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Dojah

2020–24

Lead 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