Customer journey map for an emerging fund manager persona, mapping stages, activities, feelings, pain points, and opportunities

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