ABCXchange
A venture platform, built from scratch in two months.
ABCXchange connects startup founders with venture capitalists. I designed the product from an open brief: the VC explore feed, company pages, the founder dashboard and the marketing website. With two months and limited access to users, it was shaped by product assumptions, UX judgement and fast iteration.
AboutContact UsToolsLoginBecome a MemberExploreThe brief was one line. The product was two sides.
The premise was “get high quality VC introductions”. That meant two experiences: VCs discovering and assessing startups, and founders building a profile worth being introduced to. Between them sat the introduction itself, and a website to bring both sides in.
ExploreAboutContact UsToolsLoginBecome a MemberThere was no time to validate every assumption before building on it. With limited direct user input, decisions were made on product judgement, designed quickly and refined as the screens came together.
- 01Product definition
- 02Information architecture
- 03Mobile responsive UX and UI
- 04Marketing website
- 05Soft launch
With the surfaces defined, each assumption had to become a screen someone could use.
Next — Building the product↓From assumptions to something real.
Each surface started from a question about what the other side needed to see. The answers became a small set of decisions, repeated across the product so that VCs and founders were looking at the same information from opposite ends.
ExploreDiscovery sorted by momentum
Alongside search, Explore opens with Popular and Trending filters, so a VC can start from what the market is paying attention to rather than a blank query.
Cards that carry the decision
Each company card is reduced to match score, sector, funds raised, location, market, revenue and last round. Enough to decide whether to open it.
The introduction as a request
Access is requested and then approved. The detail page shows who is asking, structured insights and preferences, and a single Approve Request action.
Pay after the introduction
The invoice note sits next to the action: it is raised only after the introduction, under the Plus plan.
A profile you are told how to finish
The founder dashboard leads with how complete the listing is and the next step to take, such as uploading a pitch deck.
An upgrade priced in introductions
Plus is framed as £300 for 3 qualified intros with the right VC, with a full refund if it fails.
Plum for actions, green for fit, grey chips for categories and the same label-over-value pairs for every fact. The app and the website share it.
The same language, pointed at founders first.
The website leads with one action, Evaluate Startup, and backs it with four numbers.
AboutContact UsToolsLoginBecome a MemberTwo months on, the one-line brief was four connected surfaces with a shared visual language.
Next — Outcome↓