Natalia Golova's Portfolio

Clarifyd: MVP design for an AML/KYC platform

ROLE

Product Designer

TIMELINE

Nov'24 - Jan'25

I designed the MVP for a compliance platform aimed at tackling inefficiencies in AML risk assessment. The platform brought together essential tools for identity verification (leveraging GBG’s global ID checks), real-time watchlist screening, and document analysis for source-of-wealth and transaction records.

The project focused on achieving specific business goals: launching the MVP in 2025, targeting tranche 2 entities in Australia (such as real estate, legal, and accounting sectors), and reaching product-market fit (PMF) with a Sean-Ellis score above 40%. The target audience struggled with fragmented systems and time-intensive processes, making it critical to deliver a solution that simplified workflows and improved overall performance.

This case study is a work in progress.

Goal

To design a user-friendly and scalable MVP that:

Streamlined Processes: Combined multiple compliance workflows into one cohesive interface to reduce complexity.
Targeted Specific Needs: Focused on addressing the unique pain points of tranche 2 entities in Australia.
Enabled Validation: Created a product that could drive early adoption and achieve a Sean-Ellis score above 40%.

Outcome

reduced the task completion time for compliance processes by 35% on average

delivered a modular design system that supported the platform’s MVP scope while allowing for easy expansion in future iterations

User Research

Problem Statement

A Tranche 2 entity representative* needs an effective way to conduct an ongoing customer due diligence (OCDD), report suspicious activity and keep records, but struggles due to lack of service providers that specifically adhere to the new Australian AML/CTF regime.

*lawyers, accountants, trust and company service providers, real estate agents, and dealers in precious metals and stones

Assumption Mapping

I facilitated an assumption aggregation and mapping workshop to align on key uncertainties. This workshop directly informed the development of our research questions, prioritizing the testing of critical and unknown assumptions. In our case, most of these assumptions fell under the Desirability category.

UX Audit

We knew in advance that users complained about usability and feeling lost in the initial version of the app. I conducted UX audit to map the key usability issues.

Userflow Issues

The user flow frequently interrupts, requiring the user to follow a link sent to their email before they can proceed. Additionally, the AML and KYC flows are disconnected, with users unable to continue the AML process until they have completed the KYC process, which can take an indefinite amount of time.