- Project
- MetaMap
- My role / type
- Head of Design
- Dates
- Dec 2018–Sep 2021
- Focus
- Product pivot · Verification journeys · Team process
0Surface
Keeping a verification platform understandable as it grew from 2 checks to 15+.
Current live product−1Why?
Every new check multiplies the choices.
−2Why?
Without a clear system, a product growing that fast turns into a maze for customers and a patchwork for the team.
−3Core
Preserve understandable decisions.
“The challenge was to preserve understandable decisions and a coherent experience while the product’s possibilities multiplied.”
My partI led design through a product pivot that broadened the platform’s verification offering. I led the design team and helped establish a more consistent way of working.
=Proof
Key outcomes
- Validation checks
- 2 → 15+
- Expanded the verification offering through a product pivot.
- Company funding
- $70M
- Funding secured during the company’s growth period.
- Design + delivery team
- 5 + 12
- Five designers and twelve developers across product, design and delivery.
In brief
MetaMap pivoted from a couple of verification checks to a platform of more than fifteen. My job was to keep that growth understandable — for customers and for the team building it.
The problem
Every new check multiplies the choices
A verification product with two checks is easy to explain. With fifteen that customers can configure and combine, every addition multiplies the journeys, states and decisions — for the businesses setting verification up and for the people going through it.
Without a clear system, a product growing that fast turns into a maze for customers and a patchwork for the team.
The approach
Clear journeys, reusable patterns
I led design through a product pivot that broadened the platform’s verification offering. The work required clearer journeys and reusable patterns as customers gained more ways to configure and use verification.
The challenge was to preserve understandable decisions and a coherent experience while the product’s possibilities multiplied.
The team
Give the team shared tools
I led the design team and helped establish a more consistent way of working. We moved the design process into Figma and brought analytics into product discussions.
That foundation made it easier to compare options, explain decisions and collaborate with product and engineering on a changing platform.
The leadership
Keep direction connected to delivery
The role joined product direction with the daily work of designers and developers. Design processes were valuable when they helped people ship coherent work across many verification scenarios.
As the offering expanded, I kept the design process close to the product decisions it needed to support.
The result
A platform ready to grow
The verification offering expanded from 2 to more than 15 checks, built and shipped by a team of five designers and twelve developers across product, design and delivery.
For context, not credit: the company secured $70M in funding during that growth period and was later acquired by Incode.
Customer reviews
What customers said about the product
“I love that you can configure the product remotely without having to deploy new app versions.”
“La facilidad y rapidez que tienen los usuarios al verificar su identidad, tardan máximo 5 minutos en hacerlo.”
“How easily and quickly users verify their identity — it takes them five minutes at most.”
Customer reviews of MetaMap (Mati) on Software Advice, written about the product.
Live product
MetaMap still runs on flexible workflows.
Verification is still set up as flexible, configurable workflows — the growth the design system had to keep understandable.
Visit MetaMap