Overview

A company profile website for an investment firm and business incubation company — this platform serving both investors and startup founders — covering 7 modules across company introduction, event showcase, blog, and business registration. Developed as an end-to-end UI/UX design project at Merkle Innovation, currently in development.

Objective

To design a professional, brand-aligned web presence that effectively communicates client dual identity as an investment firm and business incubator — enabling potential investors to understand the company's value proposition and startup founders to explore incubation opportunities and register their interest.

Problem Statement

• No dedicated digital presence: The client lacked a structured web platform to represent their brand, showcase events, and engage two distinct audience segments — investors and startup founders — in a single cohesive experience.

• Dual audience complexity: The website needed to serve two user types with different goals and information needs simultaneously, requiring a design that was clear and relevant to both without creating friction for either.

• Brand credibility gap: In the investment and incubation industry, a polished and trustworthy digital presence is critical to building confidence among potential partners and founders — an inconsistent or generic design would undermine credibility.

My Role

UI/UX Designer in a project team at Merkle Innovation — responsible for end-to-end design execution from requirement analysis through design system creation, wireframing, high-fidelity UI, prototyping, and developer handoff.

Process

• Requirement Analysis: Studied the client's business context, brand positioning, and content requirements to define the scope and structure of the platform across 7 modules.

• Design System & Wireframing: Built a comprehensive design system aligned with the client's brand identity, then developed wireframes to validate information architecture and layout before moving to high-fidelity execution.

• High-Fidelity Design & Prototyping: Produced high-fidelity UI designs and interactive prototypes reflecting the client's visual direction, balancing professional credibility with approachability for both investor and founder audiences.

• UAT & Developer Handoff: Presented designs through a UAT process with client stakeholders, incorporated feedback, and delivered complete design handoff to the development team upon approval.

Solution

• Designed 7 modules covering the full company profile experience — from landing page and about us to event listings, blog, contact, and a business registration flow enabling startup founders to apply for incubation directly through the platform.

• Established a brand-aligned design system ensuring visual consistency across all modules and providing a scalable foundation for the development team's implementation.

• Received positive stakeholder reception following UAT, with the platform currently progressing through development.

• Completed design-to-handoff within a 1 month timeline.

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