Addressing share liquidity challenges with Velvet
Velvet.io
The case
A bridge for
the future
Velvet is a Brazilian base fintech company that provides end-to-end liquidity solutions to selected teams of startup companies. By providing liquidity solutions to equity oportunities, they help startups to retain and attract exceptional talent.
My role in product design
As a product designer at Velvet.io I contributed to the UX research, user interface design, and the discovery, ideation, and definition process for the company's web app solution. I worked closely with the product team to understand the needs of our target users (HR managers and leads, and business and finance teams and CFOs) and used that information to discovery and ideate a compelling user experience for help startups and HR teams provide liquidity as a benefit for key and exceptional talent.
this case study is intentionally limited due to NDA. If you want to know more about my work in Velvet, contact me
The challenge
Creating a software solution from scratch:
- One of the biggest challenges I faced was the fact that Velvet.io was a bootstrapped startup founded in 2021 with no existing software solution. This meant that I had to start from scratch and create an end-to-end product that met the needs of our target users, which can be a daunting task.
Introducing a new concept to a developing market:
- Another significant challenge I faced was introducing the concept of equity and liquidity to teams and companies in developing countries, where the market for equities and shares is relatively new. This required a deep understanding of the market and our target users, as well as the ability to design a solution that was intuitive and easy to use for people who may be unfamiliar with the concept.
Been product designer at Velvet.io
- Balancing user needs with business goals was a key challenge. Creating a compelling user experience for our target audience was essential, but the solution also needed to align with company objectives and generate revenue. My experience in a bootstrapped startup ingrained a strategic design mindset that I carry with me.
Relevant projects and
lateral productions
Design and develop the UX/UI for the startup manager:
- Lead the end-to-end design and development of the startup manager UX/UI, ensuring a seamless user experience and user interface design that meets the needs of our target users.
Contribute to the development of the shareholder dashboard UX/UI:
- Collaborate with the product, design, and development teams to define and develop the UX/UI for the shareholder dashboard, contributing to a user-centric design that enables shareholders to easily access and understand their investment data.
Business Impact
- My strategic approach to design and deep understanding of the company's goals and priorities enabled me to help the stakeholders to reflect on the future actions that they would need to take in the short and long term to make the digital product successful and sustainable.
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- My contribution in aligning the UX design and front-end development teams on best practices and standards helped to improve the efficiency and effectiveness of their collaboration.
Reflections
- The vision and approach that UX/UI designers bring to the tech team, focused on exploring various solutions and creating complete blueprints for every possible digital solution, enables stakeholders to understand, prioritize, and account for the most important features, services, and structures needed to launch the MVP and effectively iterate on issues, discoveries, and bugs.
- Learning about how the private equity and share markets work allowed me to gain a deep understanding of a crucial aspect of every contemporary company and startup: how they raise money and build value. It also enabled me to verify important things about a company's value, the way it is set, and how shares are distributed to shareholders, and the impact of this mechanism on the development of tech companies and global economy.
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