Dojah
2020–24Lead Product Designer · YC W22 · Identity Verification
- Led redesign of the core web application — twice (Jun 2021–Jul 2022, then rejoined May 2022)
- Worked with designers, engineers, PMs, and data scientists
- Focused on visual design, UX, and navigational flow aligned to a company rebrand
- Four months to rethink and ship, fully remote
Design
Information Architecture
- Navigation was the primary pain point — features like product keys buried under "Apps" instead of "Developer Tools"
- Restructured navigation into four logical groups: Main, No-code Tools, Widgets, Settings
- Reduced user frustration and dependency on customer support
Quick Actions
- Critical onboarding and compliance tasks were frequently skipped, delaying business processes
- Introduced a Quick Actions tab — a prioritised to-do list surfacing legal and verification requirements
- Reduced friction: high-priority tasks accessible in minimal clicks
API Environment Visibility
- Users confused Sandbox vs. Live environments — led to wrong API/wallet balance data and support tickets
- Designed a dismissible modal with 5-second countdown reminding users of their active environment
- "Never remind again" toggle for experienced users
- Support tickets related to this issue dropped significantly post-launch
Filters
- Existing filtering system was basic and didn't scale with growing product complexity
- Redesigned for intuitive refinement and extensibility as new filter types were added
Easy Lookup
- Feature for searching customer details by regulatory ID — previously clunky and multi-step
- Reduced number of steps required, focused form on critical fields only
- Improved results display for faster scanning and insight extraction
- 40% reduction in time spent on customer lookups
Rollout & Adoption
- One-time welcome screen highlighting key updates on first login post-launch
- Coordinated with marketing on a targeted email campaign to prepare the user base
- Launched August 20, 2022
Results
- > 50% reduction in onboarding and compliance time
- 40% reduction in time spent on customer lookups via Easy Lookup
- 60% reduction in developer integration time
- +91% organic traffic growth
- Significant drop in support tickets after IA and API visibility improvements
- Smoother user adoption through proactive onboarding and comms