Capital Connect by J.P. Morgan

Upon Landing

In the beginning, there was only a landing page. This made sense. We were a new product with no data. Within the first year the platform grew from 20 beta users to 250+ active users yet we were still functioning as a mirror of navigation. There was no vision. There was no strategy. What do our user’s need and want to see when logging in?

Beta dashboard.

Final wireframes that will guide us in our exploration.

Dashboard upon launch. Primarily mirroring the navigation with a bit of marketing and traffic driving.

Research

Every user will see and use the landing page. 16% of users are logging in for the first time and 84% are regular visitors. It’s important to get this right.

Generally, a dashboard shows an overview of information that comes from various sources that will help the user make informed decisions. Moving forward, to make the project more manageable and meet deadlines, we first focused on the Investor user dashboard. This user needs to be able to quickly identify opportunities. We needed to understand how an investor finds, invests, and keeps track of their deals. Using our KPIs, business goals, and UX goals we put together a list of questions that would help us to learn about our investor user, looked into our competitors when the opportunity presented itself, and put together loads of inspiration.

Findings

1

It’s important for a company to make a good first impression and get the right information in front of the investor. If this is done correctly then the investor and company will continue to build their relationship offline.

2

Investors are ruthless when choosing what to invest in. They are extremely disciplined and have a set of metrics their looking to add to their portfolios.

3

Investors will not login to a platform daily.

We needed to understand how investors organize their company and funds.

Opportunities

Tier 1

Drive investor attention to deals on the platform by showcasing deals that have been recently launched, easily allow investor to view and accept deal invitations, and quickly access any deals they are actively part of.

Tier 2

Give context for specific type of new investor users as to why deals are not yet visible.

Tier 3

Encourage investor to explore other aspect of the platform including referring friends and colleagues to Capital Connect as well as bringing any deals to the platform.

Once requirements were finalized we had a more concrete direction and knew what our success metrics were.

OKRs

  1. 20% increase in investor knocks tied to an action started on the dashboard in H1.

    • Increase deal access requests

    • Increase visits to company data rooms

  2. 20% increase in deal invitations accepted in H1.

    • Increase deal invitation visibility

Exploration: Pre-Requirements
Exploration: Requirements In Progress
Exploration: Requirements finalized
Designs

As we moved toward our final version we had to consider what was most important for this MVP release . Which patterns and flows were important to keep consistent and which could be changed? Should we pioneer a new visual direction? Is anything able to moved as a fast follow?

Action items as a concept was the first decision. In order to drive investor to respond to deal invitations we needed to make them front and center. In the future there will be more for them to do but right now we want them to focus.

Driving investors to have access to deals is extremely important. Without investor eyes on a deal our start-ups aren’t getting any value from the platform. We made sure there was plenty of space to showcase recently launched deals as well as deals a user can view.

Marketing needed space but since we have an active user base the dashboard is no longer a place that should be primarily used for advertisements. We decided to limit them to one ad at a given point in time.

However, it is important to keep growing our user base. We’re still a young company. We made sure to have referral buttons easily accessible while visually subdued.

Finally, while a small part of the site, we know that deals truly happen off-line. Showcasing upcoming events and allowing users to register through the platform keeps users logging in so they can know when in-person opportunities are happening therefore keeping them in the loop about all the deals that have launched and any updates to deals they have access to.

16% of logins are first time users. This means the likelihood of their dashboard being full is minimal. That’s how it is with most new platforms we become part of! We have a problem though. There are two types of first time investors users at Capital Connect.

The user without a prior J.P. Morgan relationship.
If someone becomes a member and they have never been a client of the firm then they can’t engage with any deals that were on the platform pre-onboarding. Our empty states needed to explain why and we thought it best not to drive them to do something they are unable to.

The user with a prior J.P. Morgan relationship.
If an investor is a client then they’ve already been part of a platform. The difference is they are now a user. This mean that start-ups could invite them to deals prior to the investor being on Capital Connect. They may have deal invitation on their first login and they will be able to browse all deals that were on the platform before their membership. We can also encourage the investor to find deals and start populating their deal access area.

Investor has no prior relationship with J.P. Morgan. They will have to wait until a deal launches after they’ve on-boarded to the platform.

Desktop Small

We launched in the beginning of March 2024 and saw an increase in engagement within one month.

  • 5% increase in deal invitations being accepted

  • 3% increase in users browsing deals

  • 3% increase in deal profile views

  • uptick in investors requesting access to deals

Investor has a prior relationship with J.P. Morgan. They are immediately able to access and be invited to deals that have launched on the platform.

Only 10% of our users are using Capital Connect at small screen sizes. However, that doesn’t mean those few users are neglected. They deserve a seamless experience as well.

Tablet

Press play

See the MVP experience for yourself. No need to be a member!

Team

Design Lead: Victoria Brooks
Product Manager: Saachi Khurana
Engineer Lead: Adrian LaFond

Mobile