Aqquity
a fintech SaaS platform designed to simplify equity management for
Startups
Founders
Investors
It centralizes cap table tracking, ESOP management and Legal documentation while offering real-time insights and health checks.
Problem
Startups & investors today struggle with fragmented tools like Excel and emails, leading to poor visibility and lack of transparency in ownership.
Manual ESOP tracking increases the risk of errors, while expensive and slow legal processes delay operations.
Additionally, limited understanding of dilution and funding impact, combined with the absence of real-time compliance and health insights, creates critical decision-making challenges.
Goal/Opportunity
A centralized, intuitive platform that simplifies complex financial and legal workflows, reduces dependency on intermediaries and empowers startups and investors to make smarter decisions through real-time insights and greater transparency.
Role
Product designer
Timeline
Jan ’25 – Apr ’25
Team
3 Designers
User research process & plan
During the research process, I focused on understanding the fintech equity management landscape, identifying key user segments and breaking down complex workflows into actionable product opportunities.
🔍 Discovery Phase
Research focuses on understanding the equity management landscape, user behaviors, and market gaps. This includes stakeholder interviews, competitor analysis, and user research with founders, CFOs, and investors to identify pain points in cap table management, ESOP tracking, legal workflows, and compliance, establishing a strong foundation for product direction.
🎯 Define Phase
Insights from research are synthesized into clear problem statements, user personas, and journey maps. Key challenges such as lack of transparency, manual errors, and fragmented tools are prioritized.
💡 Ideate Phase
Brainstorming sessions, sketching, and workflow mapping are conducted to design intuitive experiences for cap table visualization, ESOP management, and legal documentation.
🎨 Design Phase
Focus is on creating a clean, data-driven dashboard with clear visual hierarchy, intuitive navigation, and accessible interactions. Design systems and components are established to ensure consistency, scalability, and a seamless user experience across the platform.
🧪 Test Phase
Feedback is gathered to identify usability issues, improve workflows, and ensure clarity in complex financial interactions. Iterations are made based on insights to enhance usability, accuracy, and overall user satisfaction before moving toward development and implementation.
User Persona
A founder persona representing decision-makers who manage equity, fundraising, and growth. They need a clear, intuitive platform to understand ownership, handle ESOPs, and reduce reliance on spreadsheets and legal teams, enabling faster, transparent, and confident business decisions.
Information Architecture
Dashboard
a clean, data-driven equity management interface designed to provide founders and stakeholders with a high-level overview of their company’s financial health and legal standing.
🔐 Login / Sign In
A clean and secure entry point allowing users to quickly access their accounts. Designed for simplicity and trust, it supports seamless authentication while maintaining a professional first impression.
📝 Sign Up / Register
A streamlined onboarding step for new users to create an account. The form is structured to reduce friction, ensuring quick and intuitive user registration.
💳 Sign Up / Register (Billing)
guided billing interface where users select plans and enter payment details. It simplifies subscription setup with clear pricing, helping users make quick and confident decisions.
⚙️ Set Up
An introductory onboarding screen that welcomes users and initiates the setup process. It sets context and prepares users to configure their startup information step-by-step.
🚀 Startup Stage
A guided step where users define their company’s current stage. This helps tailor the platform experience and recommendations based on business maturity.
🏢 Startup Details
A structured form to capture essential company information. It ensures accurate data input for equity management, enabling personalized and relevant platform functionality.
🌍 Region
A selection interface for choosing the company’s operating region. This helps align the platform with region-specific regulations, compliance requirements, and workflows.
Cap Table
A centralized dashboard providing a visual overview of equity distribution, share allocation, and ownership structure.
It enables founders and finance teams to quickly understand stakeholder breakdown, track share usage, and manage key equity components with clarity and real-time insights.
Generate Document
A streamlined interface for creating legal and financial documents through structured inputs.
It simplifies complex documentation by guiding users with form-based fields, reducing manual effort, ensuring accuracy, and enabling quick generation of compliant agreements.
Manage & Add Parties
A structured workspace to manage all stakeholders, including founders, investors, and employees. It allows users to add, edit, and categorize parties efficiently while maintaining clear records of roles, status, and relationships within the equity ecosystem.
Final Designs – Aqquity Dashboard & Core Modules
With this, we completed the end-to-end design of Aqquity, covering cap table management, document generation, and stakeholder workflows. The final step involved presenting the designs to stakeholders, walking through key decisions, and handing over a scalable, implementation-ready system for development.