Crash
Architected an innovative dynamic KYC flow and payment orchestration layer, driving a 40% boost in cross-border success while optimizing operational costs.
Crash
SaaS / iGaming · Product Owner
Situation
As the company expanded into 4 new APAC markets, our legacy payment infrastructure became a critical bottleneck, resulting in high cross-border failure rates. Meanwhile, competitors relied on a rigid, one-size-fits-all KYC process. This static approach incurred heavy operational costs and manual review efforts for all users regardless of risk, creating immense friction for low-risk users and causing severe drop-offs.
Task
Architect a scalable payment layer and an innovative, risk-adjusted KYC flow to maximize conversion rates and reduce operational costs without compromising strict AML compliance.
Roles & Deliverables
Dynamic KYC Innovation: Rather than following the industry standard of uniform KYC, I spearheaded an innovative dynamic verification flow. Through continuous exploration and behavioral analysis, we matched transaction risk with appropriate KYC costs, automatically adjusting document requirements based on real-time user risk profiles.
Payment Orchestration: Orchestrated a cross-provider health management strategy integrating local payment methods (ZaloPay, MoMo) and optimizing underlying currency conversion logic.
UX Revamp: Redesigned the deposit UI to enhance promotion visibility and streamline the user journey.
Strategic Trade-off: Accepted a longer initial time-to-market to build a backend configuration feature, enabling B2B tenants to run dynamic and legacy workflows in parallel. This reduced adoption friction, increased trust, and supported gradual migration to the new system.
Result
Scalable Infrastructure: Established a robust financial foundation capable of absorbing the complexity of fragmented Asian payment ecosystems.
Market Leadership: Redefined onboarding efficiency standards, deploying a highly adaptable risk management engine that minimized operational overhead.
Impact
Conversion Surge: Boosted cross-border transaction success by 40% and overall payment success by 10%. UI revamp directly drove a 13% increase in order volume and a 6% AOV rise.
Cost & Friction Reduction: Reduced transaction time by 45% while maintaining 100% AML compliance. Lowered sign-up drop-offs by 35% and increased Day-1 retention by 15%.
Details