Xapien AI
Due diligence AI
Year
2025 - current
Website
www.xapien.com
My Role
Principal Product Designer
Product
Objective
Xapien uses cutting-edge AI to process and understand information in all languages across all jurisdictions, so data analysis and decision making can happen confidently and fast.
The product had conflicting user flows, with overlapping information (split-brain as we called it) lack of fundamental design principles, accessibility standards and most importantly, an ever shifting GenAI enterprise level software ready to enter the market.
Process
Pioneered a design-led culture – facilitated multiple workshops around usability, UX persona creation, design training and evangelising; spearheaded design first thinking around the next generation of the platform design and instituted weekly cross functional discussions
I made a custom design system to accompany our new direction with a new dev <> design handoff process and documentation to make sure all verticals were aligned
Assisted in the rebrand of the company, and responsible for the user facing marketing assets of the platform as well as some advertising and MarCom assets that work synergistically with the product
Outcome
version 4 successfully launched with our first cohort of users (BP, McDonalds, Amazon, Bupa et al.) to great success providing valuable feedback and reducing churn 5x, gaining back momentum for our AAR and even turning around potential churners
Key design points that contributed to this:
Spearheaded new weekly touch-points to create a safe space for Q&A and discussion amongst stakeholder
Utilised clean demonstrable Figma boards with proper demarcation (edge, error, breakpoints etc.) to better facilitate development time especially amongst more junior members of the team to allow them to work autonomously
Added product logic to the designs themselves to ease development workflows
Created proper nomenclature and versioning control (brunches) to allow for visibility and traceability
Standout Features
Proprietary next generation entity resolution based on GenAI that defined the UX (providing proper IA for user assistance and disambiguation and source overview)
Custom subject extraction search assistant UX that incorporated a plethora of different sources and we focuses on allowing the user to identify their subject in <10 seconds to ease friction and target our reports per annum KPIs easily
Entity review flow that allows users to feel like they can correct any wrong information easily applying gamification elements to the flow
Beautiful UI that says more B2C rather than corporate B2B using a custom made design system
User roles and management, a full functioning user hierarchy system that allows users to invite more of the colleagues in the platform, share reports with guests as well as manage reports confidentiality on an Enterprise level
See our user flow for user management below
Research + Personas
Responsible for introducing a data-led approach to the company with a flexible good design approach. Conducted a lot of workshops including:
Affinity mapping
Crazy 8s
Kano model application
MoSCo framework
Initiated a list of trusted users to A/B test various user flow and features in development using semistructured remote interviews.
Using qualitative and quantitative data sources I created the first set of 4 user personas for the whole company to steer our OKRs and KPIs for the year. See them below (made using VEO3 and After Effects)
MarComs
Assisted as needed the marketing department with the creative direction and promotional material for both version 3 and version 4 of the platform culminating in the launch video of version 4 at the company's inaugural conference - XapienCon
Take a look at the Director's Cut below: