Goti | Finance
Streamlining payment processing for accountants
Goti is software built to simplify payment processing for accounting firms managing clients with $1 million in revenue, pivoting from its original focus on fraud detection.
Project overview
I was the sole Product Designer, collaborating on market research and leading design workshops and the end-to-end design process to ensure we were solving real problems for accountants.
My contribution
Turns out accountants just don’t care about fraud.
Goti was initially developed for fraud detection, but it just wasn’t getting any traction. Research revealed that due to internal processes fraud on that scale was incredibly rare, so it wasn’t a pressing need for most accountants.
But during research, we did find a problem they were facing; processing payments for clients with around $1 million in revenue. Turns out we had uncovered a new, emerging trend in the industry: Payments as a Service (PaaS).
Original Design
Final Redesign
Pivoting to streamline payments with intuitive, efficient design.
We immediately shifted gears to pivot the business and focus on simple payment processing workflows by redesigning the platform.
Ideation workshops focused on payment workflows, intuitive design and efficiency improvements, such as keyboard shortcuts and a popular SaaS interfaces such as Slack and Notion, which aligned with our research into accountants’ needs.
Co-designing with accountants led to unexpectedly effective solutions.
We created prototypes and continuously refined them based on accountant feedback in further focus group and individual sessions.
For example, including a dashboard was proving ineffective, which was surprising. But accountants have a set date and time to process each client’s payments and there was no need to continuously monitor the platform, so the dashboard was just getting in their way.
Testing proved a simple search bar on entry was far more beneficial.
Early Dashboard Iteration
Final Solution
Building a robust design system to ensure consistent and efficient handoff.
I set up a robust design system to maintain consistency across the product, ensuring all variables and components were aligned with developers for seamless integration.
The Figma file included production-ready designs with detailed screen variations and annotations. This comprehensive approach ensured clarity, reduced development friction, and streamlined the handoff, making the build process more efficient and precise.
Design System
Production Designs
Strong interest from accountants signals a promising relaunch.
The revised product received strong interest and feedback from the accountant cohort with 10 accountants signing up for beta testing, with more on the waitlist.
This validated our approach and showed high potential for a better product market fit upon relaunch.
How understanding users can led to a pivotal change.
It was fascinating to see that if research into the original problem had been done earlier, the original product may never have been built.
But the founder’s adaptability, choosing to pivot instead of giving up and following market research, was inspiring. It reinforced the lesson that understanding and prioritising real user needs can completely reshape a product’s direction and potential success.