ANTSI, an identity verification product was created to reduce scams and fraud for e-commerce platforms.
The brand name was inspired by ants, because these social insects are able to identify each other by their sense of smell, through a blend of hydrocarbons present on the cuticle of every individual(the “label”).
Users = E-commerce Merchants
They can be either established merchants with years of experience or new.
Merchants usually get warnings before account suspension, however when the account suspension does happen due to various reasons, it can take about a week or two to get it back up again - which results in significant revenue loss.
E-commerce platforms are manually vetting new merchants in two scenarios: 1. when merchants register, set up shops 2. when merchants get suspended.
The “Before Antsi” slide below demonstrates the complexities and frustrations of how things are today:
DESIGN & TECHNICAL CONSIDERATIONS
The product has to be built into the e-commerce platforms, and needs to be customised for each platforms. Considerations to reduce the development time by having a build that can be easily “plugged in".
Having enough people in each national verification system is crucial to provide enough value to the e-commerce platforms.
THE PRODUCT USER FLOW:
