EquityFlow – B2B FinTech SaaS Design

Resume

Designing a Platform for Company Incorporation

and Equity Management

Designing a Platform for Company Incorporation and Equity Management

Role

Led the end-to-end design process.

Team

1 Designer, 1 Tech Lead, 1 Full-Stack Engineer, QA

Domain

B2B · FinTech · SaaS

I led the end-to-end UX and UI design for Equity Flow, a multi-tenant SaaS equity management platform covering three portals: Founder, Stakeholder, and Super Admin.

My responsibilities spanned the full design lifecycle from mapping information architecture and defining user flows to building the design system, creating high-fidelity screens, and delivering interactive HTML prototypes for review and iteration.

Context behind

Managing equity as a startup founder means navigating incorporation, cap tables, investor documents, and signing workflows across tools that were never built to work together. Equity Flow was built to change that.

It brings company formation and cap table management into one structured platform, so founders can move from incorporation to issuing equity without switching tools, re-entering data, or losing track of where things stand.

Equity Flow gives founders a single place to manage two core functions:

Company formation

Company formation Delaware C Corp incorporation, document generation, filing, and EIN registration

Cap table management

Issuing and tracking all seven major equity instrument types, managing stakeholders, running document signing workflows

Research & discovery

Equity Flow didn't have a traditional research phase with user interviews and usability testing from scratch.

The design direction was built from a combination of existing workflow documentation, stakeholder input, and platform analysis, which together gave a clear picture of what needed to be built and why.

Understanding the User

Startup Founders

Primary customers. They incorporate, manage their cap table, and

issue equity.

Primary customers. They incorporate, manage their cap table, and issue equity.

Stakeholders

Investors and employees invited by the founder to view offers and sign documents.

Understanding the User

The primary user a startup founder is not a passive user. They are making consequential decisions about equity, legal documents, and investor relationships. They need:

The stakeholder user an investor or employee has a very different context. They receive offers, review documents, sign, and track their portfolio. Their experience needed to be simple, linear, and require minimal orientation.

Key Insights From Research

Without a clear step-by-step flow, founders second-guess every action.

If you cannot see where a deal is, you cannot move it forward.

Unclear signing responsibilities cause delays that should not exist.

Founders lose deal terms the moment they open a document.

A simpler, focused experience was non-negotiable for stakeholders.

Inside the Platform

01.

Live Cap Table

A real-time ownership view that reflects every instrument action instantly, giving founders an accurate picture of dilution, share classes, and stakeholder positions at any point.

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02.

Incorporate Your Startup

A structured multi-step incorporation flow that walks founders through forming a Delaware C Corp, from company details to document generation and EIN registration, without needing a lawyer for every step.

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03.

Company Profile

A central workspace where founders manage their company details, share classes, board members, valuations, and bank information, all in one place and always up to date.

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04.

Document Structure

A organised document repository with native e-signature, multi-party signing workflows, and template management, so every legal document is generated, signed, and stored without leaving the platform.