InvestorUXRedesign

Investors wanted to answer portfolio-level questions in one place, but the existing experience was organized around disconnected company-level views. Critical information existed, yet users still struggled to build a reliable portfolio picture quickly.

The immediate issues were clear in research: investors could not see what changed since their last login, could not quickly find answers, and could not get confidence-building forecast or insight views.

• Change Visibility Gap - Users could not quickly spot what was updated since last session
• Slow Answers - Important portfolio questions required too many navigation jumps
• Limited Insight Layer - Forecast and scenario needs were not supported well
• Weak Landing Context - Legacy logos landing page did not provide bird's-eye portfolio understanding

While digging into user interviews, I found that a simple home-page polish would not solve the root issues. We needed a holistic product strategy that connected landing, data management, and future deal workflows.

Working with PM, I mapped a phased roadmap: Phase 1 fixed the landing and visibility issues, Phase 2 addressed portfolio data operations and trust, and Phase 3 extended into investor CRM with pre-deal scenario modeling.

• Research Method - Broke user interview quotes into digestible synthesis board patterns
• Pattern 1 - Each investor firm analyzes portfolio data in a different way
• Pattern 2 - Users needed up-to-date changes and one unified source of truth
• Pattern 3 - Users wanted richer reporting and scenario views for decision making

Phase 1 focused on creating a high-value investor landing experience where users could consume data across portfolio companies, customize views, and answer top questions without deep navigation.

I designed the IA and key interactions to make portfolio insights more scannable while keeping the structure expandable for later premium query capabilities.

Success metrics for this release were engagement from General Partners and investment team members on the new page, plus overall GP monthly activity.

• Objective - Replace logos-first landing with portfolio-first dashboard context
• Design Principle - Prioritize minimum viable scope without blocking later scale
• Interaction System - Introduce micro-interactions that surface high-value entry points
• Measurement - Track GP / investment-team engagement and monthly active usage

After the dashboard launch, the biggest blocker to trust remained data accuracy. Investors still saw incorrect values when portfolio companies had stale cap table updates, and they had limited control to correct cost/value in workflow.

Phase 2 reframed the problem as portfolio management operations: make entry points easy to find, make cost/value/update state explicit, and reduce support-heavy correction loops across company detail and holdings.

I moved from north-star wireflow to V1 scope and then translated the flow into production-oriented key screens for daily investor operations.

• IA Update - Phase 2 introduced portfolio-management routing within the existing investor structure
• Problem - Incorrect portfolio values reduced product trust as source of truth
• Goal - Clear management workflow for cost, value, and update visibility
• Success Metrics - Reduce support tickets for incorrect data, increase MAU/WAU
• Execution - IA update -> north-star wireflow -> scoped V1 flow -> production key screens

The next horizon was deal pipeline / investor CRM. Carta had long-term ambition here, but pre-deal workflows were new territory, so we used short design sprints to evolve IA before heavy build-out.

Phase 3 IA expanded scenario modeling and introduced investor CRM pathways (pre-deal companies, notes, update feed, and modeling utilities) while preserving continuity with existing funds/investor navigation.

This phase remains in progress, with WIP CRM screens focused on pipeline visibility, activity tracking, and scenario-modeling entry points.

• Roadmap Context - Phase 3 extends phases 1-2 rather than replacing them
• IA Move - Scenario modeling and investor CRM routes were added to the top-level structure
• Workflow Goal - Connect post-invest portfolio operations with pre-deal CRM exploration
• Current Status - Core IA defined, dashboard and interaction model in active iteration