Creating identity on an investment network.

There are two main types of users on CircleUp. Entrepreneurs are users whose companies are on CircleUp to raise a funding round. Investors are individuals who are looking to invest in the companies or index funds on CircleUp.


Both the physical device and the mobile app needed to control the audio. The app would also be able to control multiple devices throughout a home, and change the source of the music stream.


I was the main product designer on the project. I worked closely with PM & engineering to bring the designs from sketch to final pixels.



User profiles had very limited information, and entrepreneurs found it frustrating to understand if investors would be a good match. Through user feedback, we discovered that entrepreneurs were Google searching the names of potential investors and were less likely to believe the legitimacy of these investors based on the short profiles.

We believed to create a better community on CircleUp, it was key to build identities of users on the site. With more information, users could better connect with each other over shared domains and experience.


Design user profiles that would be easy and quick to create, while showing relevant information to build a credence.

I chose to group related clusters of information for better scanning, in a two column format that could respond to a mobile format. Keeping with existing UI patterns on the site, I chose to create a sub navigation that could jump between more static content (summary, investments, etc) and dynamic content of social activity (forum posts, follows, etc).

Wireframes and an information archictecture were designed for the accompanying app. The app would also be able to control multiple devices throughout the home, and was where the music source was chosen (Pandora, Spotify, etc.)

Understanding where the content for the profiles would come from, and how to engage users to give this information, was key to creating successful profiles. Most of the information could be sourced from Linkedin, if the user connected to their Linkedin account. At the start of the project, about 25% of users had connected to their Linkedin accounts (mostly on signing up).

Besides biographical information (investment history, experience, etc.) the other key type of content were investors' interests. Knowing these interests categories, could later be used to suggest matching investment types. This information needed to be gathered directly from investors.

An investor user flow showing points to prompt for profile content, and the logic on when to prompt.


Joining a dealroom (which accesses a companies' more sensitive financial & business plans), was a very critical moment. The action indicated higher likely hood of an investor making an investment. Entrepreneurs had to manually allow investors to have this access, and because of the sensitive nature of the documents, they wanted to be able to trust the investors they were sharing this information with. That state provided a good opportunity to encourage investors to fill in their profiles.


The Dealfeed page showed the most recent activity across the site, and is one of the most highly trafficked areas. Because of this, it provided a good opportunity to collect investors' interests.


After several months of going live, the number of users connected to their Linkedin account increased from 24% to 48%. It was also decided to push the profiles public, so that they could be searchable through Google to increase sign-ups and transparency.

Selected Works

AxialProduct Design

CircleUp BrowseProduct Design

CircleUp User ProfilesProduct Design

WritingProject type

BetterBoxProduct Design