Digitising investing
CoInvestor is a secure cloud-based software solution that digitises the investment process and management of alternative assets. The business objective is to create an ecosystem of fund managers, angel investors and financial advisers to streamline their workflow and present thousands of private market investment opportunities all in one place.
This was a great opportunity to get to know the FinTech sector and really understand the company mission. As the first in-house designer at CoInvestor, I had the latitude to experiment, define and redefine the brand identity. The start-up environment meant that things evolved quickly, so while features evolved my knowledge and understanding of the product also grew, increasing my capabilities to accurately create the foundations of CoInvestor brand identity.
Brand expression, UI Design System
Connecting a disconnected marketplace.
The process of investing in private market assets is notoriously cumbersome with limited reporting and aftercare. The platform is split into three portals depending on the use case. This approach was adopted to eliminate confusion among current and potential users.
Challenges:
Early stage so a lot of experimentation and user research was carried out to understand need of customers (B2B and B2C)
Internal uncertainty around how each offering should look and sound
Brand identity
CoInvestor is the master brand with two subsidiary branches off of it: Technologies (B2B) and Connect (B2C).
Design system
Brand Identity
The core logo reflects one of the central values of the business - collaboration. The combinations within the colour palette are determined by who the audience is, The connect core colour is a rich pink while the corporate business offerings are represented through a pigmented blue and cool turquoise.
Buttons and icons
The artistic yet functional style of the buttons and icons used within various marketing assets and across the website were also reflected within the product to ensure a consistent user experience.
Go-to-market solution
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For Investors
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For Advisers
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For Managers
Success and advancements
The initial launch for the bread refresh was a success and internal stakeholders were pleased with the solution. They were able to A/B test against a variety of landing pages for each user type and really refine the messaging as a result. This really laid the groundwork for the team to continue to develop and define the framework and product features to align with changing OKRs and business objectives.
Roles and responsibilities
Design system
Refresh brand identity
UX/UI Design
Website build via Hubspot
Journey mapping
Wireframing