KYC-Chain Web App

KYC-Chain is an all-in-one workflow solution to verify customers’ identities, streamline a Know Your Customer (KYC) onboarding process and manage the entire customer lifecycle.

My Role

Trough a year and a half working on this project I served as the Lead Product Designer, while also fulfilling a product management role for 4 months.

In this period I managed based on numerous clients and stakeholder interviews, to rethink the entire product and come up with new features for a better market positioning.

Toolbox

Sketch, InVision, GitHub, Balsamiq, Aha!

Timeframe

Sep 2018 - Feb 2020

Problem

When I joined the company I took on the challenge of doing product management work, besides product design, for our overlooked B2B SaaS product.

As it turns out, even we had a great product-market fit, our customers were not very happy with it. It didn't fit their needs as promised and it was also very hard to use, our support team doing so many hours of guiding and explaining the basics. At the same time, we were having a hard time to keep up with the increased custom work requested.

So we took the decision to switch from Angular to React, and in doing so, rethink the entire product from the ground up. Plus, to be competitive, add some of the most required features that our clients were asking.

Research

Initial Research

Based on the different customer requests our Customer Success team had gathered over time, I started, with their help, to perform clients and stakeholder interviews. I wanted to understand where their needs are coming from, what they expect to get out of our platform, and how should the process look for their own customers.

At the same time, I spent a lot of time doing market analysis, to see what were the must-haves for a competitive product, and what regulations we had to follow.

Synthesis

All the research was synthesised in Confluence where I created priority charts for the additional features and custom work and gave the first rough time estimations for how long they would take to be developed. To be able to prioritise them properly I asked all the stakeholders teams to weight in and create their own priority list.

Even more, I involved the whole team into coming up with UX/UI improvements, aside to what we gathered from our clients already.

Outcomes

1. KYC Template Builder

This was the hardest part to understand by customers, and its lack of flexibility meant long hours of custom work development.

2. Document Editor

The document editor we had in place was very basic and full of bugs. The main request was to be able to handle complex forms like W-9 while becoming more user friendly.

3. On-Boarding App

This is the portal that our client's users have to use to be onboarded into their platforms, or while they undergo a KYC/AML process.

Wireframes

New Feature - Risk Scoring

One of the most challenging research parts that I did for this project was to design a Risk Scoring feature for our management app.

Risk Scoring is being undertaken to support Exchange partners who need ongoing risk monitoring of the individuals and companies that operate on their exchange. This is to comply with increased regulatory pressures. At the same time with new regulations in place, Banks are requested to do profiling of High-Risk profiles of clients to prevent money laundering and terrorism.

High-Level Jobs to be Done (JTBD)

Need to create a Risk Profile
Need to assign a Risk Level and categorize different applicants
Provide Ongoing KYC to members with different risk levels (Automatic Periodic Checks)
Business Metrics to manage the process

Process

onboarding app

I redesigned the on-boarding app with usability best practices in mind. I wanted to create an easy to use user-facing app, where the user knew what he had to do at each step, no matter how long the forms were. Things I considered:

Display at all times the steps where the user is at, and how many are left.
Make sure all inputs types are adequate for the information they require, and that they always display both labels and placeholders, an essential feature for mobile views, plus there is enough contrast for users with visual impairment.
Make sure we provided additional explanatory texts were needed, and feedback was given from the system, on user action.
Make it easy customisable with the client's branding.

User Flows

Style Guide

Contact

Want to get in touch? Drop me a line at oana.mangiurea@gmail.com or follow me on Twitter @caelea.

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