Time line
4 months
Launched in May 2024
Team
Anna N / Co-Founder
Matthew T / Head of Technology
Kristijan V / Head of Legal
Rosana P / Graphic Designer
My role
UX/UI Design
Research
Develop
TOOLS
Figma, Photoshop, Webflow,
CSS, HTML
Brief
"Empowering the Investment and VC Ecosystem"
This project involved the redesign and development of a corporate website for a Sydney-based B2B fintech startup, founded in 2022. The company provides comprehensive end-to-end solutions that empower venture capitalists and fund managers to launch, scale, and operate investment funds.
As the UI/UX designer, I was responsible for leading the redesign of the website, focusing on improving usability, visual consistency, and brand communication, while also collaborating on the development to ensure a seamless end-to-end delivery.
This website was launched in May 2024. View the website here.
My Responsibilities
My Responsibilities
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Conducted UX research and competitor analysis to identify market opportunities.
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Collaborated with legal and developer teams to streamline workflows for financial services.
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Designed and tested user-friendly interfaces, ensuring consistency with the design system.
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Built and launched the website using Webflow with custom CSS and HTML.
Problem Statement
The project aimed to address critical usability and credibility issues in the company’s digital presence. The old website did not effectively communicate the company’s value proposition, lacked a clear information hierarchy, and failed to provide intuitive navigation. These limitations hindered user trust and reduced the platform’s ability to support business growth.
Discover
In the discovery phase, I conducted a comprehensive review of the existing website and triangulated findings from three sources:
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Website analysis: The site provided only limited content, inconsistent design, and inefficient navigation.
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Expert interviews: Insights from two financial lawyers and one senior investment professional highlighted the importance of clarity, professional tone, and efficiency in accessing information.
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Competitor analysis: Platforms such as AngelList, Accenture, Aussie Angels, and Repool demonstrated clear messaging, intuitive homepage structures, effective CTAs, and mobile responsiveness.
The insights gathered during discovery were validated through triangulation of three key sources—website analysis, expert interviews, and competitor research—ensuring the reliability of findings. This comprehensive approach provided a solid foundation for design decisions, aligning the redesign with user needs and market expectations.
Insights
Based on the research findings, four key pain points were identified:
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Unclear Information Architecture: Users struggled to locate essential content due to inconsistent hierarchy and labeling.
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Lack of Trust and Credibility Signals: The website failed to convey professionalism, reducing confidence in the platform.
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Inefficient Navigation: Complex and non-intuitive navigation hindered task completion and increased user frustration.
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Limited Engagement and User Guidance: Users lacked clear pathways to understand services or take action, resulting in lower conversion and engagement.
Wireframes
Based on insights gathered during the Discover and Define phases, I began developing initial user flows and wireframes. The following is a partial wireframe showcasing key screens in the process.
Usability Testing
To evaluate the usability and effectiveness of the design, I conducted two rounds of user testing.
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Round 1 – Wireframe Testing
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Participants: 15 users
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Goal: Test navigation clarity and information hierarchy at the wireframe stage.
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Findings: Participants found the homepage structure intuitive, but the navigation bar required clearer labelling.
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Round 2 – Visual Design Testing
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Participants: 10 users + 3 industry experts
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Goal: Assess visual consistency, branding, and usability of interactive elements.
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Findings: Users appreciated the professional tone and clean design, but requested improved contrast in certain sections and more prominent CTAs.
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Iteration: Based on these insights, I refined the navigation bar, improved content hierarchy, and optimised visual contrast to enhance accessibility and engagement.
Final Design
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Homepage – Clear structure and engaging visuals introduce the company’s value and guide users toward core services.
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Navigation System – Simplified and consistent across all pages, enabling efficient information access.
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Service Pages – Designed with clean layouts, professional tone, and well-structured content to build trust with clients.
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About & Legal Pages – Crafted to highlight credibility, transparency, and compliance in the fintech space.
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Contact & CTA Sections – Strategically placed to encourage user engagement and streamline communication.
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Design System – A unified style guide for typography, colours, and components ensured consistency across the entire site.
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Responsive Design – Fully optimised for both desktop and mobile, ensuring accessibility in different usage contexts.
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Reflection
This project involved research, wireframing, user testing, visual design, and front-end implementation. While challenging, it also provided a deeper understanding of front-end development workflows, laying the foundation for more efficient collaboration in the future. While the final product offered a unified UX/UI experience, there was still room for improvement—particularly in the areas of animation polish and clarity optimization for certain interface elements. Overall, this project strengthened my ability to balance functionality and visual design and further reinforced my iterative, user-centered design thinking.