SERVICES
UX/UI Product design
Design systems
User research
COMPANY
Go.Pidge
TIMELINE
12 month leadership engagement
A profile worth opening.
GoPidge was a fintech startup with a clear ambition: make early-stage fundraising less broken for everyone involved. As in-house Design Lead I was responsible for three product platforms across the business. The Startup Passport was the one I'm most proud of.
The idea was simple. Give startups a single verified profile that tells investors everything they need to know, fast — replacing the scattered decks, PDFs and LinkedIn profiles that were slowing conversations to a crawl. Two very different users, founders chasing investment and investors cutting through noise, one product, no compromises.
From concept to MVP launch as a PWA took eight to ten weeks. User interviews with people from NatWest, Citi, J.P. Morgan and Prosper shaped every major decision. The product launched, the numbers came back strong, and then GoPidge went bust. The work stands on its own.
The design thinking.
Two sides, equal weight. The biggest risk on a two-sided product is designing for the loudest voice in the room. Research came first — user interviews with founders and investors at NatWest, Citi, J.P. Morgan and Prosper. Neither user group was an afterthought. Every feature decision traces back to something a real person said in a real session.
Navigation as product architecture. The data behind a startup profile is genuinely complex — financials, trust signals, business model, media, investor notes. All of it needed to live on a 375px screen, performantly, as a PWA, without overwhelming anyone. The solution was a flat five-tab structure: About, Trust, Business, Media and Notes. One tab, one job, no cognitive overload. This was not a UI decision. It was an information architecture decision that shaped the entire product from first wireframe to final handover.
0 to 1 in less than a work week.
4 days. Brief to delivery. Including briefing session, feedback rounds and final handoff. Senior-level output. Zero shortcuts.
Deliverables:
Full V1 UI designs
Dev-ready design files and documentation
two rounds of feedback
Design system foundations
One happy startup
Let's build the future.
together
Startup Passport is one example of complex data delivered efficiently and effectively through world-class design. Got your own project you want to realise into reality?
