CVEX Markets platform

CVEX was building a new marketplace for private securities, using automation and a scalable matching engine to bring greater efficiency, transparency, and liquidity to traditionally opaque private markets. As an early-stage company, the success of the platform depended on translating a technically complex product into an experience that investors could quickly understand and trust.

To support fundraising and early adoption, CVEX needed more than a functional MVP. The platform required a clear product vision, credible investor-facing experience and a scalable design foundation that could support rapid iteration as the marketplace evolved. The challenge was defining both the product experience and visual system simultaneously within a highly regulated financial environment.

As Lead Designer, I established the platform’s design direction by creating a scalable design system and a distinctive dark-mode interface that simplified complex trading interactions while positioning CVEX as a modern, credible financial product. This foundation aligned product and engineering efforts, accelerated feature development, and helped the company build investor confidence.

Responsibilities

Product Design

Client

CVEX Markets

$3M

In additional funding

2x

Increased feature rollout

Unified stakeholders

Around a shared design direction

Cvex Dashboard

Challenge

The project required defining both a product experience and the visual foundation simultaneously, without an established brand, design system, or validated UX patterns to build from. Operating within a highly regulated financial domain introduced additional constraints. The MVP needed to establish credibility with investors, product, and compliance stakeholders on a clear design direction.

Goal

Design and deliver a functional investment marketplace that simplifies complex trading interactions and showcases active trading opportunities. Building the confidence and excitement needed for investors to provide future funding for platform growth.

Interpreting user research

By engaging with subject matter experts at CVEX and conducting an in-depth analysis of survey data, I uncovered key trends that shaped my understanding of the user base. These insights were instrumental in developing detailed user personas, which became the foundation for prioritizing features and shaping intuitive product flows. This data-driven approach ensured that every design decision aligned with the real needs and behaviors of the users, enhancing the overall product experience.

Woman on a laptop outside at a cafe

Lauren

Age: 29

Occupation: Software Developer

Status: Single

Location: Portland, OR

Pain points

She has been waiting for her company’s IPO to go through but it’s on hold. She wants to purchase her first home but needs more funds for her down payment.

Looking ahead to her future. She’s realizing that too much of her personal portfolio is invested in one company.

Goals

Find a reliable place to sell her equity so she can have the funds to tap into the housing market.

Looking for an active marketplace to sell smaller shares of her current employer’s equity. Use these funds to reinvest into startups that are in a different industry, creating a more stable portfolio.

Business man leaning on building

Drew

Age: 48

Occupation: CEO of a tech startup

Status: Married

Location: Austin, TX

Pain points

Struggling to raise funds without the extensive regulatory requirements and disclosures demanded in public markets.

Unable to find a platform where he can choose investors who share his long-term vision of the company, while reducing the pressure of short-term public shareholder demands.

Goals

Wants to grow the company quietly without exposing financials or corporate strategies to competitors.

Not only looking for just capital, but strategic guidance, networking, and industry expertise to fuel innovation at the company.

Crafting key user flows

During the design process, I developed several critical user flows, including the onboarding flow shown below. The diagram effectively communicated my strategy to the team, which involved breaking the account creation process into multiple steps with a save feature. Assuring the user they could pause and resume without losing progress, enhancing both clarity and confidence throughout the onboarding experience.

Cvex account creation user flow

Designing a cohesive system

Colors

I transformed CVEX’s minimal blue and white branding into a robust, full-spectrum color palette, specifically designed for a dark-themed interface. This expansion not only enhanced the visual depth and flexibility of the platform but also laid the foundation for future updates across digital and print mediums, ensuring brand consistency and adaptability as the company evolves.

Platform color pallet swatches

Foundational elements

Here is a sample of the comprehensive library of atomic design elements, tailored to the unique needs of the onboarding and trading flows. This included multiple variants of input fields to ensure flexibility and usability across different user interactions. Additionally, I introduced high-contrast pill components to highlight trade statuses and guide users seamlessly through available tasks, enhancing clarity and engagement in critical trading processes.

A grouping of buttons and form elements

Core UI components

I standardized the essential UI components, including dropdowns, tables, and the primary sidebar navigation. This effort established consistency across the platform, improving usability and ensuring a cohesive user experience. This streamlined the design process, increasing efficiency for the development team.

UI components
Dashboard design
Cvex Dashboard
Marketplace design
Cvex Dashboard
Company details design
Cvex Dashboard
Alert iconSpoiler Alert!

This is not a successful startup story, but hey they say only 10% make it 🤷‍♂️. However, it highlights the importance of early product discovery in guiding startups to re-evaluate and pivot their strategies by addressing the right concerns.

Outcomes

Piggy bank icon
$3M in funding

I took the platform to MVP and helped secure additional funding.

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2x feature rollout

Design system accelerated development velocity increasing feature rollout.

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Unified stakeholders

Aligned product, engineering, and compliance teams around a shared design direction.