FoodHack is a fast-growing community platform for foodtech founders and investors.
The company set out to build a dedicated investment platform that would bridge startups seeking capital with investors looking for opportunities — all in one streamlined digital product.
I was brought in as a freelance founding designer to co-build this tool from the ground up alongside FoodHack’s co-founders, developers, and advisors.
Problem
Building an investment platform meant tackling unique challenges.
Dual-user complexity: founders and investors needed different yet seamless experiences.
Trust & clarity: financial data and deal flows had to be presented with authority, transparency, and zero ambiguity.
Technical constraints: limited dev resources required pragmatic, implementable designs.
Education without friction: many startups were first-time fundraisers and needed hand-holding without overwhelming UX.
Community vs. professionalism: maintaining FoodHack’s approachable identity while delivering a credible financial tool.
Process
Discovery & Mapping
Analyzed founder vs. investor needs to map dual user journeys.
Defined the core investment lifecycle: deal submission → evaluation → expression of interest → follow-up.
Ideation & Prototyping
Created low-fidelity wireframes to test early assumptions.
Iterated through interactive prototypes validated with advisors and pilot users.
Scoped features tightly with devs to balance ambition with feasibility.
Design System & Collaboration
Built a modular design system to support rapid iteration.
Maintained weekly design/dev syncs to ensure clarity and technical alignment.
Acted as the bridge between co-founders, investors, and devs to translate business goals into usable features.
