SeedLegals — Making funding rounds simpler for founders and investors

A case study demonstrating my thought process and design skills

In this case study, I hope to show you:

Business Opportunity

Co-founders Laurent Laffy (left) and Anthony Rose (right)

Business Goals

1. Automate transactions

Old UI did not support the business proposition
New UI for Funding Rounds
Pricing page for Funding Rounds

2. Launch new products

New product cards on the dashboard

3. Scale the business

Investor persona
Investors are invite to sign legal agreements
Investors are immediately invited to sign their agreements

Identifying customers

Onboarding question

Trade-offs between business and design^

In 2009, Anthony Rose was dubbed “the man who saved the BBC”

1. Business before UX

2. Always think progress, not improvements

3. Quick fixes—sometimes

Steve Jobs believed in having good taste

Example of quick fix

Too ideal — not a good solution at the time
Quick fix for New Documents, workaround

4. Think BIG, work small

The Ultimate Goal: Striving for excellence

Handling user feedback^

Video calls

My colleague, Jon, demos our product to a potential client

Intercom chats

User asks a questions on Intercom

Thank teammates in stand-ups

Evoke feedback in meetings

Don’t be a rigid-research-robot

Working with developers on Github

UX tickets on Github

Arriving at a solution

New Onboarding Experience^

Marketing and Sales speak about their problems

Problem 1 (Marketing): Engaging with relevant content

Problem 2 (Sales): Catering to valuable prospects

Founders personas

The wonderer

Persona: The wonderer

The novice

Persona: The novice

The Veteran

Persona: The veteran

The Brief

Goals

The Questions (founders only)

Q1: What brings you here?

Q1

Q2: What would you like to do?

Q2

Q3: Have you done a funding round before?

Q3

Q4: When will you start your next round?

Q4

Q5: How much are you planning to raise?

Q5

Q6: How did you hear about us?

Q6

All Set

All Set

Flowchart

Questions flowchart

Final Thoughts

An emphasis on better copy

Product descriptions are painfully long

Giving the platform a dedicated personality

Rob helping a customer on Intercom

Following a design-lead product development cycle

Thank You

Bonuses^

BEFORE and AFTER

Documents page
Dashboard
Timeline

Website

Public website (seedlegals.com)

Every day, I know nothing and learn something. I want to be able to hear my intuition and follow my heart. Who am I? Today or tomorrow.

Every day, I know nothing and learn something. I want to be able to hear my intuition and follow my heart. Who am I? Today or tomorrow.