YEAR
2021 — 2022
ROLE
Lead Designer
SERVICES
UI/UX
Design Library
Brand Identity
Alternative investing had always been dominated by legacy systems, fragmented onboarding, and opaque product access. Equi’s goal was to simplify this process — making complex financial strategies accessible, understandable, and engaging through a single digital platform.
However, we weren’t just building a product. We were establishing a new category: a fully digital family office with automated onboarding, accredited investor support, and diversified investment bundles. The challenge was to bridge technical complexity with user-centric design — without sacrificing trust or regulatory compliance.
I was responsible for designing the entire UX architecture and core platform flows, tailored to the unique behaviors and needs of Equi’s investor personas. This included building structured pathways for fund discovery based on risk profiles, a progressive onboarding journey with accreditation (KYC/AML) checks, and seamless document and capital tracking. Each flow was modular, intuitive, and designed to guide users confidently through unfamiliar financial processes.
The result was a frictionless experience that translated complex investment tasks into clear, guided interactions—empowering users to make decisions with trust and ease.
To foster trust in a traditionally opaque space, I designed a clean, minimal interface focused on clarity, precision, and professional calm. The product UI was built on an early-stage MVP identity, intentionally restrained in tone to prioritize usability, neutrality, and investor confidence during our initial rollout phase.
Toward the end of my involvement I refined and expanded the brand system to better align with the product experience — establishing consistent visual language, tone, and interface standards. This evolution elevated the overall presence of Equi across the platform and all investor-facing assets, reinforcing its core principle of operational excellence.
Results
The redesigned platform significantly improved user confidence and engagement, helping Equi stand out in a conservative financial space. It supported a successful MVP launch, contributed to the company’s Series A raise, reduced onboarding time by 40%, and received praise from early users and advisors for its clarity, elegance, and ease of use.
Smooth Scroll
This will hide itself!
This will hide itself!
Equi
OVERVIEW
Equi is the first digital family office designed to unlock access to top-performing alternative investments for institutions, advisors, and HNW individuals. Combining decades of Wall Street experience with Silicon Valley execution, Equi delivers a tech-driven multi-manager platform focused on absolute return strategies. My role at Equi was to shape the product from zero — laying down the UX foundation, creating a scalable design system, defining the brand language, and building user experiences that instilled confidence in a traditionally opaque industry. I was deeply involved in every step of product development, from research to release.
YEAR
2021 — 2022
ROLE
Lead Designer
SERVICES
UI/UX
Design Library
Brand Identity
Alternative investing had always been dominated by legacy systems, fragmented onboarding, and opaque product access. Equi’s goal was to simplify this process — making complex financial strategies accessible, understandable, and engaging through a single digital platform.
However, we weren’t just building a product. We were establishing a new category: a fully digital family office with automated onboarding, accredited investor support, and diversified investment bundles. The challenge was to bridge technical complexity with user-centric design — without sacrificing trust or regulatory compliance.
I was responsible for designing the entire UX architecture and core platform flows, tailored to the unique behaviors and needs of Equi’s investor personas. This included building structured pathways for fund discovery based on risk profiles, a progressive onboarding journey with accreditation (KYC/AML) checks, and seamless document and capital tracking. Each flow was modular, intuitive, and designed to guide users confidently through unfamiliar financial processes.
The result was a frictionless experience that translated complex investment tasks into clear, guided interactions—empowering users to make decisions with trust and ease.
To foster trust in a traditionally opaque space, I designed a clean, minimal interface focused on clarity, precision, and professional calm. The product UI was built on an early-stage MVP identity, intentionally restrained in tone to prioritize usability, neutrality, and investor confidence during our initial rollout phase.
Toward the end of my involvement I refined and expanded the brand system to better align with the product experience — establishing consistent visual language, tone, and interface standards. This evolution elevated the overall presence of Equi across the platform and all investor-facing assets, reinforcing its core principle of operational excellence.
Results
The redesigned platform significantly improved user confidence and engagement, helping Equi stand out in a conservative financial space. It supported a successful MVP launch, contributed to the company’s Series A raise, reduced onboarding time by 40%, and received praise from early users and advisors for its clarity, elegance, and ease of use.
Smooth Scroll
This will hide itself!
This will hide itself!
Equi
OVERVIEW
Equi is the first digital family office designed to unlock access to top-performing alternative investments for institutions, advisors, and HNW individuals. Combining decades of Wall Street experience with Silicon Valley execution, Equi delivers a tech-driven multi-manager platform focused on absolute return strategies. My role at Equi was to shape the product from zero — laying down the UX foundation, creating a scalable design system, defining the brand language, and building user experiences that instilled confidence in a traditionally opaque industry. I was deeply involved in every step of product development, from research to release.
YEAR
2021 — 2022
ROLE
Lead Designer
SERVICES
UI/UX
Design Library
Brand Identity
Alternative investing had always been dominated by legacy systems, fragmented onboarding, and opaque product access. Equi’s goal was to simplify this process — making complex financial strategies accessible, understandable, and engaging through a single digital platform.
However, we weren’t just building a product. We were establishing a new category: a fully digital family office with automated onboarding, accredited investor support, and diversified investment bundles. The challenge was to bridge technical complexity with user-centric design — without sacrificing trust or regulatory compliance.
I was responsible for designing the entire UX architecture and core platform flows, tailored to the unique behaviors and needs of Equi’s investor personas. This included building structured pathways for fund discovery based on risk profiles, a progressive onboarding journey with accreditation (KYC/AML) checks, and seamless document and capital tracking. Each flow was modular, intuitive, and designed to guide users confidently through unfamiliar financial processes.
The result was a frictionless experience that translated complex investment tasks into clear, guided interactions—empowering users to make decisions with trust and ease.
To foster trust in a traditionally opaque space, I designed a clean, minimal interface focused on clarity, precision, and professional calm. The product UI was built on an early-stage MVP identity, intentionally restrained in tone to prioritize usability, neutrality, and investor confidence during our initial rollout phase.
Toward the end of my involvement I refined and expanded the brand system to better align with the product experience — establishing consistent visual language, tone, and interface standards. This evolution elevated the overall presence of Equi across the platform and all investor-facing assets, reinforcing its core principle of operational excellence.
Results
The redesigned platform significantly improved user confidence and engagement, helping Equi stand out in a conservative financial space. It supported a successful MVP launch, contributed to the company’s Series A raise, reduced onboarding time by 40%, and received praise from early users and advisors for its clarity, elegance, and ease of use.
Smooth Scroll
This will hide itself!
This will hide itself!