Designing a cleaner fundraising experience for food-tech founders and investors.
Designing a cleaner fundraising experience for food-tech founders and investors.
Designing a cleaner fundraising experience for food-tech founders and investors.
Client
Dentsply Sirona
Industry
Healthcare
Company Type
Public Company
Year
2022 - 2023
/ Context
Why FoodHack Built an Investment Platform
FoodHack is a global community that connects food-tech founders, investors, and professionals. As their network expanded rapidly, they identified a growing opportunity to streamline how founders raise capital and how investors discover early-stage food-tech startups.
They approached me to help design and structure their new investment platform, a digital experience that connects vetted startups with angel investors, syndicates, and VCs within the FoodHack network.
/ Context
Why FoodHack Built an Investment Platform
FoodHack is a global community that connects food-tech founders, investors, and professionals. As their network expanded rapidly, they identified a growing opportunity to streamline how founders raise capital and how investors discover early-stage food-tech startups.
They approached me to help design and structure their new investment platform, a digital experience that connects vetted startups with angel investors, syndicates, and VCs within the FoodHack network.
/ Context
Why FoodHack Built an Investment Platform
FoodHack is a global community that connects food-tech founders, investors, and professionals. As their network expanded rapidly, they identified a growing opportunity to streamline how founders raise capital and how investors discover early-stage food-tech startups.
They approached me to help design and structure their new investment platform, a digital experience that connects vetted startups with angel investors, syndicates, and VCs within the FoodHack network.
/ Goals
Designing for Trust, Scale, and Deal Flow
Design a seamless deal discovery and application platform for both founders and investors.
Build trust and transparency around the startup funding process.
Create a smooth, founder-friendly investment application flow.
Help investors filter, track, and express interest in relevant deals.
Make the platform scalable as more funding rounds and members join.
/ Goals
Designing for Trust, Scale, and Deal Flow
Design a seamless deal discovery and application platform for both founders and investors.
Build trust and transparency around the startup funding process.
Create a smooth, founder-friendly investment application flow.
Help investors filter, track, and express interest in relevant deals.
Make the platform scalable as more funding rounds and members join.
/ Goals
Designing for Trust, Scale, and Deal Flow
Design a seamless deal discovery and application platform for both founders and investors.
Build trust and transparency around the startup funding process.
Create a smooth, founder-friendly investment application flow.
Help investors filter, track, and express interest in relevant deals.
Make the platform scalable as more funding rounds and members join.
/ My Role
My Role: Strategic Product Design from 0 to 1
I was hired as a Freelance Lead Product & UX/UI Designer to co-build the foundation of this investment tool.
My role included:
Mapping out the user journey for both startup founders and investors.
Designing the end-to-end investment deal flow.
Creating wireframes, high-fidelity screens, and interactive prototypes.
Collaborating closely with FoodHack’s co-founders, developers, and advisors.
Delivering a design system to support rapid iterations and future feature growth.
/ My Role
My Role: Strategic Product Design from 0 to 1
I was hired as a Freelance Lead Product & UX/UI Designer to co-build the foundation of this investment tool.
My role included:
Mapping out the user journey for both startup founders and investors.
Designing the end-to-end investment deal flow.
Creating wireframes, high-fidelity screens, and interactive prototypes.
Collaborating closely with FoodHack’s co-founders, developers, and advisors.
Delivering a design system to support rapid iterations and future feature growth.
/ My Role
My Role: Strategic Product Design from 0 to 1
I was hired as a Freelance Lead Product & UX/UI Designer to co-build the foundation of this investment tool.
My role included:
Mapping out the user journey for both startup founders and investors.
Designing the end-to-end investment deal flow.
Creating wireframes, high-fidelity screens, and interactive prototypes.
Collaborating closely with FoodHack’s co-founders, developers, and advisors.
Delivering a design system to support rapid iterations and future feature growth.
/ Challenges
Balancing Simplicity with Complexity
Dual-user complexity: both founders and investors needed tailored, frictionless flows.
Sensitive nature of investment data required a trustworthy and clear interface.
Limited dev resources meant designs had to be smartly scoped and easily implementable.
Balancing community feel with professional-grade investment tooling.
Startups were often first-time fundraisers, UX had to educate without overwhelming.
/ Challenges
Balancing Simplicity with Complexity
Dual-user complexity: both founders and investors needed tailored, frictionless flows.
Sensitive nature of investment data required a trustworthy and clear interface.
Limited dev resources meant designs had to be smartly scoped and easily implementable.
Balancing community feel with professional-grade investment tooling.
Startups were often first-time fundraisers, UX had to educate without overwhelming.
/ Challenges
Balancing Simplicity with Complexity
Dual-user complexity: both founders and investors needed tailored, frictionless flows.
Sensitive nature of investment data required a trustworthy and clear interface.
Limited dev resources meant designs had to be smartly scoped and easily implementable.
Balancing community feel with professional-grade investment tooling.
Startups were often first-time fundraisers, UX had to educate without overwhelming.
/ Solutions
The UX Architecture Behind the Platform
Created two distinct flows: one for founders submitting deals and another for investors reviewing rounds.
Designed dynamic deal cards with structured data for easy comparison (amount, traction, team, sector)
Simplified the investment expression of interest (EOI) flow to just a few clicks
Developed a clean, minimal UI system with emphasis on credibility and clarity
Integrated smart filters, sector tags, and summary metrics for investor dashboards
Prototyped a mobile-first experience to ensure maximum reach and accessibility
/ Solutions
The UX Architecture Behind the Platform
Created two distinct flows: one for founders submitting deals and another for investors reviewing rounds.
Designed dynamic deal cards with structured data for easy comparison (amount, traction, team, sector)
Simplified the investment expression of interest (EOI) flow to just a few clicks
Developed a clean, minimal UI system with emphasis on credibility and clarity
Integrated smart filters, sector tags, and summary metrics for investor dashboards
Prototyped a mobile-first experience to ensure maximum reach and accessibility
/ Solutions
The UX Architecture Behind the Platform
Created two distinct flows: one for founders submitting deals and another for investors reviewing rounds.
Designed dynamic deal cards with structured data for easy comparison (amount, traction, team, sector)
Simplified the investment expression of interest (EOI) flow to just a few clicks
Developed a clean, minimal UI system with emphasis on credibility and clarity
Integrated smart filters, sector tags, and summary metrics for investor dashboards
Prototyped a mobile-first experience to ensure maximum reach and accessibility
Onboarding
Re-structured the product catalog with advanced filters and saved order templates
Improved UI feedback for compatibility warnings and regulatory constraints
Optimized for mobile and tablet use in clinical environments
Onboarding
Re-structured the product catalog with advanced filters and saved order templates
Improved UI feedback for compatibility warnings and regulatory constraints
Optimized for mobile and tablet use in clinical environments
Onboarding
Re-structured the product catalog with advanced filters and saved order templates
Improved UI feedback for compatibility warnings and regulatory constraints
Optimized for mobile and tablet use in clinical environments