Xapien AI
Due diligence AI
Year
2025 - current
Website
www.xapien.com
My Role
Principal Product Designer
Product
Objective
Xapien is an AI-driven due-diligence platform used by regulated organisations to assess risk across people, entities, and jurisdictions.
When I joined, the product had grown quickly through feature delivery, resulting in fragmented UX, duplicated information, and inconsistent interaction patterns.
My objective was to define a coherent product vision and scalable design foundation — delivering the newly dubbed Version 4 MVP within six months while setting the direction for long-term, enterprise-grade growth.
Core tensions
Enterprise credibility vs modern, intuitive UX
Highly complex data vs fast decision-making
Feature velocity vs system coherence
Regulatory seriousness vs product approachability
Process
I led a ground-up redesign of the Version 4 platform, shifting Xapien from a feature-led roadmap to a design-led product strategy.
Ran UX workshops to establish shared user understanding and prioritisation frameworks
Defined personas to align product, engineering, and leadership
Built a bespoke design system to reduce fragmentation and accelerate delivery
Aligned product UX, brand, and marketing into a single coherent system
Goals:
Scalable, coherent platform that reduced design debt
Improved build confidence
Clear foundation for future growth.
Design System:
I designed and implemented a custom design system to unify previously fragmented experiences and establish a shared design–engineering language.
The system balanced dense, data-heavy enterprise workflows with a modern, approachable visual language — improving consistency, build velocity, and decision clarity across the platform.
Outcome
Version 4 launched successfully with enterprise clients including BP, McDonald’s, Amazon, and Bupa.
Reduced ambiguity in product discussions through a shared UX vocabulary
Improved engineering velocity via systemised components and patterns
Significant reduction in UX inconsistency across the platform
Alignment of product, brand, and marketing under a single visual and interaction language
Standout Features
GenAI-powered entity resolution as the core UX primitive
Custom search assistant enabling subject identification in seconds
Entity review workflow designed for confident human-in-the-loop decisions
Enterprise-grade UI with B2C-influenced clarity and polish
Robust user roles and access management for collaborative workflows
See our user flow for user management below
Research + Personas
Research combined targeted UX workshops, affinity mapping, prioritisation frameworks, and iterative testing.
Using a combination of qualitative interviews and quantitative product data, I defined the first set of four user personas for the company.
Rather than static documents, the personas were designed as short video artefacts to make them memorable, sharable, and effective across teams.
They were used throughout the year to anchor OKRs, prioritise features, and align product, engineering, and leadership around a shared understanding of our users.
See the Persona's intro video below:
MarComs
Worked closely with marketing on go-to-market execution, including the XapienCon launch video and supporting assets, ensuring external messaging reflected the product’s underlying UX principles.
Take a look at the Director's Cut of the launch video below: