Web Application
Streamlining capital raise management
Project overview
DealMaker—a platform that has processed over $2B across 1.5M investments and 900+ raises—was struggling to scale. Companies couldn’t operate the product independently and relied heavily on customer success teams.
As the sole product designer, I collaborated with product managers, engineering leads, and customer success to create a new dashboard.
The result empowered users to complete tasks on their own and supported DealMaker’s expansion into the enterprise space.
Challenge
DealMaker’s original dashboard was designed for law firms managing capital raises on behalf of clients. But over time, the user base shifted to companies trying to manage their own raises directly.
Founders and team members struggled to navigate the highly technical product—leaving customer success to do most of the work on their behalf.
Objective
Transform the dashboard into a user-friendly, self-serve experience that enabled companies to manage their own raises independently.
Constraints
Due to the regulated nature of public capital raises, some steps would still require internal review or approvals. This needed to be clearly communicated to users.
Process
Although redesigning the dashboard initially felt daunting, I uncovered opportunities to simplify and consolidate the product—making it both easier to use and more powerful.
Discover
Each raise involves multiple team members, each with different responsibilities. I interviewed users to understand their goals and workflows. Many relied completely on customer success or exported data to Excel to perform their tasks.
Define
We evaluated all the workflows users completed outside of DealMaker and prioritized the highest-impact ones for integration. At the same time, we established a clear framework for which actions could be self-serve versus those that still required compliance approval.
Develop
Having designed similar products in my previous role, I was comfortable shaping the structure of the new experience. For more specialized workflows, I worked closely with internal experts and real users to fine-tune functionality.
Deliver
I partnered with engineering to launch in phases—starting with the core layout, then layering in specialized workflows. With help from customer success, I iterated on any areas users still found confusing.
Solution
The redesigned dashboard emphasized clarity, visibility, and control—giving users the tools and information they needed to work independently.
Results
The new dashboard had impact across the company—from reducing customer success workloads to unlocking a previously unreachable market.
Reduced support reliance
Clearer navigation and built-in functionality enabled clients to complete most tasks independently.
Enterprise breakthrough
DealMaker was previously unable to support enterprise clients—and those clients refused to use the old dashboard. The redesign removed that barrier and helped secure the company’s first two enterprise clients.