Design Case study
SaaS Investor Connection Platform Redesign
Modernized user experience and brand identity for a SaaS Investor Platform that connects Family Office Investors and Startups.
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One of our portfolio copmanies, a SaaS platform based in North Carolina (USA), connects Family Office investors with startups, helping them raise capital. As the platform gained popularity and its user base grew, it became clear that it needed to scale and undergo a redesign. The platform’s outdated user experience design and inconsistent brand elements were creating barriers to user engagement and growth.
Varyence provided funding, business guidance, technical leadership, UX/UI design, and development expertise to increase the platform’s scalability and improve user engagement and satisfaction.
- Redesigned user experience.
- Modernized the brand identity, including a logo redesign.
- Added new enhancements such as designs for Customer and Admin roles, a Dashboard page, and Advanced Filters.
- Designed marketing collateral and presentations.
Varyence continues to maintain and enhance the SaaS Investor Connection Platform as it grows, adding new features and refining the design.
Hear a testimony directly from the CEO
They are very meticulous in terms of keeping weekly planning meetings in the communication kind of the protocol, using Figma.
I’m a very visual person, so having these tools is to kind of make the communication and the whole journey that much easier.
So I definitely feel they’re very professionally organized.
Customer Challenge
- Rebrand the platform with a more modern logo and visual identity to reflect its position as a leading Family Office investor connection platform.
- Redesign the website structure to create a more intuitive and seamless user experience.
- Simplify complex workflows and improve ease of use for both Family Office investors and startups.
- Design interfaces for Customer and Admin accounts, ensuring clear, user-friendly dashboards and account management features.
- Showcase events to provide more information on industry events and opportunities.
- Develop a comprehensive Design System, Brand Kit, and Social Media Kit to ensure consistency across all elements of the platform and simplify future design and development efforts.
Design Journey
Below is insight into the design journey for this SaaS Investor Connection Platform.
Depending on the size and budget, we would perform these similar steps on most design engagements.
User research and analysis
- Discussed with real potential clients, startup founders, investors, family offices to understand their needs and experiences.
- Collaborated on market research and validation.
- Identified areas where users struggle or have pain points with current investor platforms in the market.
User journey mapping
- Created a visual map illustrating user interactions with our SaaS Investor Connection Platform.
- Documented user personas.
- Identified areas where users may get stuck or feel frustrated and enhanced the user experience within those problematic areas.
Information Architecture and Content
- Organized content for the landing page and application to help users find what they need easily.
- Ensure content aligns with users’ needs and goals.
- Crafted information architecture.
Brand style guide
- Redesigned a logo, visual style and design system that aligns with the brand & user experience. A comprehensive Design System was developed to ensure consistency across all elements, providing unified experience and simplifying future updates.
high-fidelity design and clickable Prototype
- Developed interactive prototypes to see how users interact with the design.
- Tested and validated the design with real users.
Results
The SaaS platform now features a fresh and modern visual identity, including a redesigned logo that aligns with its position as a leading and trusted Family Office investor connection platform.
The redesign offers a more intuitive and seamless experience for users, making it easier for both Family Office investors and startups to navigate the platform.
Key workflows, such as investor-startup interactions, have been simplified, improving ease of use and engagement.
New designs for Customer and Admin accounts feature intuitive, user-friendly dashboards and enhanced account management tools, complete with detailed statistics.
These improvements promote better user interaction and satisfaction.
Additionally, new dashboard pages and advanced filtering options allow users to quickly access relevant information, boosting overall efficiency of the platform.
New additional marketing materials and an events page have been added, providing users with updated industry information and opportunities.
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