CASE STUDY
A financial web app
Designing Simetria's
Secondary sales management platform
July 2021 - January 2023
Enable private companies to provide shareholders with opportunities to sell their equity in an organized and controlled Secondary sell procedure and to provide investment opportunities for investors.
Target users:
Private Companies
Shareholders
Investors
My role:
Design lead
Ui/Ux design
Design system creation
The problem
THE TRIPLE PAIN IN A BROKEN EQUITY MARKET
Equity compensation has the potential to be a valuable, life-changing benefit. Unfortunately, this is rarely the case for employees of start-ups, as any opportunities to exercise equity into cash are usually only offered to high-level executives.
TO MAKE IT POSSIBLE for employees to sell and for the comanies themselfes to control the process and their captable, while creating tangible opportunities for investors,
a secondary liquidity event needs to be organized.
Competitor Analysis
Learning several fintech enviorments and competitors' use cases, and ways of dealing with similar problems, helped us conclude acceptable behaviors that our users might be familiar with, and allowed us to build coherent and simple usage flows.
Making things better for both private companies and their employees, by:
Allowing companies to manage their equity effectively & retent and motivate employees
Providng employees with secondary sale opportunities
Creating more investments opportunities for investors
Traditional Secondary main painpoints
resolved by Simetria's solution
Tied to a company's financial round
Unnecessarily tied to a financial round
No liquidity solutions for individuals looking to sell shares.
Real liquidity opportunities
for individuals
Mostly done manually
with multiple cumbersome steps for each shareholder
Automation of paperwork and online price discovery
Traditional Secondary main painpoints
resolved by Simetria's solution
Tied to a company's financial round
Unnecessarily tied to a financial round
No liquidity solutions for individuals looking to sell shares.
Real liquidity opportunities
for individuals
Mostly done manually
with multiple cumbersome steps for each shareholder
Automation of paperwork and online price discovery
The solution
A SECONDARY MARKET MANAGEMENT PLATFORM
Create sale & invirte sellers
particiapte in a sale, sign documents, set an amount to sell and view the outcomes
Explore and get investment opportunities
Main Users
Shareholders
Private Companies
Investors
Jamie Frost, Product lead in a start - up company in Tel-Aviv, and owns an options package for her future benefit.
Jamie wishes to purchase a new car and needs cash asap to fund the purchase.
Shareholder
Persona
User Flow
together with the product manager and the development manager, we built a user flow chart in order to establish exit points to the application screens and the components within them and establish a simple, user-friendly and comprehensive experience.
