First AML

Solidifying value propositions with a comprehensive user-centric website redesign and development process.

Poised for high growth.

Poised for high growth.

First AML is a high growth startup, which by definition is a business model that is designed to be repeatable and scalable. They exist to help corporates and clients solve their AML compliance requirements with a painless, tech-driven solution vs laborious manual AML checks. Having gone through the highly competitive Icehouse Flux Programme to fully understand their opportunity in the market, First AML are well positioned to disrupt the fin tech space with an exciting, bleeding edge solution.


The underlying challenge with scaling any startup is conveying a clear value proposition and acquiring new customers. To do so effectively online in today’s market requires a customer-centric approach across the entire digital landscape - messaging, user experience, user journey, architecture, platform, etc. If any of these areas aren’t addressed within the website redesign process, missing pieces of the puzzle can have a dramatic effect on desired outcomes.

Discover what's possible.

Discover what's possible.

Realising this, from the beginning First AML was on board with our redesign process which begins with a discovery workshop to identify the missing pieces between the core business offering and it’s customers. Our  discovery phase included:


 - Business goals / OKR Definition

 - User Experience Definition

 - Information Architecture design 

 - Firm Project Scope & Roadmap 


Post discovery phase we had a much clearer understanding of our intentions and desired outcomes, which led us on to the design and development phase. After creating a series of  wireframes and eventually developing them into design mock ups that aligned with the First AML business case, it was clear that we had achieved the distinct user journeys and value propositions for each audience we were after.  

Built to last.

Built to last.

For the platform we utilised October, our favourite headless CMS that is extremely user friendly - ideal for any startup looking to manage themselves. Hubspot sales automation features were integrated for capturing online demos and sitewide tracking across numerous touchpoints. First AML now has considerable capability and intelligence when it comes to nurturing potential customers throughout the sales funnel and optimising content on the fly for quick and easy pivots in a fast evolving business.  Finally, on the front-end we used the Vue.JS, which is an industry-leading front-end language trusted by the likes of Google and Adobe to name a few. It helps us bring the modern look and feel necessary to attract and entertain users throughout their journey. It is also ideal for reducing dev time, improving runtime performance and scalability long term.


The outcome is a complete redesign that will give First AML the entire package for long term success. 

work preview

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