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Kat's customer journey map for an emerging fund manager, mapping stages, key activities, feelings, pain points, and opportunities

Customer journey mapped by phase, from pre-Carta through GP firm home, fundraising, formations, closings, and first capital call, with a feeling curve across each stage

Diagram showing how one setup guide flexes to fit multiple entity types (US SPVs, US Funds) and onboarding combinations

Fund formation setup flow showing fund basics, identity verification, fund details, and document signing steps

Management fee selection screen showing common fee schedule options modeled over a 10 year period

Admission process document showing investor signatories and signing status for an SPV

VC Onboarding

Carta • fintech • San Francisco

Impact

Reduced SPV and fund setup time by 66% while growing SPV sales +30%

Overview

How might we turn a fragmented, staff-heavy fund and SPV setup process into a seamless, self-service experience for venture capital clients?

Owned the end-to-end onboarding experience for Carta's VC business unit, launching two new product lines, SPV and fund formation, spanning legal document tools, accounting, and investor management. Also led design through Carta's acquisition of Vauban, integrating an international product into a unified onboarding experience.

Team & timeline

1 designer (me), 1 to 3 PMs, 10 engineers, 1 engineering manager. March 2023 – March 2024