Dozen investments
La nueva plataforma
Online investment in startups
Dozen is the reference platform for investing in innovative high-impact companies in a fast, simple and reliable way. They do spectacular work identifying and filtering investment opportunities for their thousands of users who participate in projects with tickets from €3,000. Along with the work of brand redesign we covered here, , we carried out a design and development project for the platform itself, hand in hand with the Dozen team. A leap in experience across their entire digital environment with focus on brand perception.
Optimization
Just as with their brand, the Dozen team felt they weren't maximizing their product's potential. There were various automation opportunities and mobile usage among their users had skyrocketed for queries and processes on the platform. A new optimized approach with the investor at the center and mobile experience as the star would be the key piece to project outward the maturity being experienced inside. And that's what we did.
Definition, design and development process
OBJECTIVES
Through different working dynamics with the Dozen team and analyzing the product version current at that time, we defined the general project objectives:
- Optimize the navigation experience on the platform, particularly in the investment formalization process.
- Work on the visualization of investment status to enable quick queries on both desktop and mobile.
- Facilitate post-investment actions directly from the platform.
- Homogenize the experience between the web and the investment platform.
Making ideas tangible
The definition phase is fundamental to organize and ground all the variables that intervene in a digital product (objectives, learnings, concerns...). In this process we build a userflow with all the decisions a user can make when visiting Dozen's investment platform, in order to achieve a homogeneous and coherent experience with the other brand touchpoints.
This conceptualization work is followed by different iterations on wireframes, where we test and adjust with the Dozen team until we find the best option.
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Defining a design system
We've always held that it's the brand that should guide design decisions, both in terms of experience and visually (though what is the visual but part of the experience).
Building a proprietary design system was the best option to ensure consistency across the brand's different digital touchpoints, while also being the best way to scale a product that continues to grow today without losing coherence with the other contact points.
Based on Brad Frost's atomic design approach and respecting accessibility guidelines to the fullest, we created a hierarchical design system that embodies the essence of the Dozen brand in every component.
This design system greatly helps the design team, but also facilitates the work of developers, while guaranteeing the consistency of the brand's own elements. We achieved this by having the same common thread visible in the digital product from the conceptualization and UX phase through to QA and deploy.
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TECH
From a technological perspective, we've also been present throughout the process, evaluating options together with the Dozen team and shaping one of the most sensitive touchpoints of their brand—the showroom where it serves as the perfect host.
We faced 3 challenges:
- Underlying it all, helping the Dozen team through a technology migration toward a CRM where all business logic resides, so the development team can focus on work that adds more value.
- Develop the design system with a shared component library to build the public website with Gatsby and the digital product with Next. 40 shared components (from the ButtonComponent to the OportunityMainInfoSection) plus static assets like SVG icons, a full set of SCSS variables, and the favicon.
- Ensure the quality standard and values that define Dozen: developing new features, redesigning others like the investment funnel, and supporting the migration process from The Crowd Angel to Dozen.
Many months and 960 commits later, we've delivered:
- Giving the Dozen team the power to directly control their business logic.
- An efficient development process, with a component library feeding two products (public web and investor area), with asynchronous development.
- A web presence that communicates what Dozen is, and a platform that remains 100% operational and through which many investors have already invested thousands of euros. 😍
RESULTS
Product work doesn't stop here, far from it. We feel part of the Dozen team and have the privilege of staying connected to the project, analyzing data extracted from this new version of their platform and rolling out new features that foster autonomy, speed, ease, and reliability in user investments. More to come.
