The project / Passcort
Domain / B2B, Verification
Year / 2024
Responsibilities / UX Research, App UI, Design system, Website, Interaction Design, Motion Design, Prototyping
“Making security simple and beautiful
OVERVIEW
Originally developed by the client as a white-label solution for their own product needs, Passcort was reimagined as a potential B2B product to enable business owners to integrate a verification widget into their services and unlock new revenue streams. Our task was to make this transition possible
While working on this product, I focused on three key perspectives (roles): Business Owner, End-User, and Admin.
CHALLENGE
Our team set out to create a competitive product to secure Passcort’s position in the rapidly developing market. We aimed to design a widget for quick and user-friendly verification, simplifying the process with the latest machine-reading technology.
In this project, I contributed not only to the widget but also to a CRM system for widget customization, internal interfaces for Passcort employees, and the website
END-USER PERSPECTIVE
Verification widget
The widget flow was designed in close collaboration with three teams: the technical team implementing machine-reading technology, the legal department, and the UX team, represented by me. My role was to balance the legal department’s requirements with the UX vision, ensuring a cohesive experience supported by the technical team’s solutions.
The challenge was that, as a B2B project, we couldn’t rely on a specific persona or user type; the end-user could vary widely depending on the business owner. So, we focused more on competitor research which helped us identify the best practices and led us to the simple ideal task-flow displaed below.
Metrics
Recognizing that each end-user discouraged by a complex verification process represents a potential loss for our clients, I consider the abandon rate the North Star metric. While, supporting metrics included task completion time, data input volume, number of steps, and error rate.
To achieve these goals, we minimized the amount of data users needed to enter manually by assigning as much of their task as possible to AI, removed unnecessary screens (such as review and confirmation in cases of success), and created a consistent step-by-step flow.
BUSINESS OWNER PERSPECTIVE
Verification widget
KYC Widget Customiser is a CRM system that allows businesses to create customized verification processes for their products.
The team focused on covering core client needs, such as configuring the customization process for specific regions and industries, while I specifically addressed less obvious needs, like providing users with a feeling of confidence during widget creation through result visualization and quick access to the demo version.
We began by viewing the product from the following business owner's perspective.
As a business owner, I want to:
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Enable additional features, such as address verification and AML (Anti-Money Laundering) checks, if needed for my business.
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Configure the verification process to meet the specific requirements of my region and industry.
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Customize the widget’s appearance to align with my brand.
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Easily test the demo version of the widget to ensure it meets my needs.
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Integrate the widget into my product quickly and seamlessly.
The widget creation process was broken down into steps and includes a progress bar, making flow simple and clear for the client
The challenge of the 'Creating Conditions' step was that, although it provides users with flexibility to adjust the flow, it could be complicated and difficult for less experienced users to navigate. To simplify it I designed it in the form of a list rather than a diagram, which is more commonly used in complex products.
Users can check the demo while customizing their widget by simply scanning the QR code on their device. This quick demo access is available from the created widgets list. Once the widget is created, users are provided with a link to the widget, which they can then add to their website or app
ADMIN PERSPECTIVE
Staff-only interfaces
Automatic verification doesn’t always succeed in verifying users. When suspicions arise regarding a specific end-user, the Passcort team handles the review. To enable effective collaboration between humans and artificial intelligence, we developed an admin panel where administrators can manually verify suspicious users.
ℹ️Since this is an internal interface, all text and sensitive data are blurred, which I hope doesn’t hinder seeing the core design concept.
DESIGN SYSTEM
WEBSITE
Finally, transitioning from an internal product to an external one required a website. The challenge was in explaining the cutting-edge technology and product offerings in a simple way. This was particularly achieved through an animation in the hero section, which introduces the core functionality of the product more effectively than text or static images.
To highlight the advanced technology the product presents, I chose a clean geometric visual style, with guiding lines used consistently throughout the layout.
OUTCOMES
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A simple, seamless flow for end-user verification.
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A flexible and user-friendly customizer for clients.
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A design system built from scratch.
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Internal admin area.
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Website
