Future of VC investment — Legend
UX research and design
Legend designs new trusted transparent systems to enable investors to generate the superior risk-adjusted returns in the venture capital ecosystem. We build community, content, and technology to bring increased transparency, diversity, and value to founders, investors, and institutional investors in the VC landscape. Our community includes the founders, investors, and institutional investors.
PROJECT OUTLINE
Time: In progress
Scope: Designing user flow, designing wire frame, designing UI, creating muck-ups, creating working prototype, Design branding
Target Group: Institutional investors
Product or Service: A digital platform for investors in the VC landscape to invest and manage their capital.
METHODS
Stakeholder interview
Expert Interviews
Mockup and Prototyping
MY ROLE
UX Researcher
UX Designer
PROCESS
Market Research > Framework of Opportunity > Refining the Concept > Prototyping > Testing
TEAM
Jessica Straus, Katerine Tang, Ehsan Darbandi
PROBLEM
While institutional investors and VCs have played a pivotal role in investing in technological transformation, they have largely ignored the potential of technology and design for their investment processes. Personal networks, Excel, email and the phone are insufficient tools to succeed in the next frontier of alternative investments. As a result, bias and FOMO persist.
CHALLENGE
How might we create an engaging platform for investor to minimize their biases, diversify their investment, and manage their capital.
SOLUTION
Legend is a platform designed to minimize biases for investors. Legend helps investor to explore new opportunities and manage their relationship with venture capital firms.
Initial concept
Legend designs new trusted transparent systems to enable investors of all kinds to move beyond bias and to invest in the diverse innovation ecosystem. In our changing global economy, now is the time for institutional investors to apply the value creation capabilities of technology and design internally. Institutional investors need new capabilities to identify future extraordinary individuals outside of their own networks and to realize the returns of investing in different genders, ethnicities, and geographies.
First prototype for testing three features, explore page, intake form and portfolio review.
User Interview
The first prototype used for in
Key insights
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THE REDESIGNING PROCESS
From here I joined the team
COMPETITIVE ANALYSIS
So far, all of the similar products in the market don’t have a user-friendly interface and users need to spend hours to learn how to interact with the products.
Also, I analyzed other financial platforms for usability, layout, navigation structure, compatibility, content, design and performance.
KEY FINDING
Navigation
Search feature
Data visualization
The MVP
Based on the findings from the interviews and competitive analysis we narrowed our focus on three features.
Intake form
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Search and filtering feature
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Portfolio manager
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MEASURING TRACTION
One of the methods for testing the business model was trough leading the potential customer to a website and test how the user interact with the landing page and wewther they finish the task of sharing their email.
USER TESTING
We test the prototype and interviewed market experts and potential investors to see if the current product answer to their needs
THE FEEDBACK
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FOCUSING ON COMMON APP
After analyzing the feedbacks we decided to focus on common app as the MVP amd test how the users interact with the intake form
