, as the MVP merchant portal lacked a self-serve setup and was built with internal, technical terminology that merchants struggled to understand. Merchants typically waited 3–4 weeks for kiosk installation and menu configuration, delaying time-to-value, increasing churn risk, and limiting SumUp’s ability to scale beyond the UK.
For consumers, the kiosk experience was slow and generic. Reusing the POS (B2B) design system led to small touch targets, broken visual hierarchy, missing merchant branding, and incomplete payment flows such as PIX in Brazil. As a result, consumers spent ~4.2 minutes per order, creating queues and friction during peak hours.
At the system level, the hospitality ecosystem was fragmented. The kiosk, merchant portal, KDS, and kitchen slips were built independently as MVPs, while third-party KDS software introduced ongoing licensing costs and inconsistent workflows. Orders from in-store, Uber Eats, and Deliveroo were hard to distinguish on kitchen screens, increasing cognitive load and slowing preparation. This fragmentation made the system expensive to operate and difficult to scale ahead of SumUp’s Q1–Q2 2024 regional expansion.
Prioritisation
I worked with Product and Engineering to align design priorities with SumUp’s rollout plan. The goal was to launch the first in-house hospitality suite in the UK in Q1 2024, then scale to the EU, US, and Brazil in Q2.
To increase revenue and reduce churn, we prioritised shipping Kiosk v1 and the Merchant Portal first, followed by KDS once upstream patterns stabilised. Loyalty was intentionally sequenced later, after ordering and onboarding flows were proven.
This led us to focus on:
Kiosk consumer ordering flow
Merchant self-onboarding via the portal
KDS and kitchen operations clarity
Loyalty integration (later phase)
Design solution
Redesigning the kiosk experience with scalable design patterns
I redesigned the kiosk consumer experience as a scalable system, optimised for speed, clarity, and accessibility across markets. At the interaction level, I improved menu browsing and checkout, reduced cognitive load through inline item edits, and designed touch-friendly layouts using 720×1280 px as the smallest global baseline based on merchant hardware profiles.
At the product and strategy level, I partnered with Hospitality leadership to workshop and prioritise future use cases, including loyalty integration, leading to a decision to introduce a QR-code–based digital loyalty card in the UK roadmap.
At the system level, I embedded reusable B2B2C design patterns directly into the kiosk experience. This included shared component patterns across kiosk sizes, clearly defined merchant customisation to support brand expression without breaking UX, and generic payment flows and motion adaptable to regional payment methods such as PIX in Brazil. These decisions allowed the kiosk to scale across markets without redesigning the experience for each country.
Redesigning the merchant onboarding experience
To remove reliance on Ops-led installation, I led the redesign of the merchant onboarding experience in the portal. I reworked the information architecture, terminology, and setup steps to replace phone calls and on-site support with a clear, guided, self-serve flow.
I deliberately prioritised only the information required to get a kiosk live, deferring non-essential configuration to later stages. Inputs were structured to support future hospitality products such as online ordering and table pay, ensuring the onboarding flow could evolve without rework.
Redesigning the KDS and kitchen slip
I redesigned the KDS to reduce dependence on third-party software and align kitchen operations with SumUp’s in-house hospitality ecosystem. Ticket stages were clearly surfaced across in-store, delivery, and kiosk orders, allowing kitchen staff to understand order status at a glance.
Because kitchens often operate in low-light environments, I introduced a dark mode optimised for Android tablets and phones. As SumUp’s design system did not yet support dark mode, I worked with the Design System team to ensure the pattern could scale beyond the KDS. I also redesigned the kitchen slip, refining typography, hierarchy, and spacing to improve scan-ability and reduce errors during food preparation.
Outcome
The redesigned hospitality platform significantly reduced friction for merchants, consumers, and SumUp’s internal teams.
For merchants, onboarding time dropped from 4 weeks to 5 days, while merchant satisfaction increased from 3.5 to 4.2 out of 5.
For consumers, average kiosk ordering time fell from 4.2 minutes to 2.2 minutes, supported by clearer order notifications, improved accessibility, and better localisation across markets.
From a business perspective, the platform now supports 190k+ monthly orders and over 1 million transactions, driving 100%+ quarter-over-quarter kiosk sales growth. By enabling merchant self-onboarding and reducing operational overhead, the redesign also avoided the need to hire four additional Operations managers.
Summary
SumUp’s hospitality products were launched as separate MVPs — the kiosk, merchant portal, and kitchen display system (KDS). While functional, merchants had to wait 3–4 weeks for Ops-led installation, lacked branding and localisation options, and experienced a fragmented ecosystem. This slowed onboarding, increased churn risk in the UK, and limited SumUp’s ability to scale hospitality products globally.
As Design Lead, I led the end-to-end redesign of SumUp’s hospitality ecosystem across the kiosk, merchant portal, and KDS, and established scalable B2B2C design patterns to support expansion from the UK to the EU, US, and Brazil.
Outcome: Merchant onboarding was reduced from 4 weeks to 5 days, average consumer ordering time dropped from 4.2 minutes to 2.2 minutes, and the platform now supports 190k+ monthly orders, 1M+ transactions, 100%+ QoQ kiosk sales growth, while avoiding the need to hire 4 additional Ops managers.
Problems
Merchant onboarding relied heavily on manual Ops support, as the MVP merchant portal lacked a self-serve setup and was built with internal, technical terminology that merchants struggled to understand. Merchants typically waited 3–4 weeks for kiosk installation and menu configuration, delaying time-to-value, increasing churn risk, and limiting SumUp’s ability to scale beyond the UK.
For consumers, the kiosk experience was slow and generic. Reusing the POS (B2B) design system led to small touch targets, broken visual hierarchy, missing merchant branding, and incomplete payment flows such as PIX in Brazil. As a result, consumers spent ~4.2 minutes per order, creating queues and friction during peak hours.
At the system level, the hospitality ecosystem was fragmented. The kiosk, merchant portal, KDS, and kitchen slips were built independently as MVPs, while third-party KDS software introduced ongoing licensing costs and inconsistent workflows. Orders from in-store, Uber Eats, and Deliveroo were hard to distinguish on kitchen screens, increasing cognitive load and slowing preparation. This fragmentation made the system expensive to operate and difficult to scale ahead of SumUp’s Q1–Q2 2024 regional expansion.
Prioritisation
I worked with Product and Engineering to align design priorities with SumUp’s rollout plan. The goal was to launch the first in-house hospitality suite in the UK in Q1 2024, then scale to the EU, US, and Brazil in Q2.
To increase revenue and reduce churn, we prioritised shipping Kiosk v1 and the Merchant Portal first, followed by KDS once upstream patterns stabilised. Loyalty was intentionally sequenced later, after ordering and onboarding flows were proven.
This led us to focus on:
Kiosk consumer ordering flow
Merchant self-onboarding via the portal
KDS and kitchen operations clarity
Loyalty integration (later phase)
Design solution
Redesigning the kiosk experience with scalable design patterns
I redesigned the kiosk consumer experience as a scalable system, optimised for speed, clarity, and accessibility across markets. At the interaction level, I improved menu browsing and checkout, reduced cognitive load through inline item edits, and designed touch-friendly layouts using 720×1280 px as the smallest global baseline based on merchant hardware profiles.
At the product and strategy level, I partnered with Hospitality leadership to workshop and prioritise future use cases, including loyalty integration, leading to a decision to introduce a QR-code–based digital loyalty card in the UK roadmap.
At the system level, I embedded reusable B2B2C design patterns directly into the kiosk experience. This included shared component patterns across kiosk sizes, clearly defined merchant customisation to support brand expression without breaking UX, and generic payment flows and motion adaptable to regional payment methods such as PIX in Brazil. These decisions allowed the kiosk to scale across markets without redesigning the experience for each country.
Redesigning the merchant onboarding experience
To remove reliance on Ops-led installation, I led the redesign of the merchant onboarding experience in the portal. I reworked the information architecture, terminology, and setup steps to replace phone calls and on-site support with a clear, guided, self-serve flow.
I deliberately prioritised only the information required to get a kiosk live, deferring non-essential configuration to later stages. Inputs were structured to support future hospitality products such as online ordering and table pay, ensuring the onboarding flow could evolve without rework.
Redesigning the KDS and kitchen slip
I redesigned the KDS to reduce dependence on third-party software and align kitchen operations with SumUp’s in-house hospitality ecosystem. Ticket stages were clearly surfaced across in-store, delivery, and kiosk orders, allowing kitchen staff to understand order status at a glance.
Because kitchens often operate in low-light environments, I introduced a dark mode optimised for Android tablets and phones. As SumUp’s design system did not yet support dark mode, I worked with the Design System team to ensure the pattern could scale beyond the KDS. I also redesigned the kitchen slip, refining typography, hierarchy, and spacing to improve scan-ability and reduce errors during food preparation.
Outcome
The redesigned hospitality platform significantly reduced friction for merchants, consumers, and SumUp’s internal teams.
For merchants, onboarding time dropped from 4 weeks to 5 days, while merchant satisfaction increased from 3.5 to 4.2 out of 5.
For consumers, average kiosk ordering time fell from 4.2 minutes to 2.2 minutes, supported by clearer order notifications, improved accessibility, and better localisation across markets.
From a business perspective, the platform now supports 190k+ monthly orders and over 1 million transactions, driving 100%+ quarter-over-quarter kiosk sales growth. By enabling merchant self-onboarding and reducing operational overhead, the redesign also avoided the need to hire four additional Operations managers.
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