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Company

Carta →

Carta manages over two trillion dollars in equity for nearly two million people globally. The company is trusted by more than 30,000 companies, over 5,000 investment funds, and half a million employees for cap table management, compensation management, liquidity venture capital solutions, and more.

REBRAND

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Glossary

Employee

In this context, they are professionals who have already received equity as compensation at least once.

Equity

In this context, equity is the cash value to be received by those who own shares of a company after a liquidity event.

Option grant / Option

It is the right to buy a certain amount of shares in a company at a fixed price for a defined period. It is given in the form of equity compensation.

Stock

Groups of shares that represent the ownership of a part of a corporation. They can be acquired from the purchase of option grants.

Project overview

Role

Lead designer

Timeframe

10 months

Release

2019 - Globally

Context

In the modern world, a mobile app is not just a luxury but a necessity for finance companies looking to meet the evolving needs of their customers, enhance user experience, and stay competitive in the digital age. It can provide convenience, security, and personalization while optimizing operational efficiency.

Carta tried a few times to create an app that would provide value for every type of Carta user, from employees to investors but never had great success.

The context of this new approach was to define what a carta mobile app could look like with just the essentials, and who this app would be for.

|    Learn from the past to improve the future

Scenario

FORMER APP ANALYSIS

POSITIVE

  • Had active users

  • Users were willing to provide feedback

  • Long feedback backlog since the launch

  • The original team of engineers and product people were still accessible and with the company
     

NEGATIVE

  • No user mapping or customized UX. Different personas, same experience

  • No key feature

  • Unstructured feedback

  • No tracking or metrics

  • App crashes

  • The signup didn't work properly

BIGGEST CHALLENGE

Lack of user trust in the app and consequently in the company.

At the end of the day,
why should we build this app?

Quantitative Investigation

Data investigation

  • Daily access to the former app

  • Monthly App Store downloads
     

Usage data comparison with the desktop app
 

Data segmentation by user type

Qualitative Investigation

Data investigation

  • Support tickets via email

  • Support tickets via Salesforce

  • App Store comments


Live comments in shadowed calls


 

Conclusion

The comparison between mobile and desktop was surprisingly favorable given the mobile app limitations

  • Relevant number of downloads and accesses to the mobile app

 

The majority of users were employees
 

User research

Audience

Professionals aged between 20 and 55 who have received compensation in the form of options or stock.

Method

Solo user interviews + Group user interviews

Results

  • The majority do not feel educated about investments

  • Most are afraid to invest

  • Most do not understand equity

Users equity IQ

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Goal

Create an app that would provide value for the biggest user base: employees of Carta companies.

Architecture + Wireframe 
Style definition 

Mix of Flat Design and Elevation

Hierarchy is established visually, in a macro view, by grouping information and presenting it at different elevation marks. As well as playing with font sizes, weights, and colors.


Cards play a significant role as an aggregator, having the highest

elevation and hierarchy. They’re also easily scalable creating good consistency when building components.

 

Flat areas contain less critical information. They’re usually more text-heavy and harder to consume.

COLORS

FONT

Graphik Medium

Graphik Regular

Graphik Light

Design output

Philosophy

01.

02.

03.

04.

05.

Educate users

 

Celebrate user learnings

Scale building process

Fix bugs and issues

Iterate quickly

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Manage Your Portfolio

Check available quantities, exercised quantities, canceled securities, converted securities, expiration dates, etc.

Track Vesting Schedules

Vesting schedules can be seen in a clear timeline visualization timeline with the support of push notifications.

Get Company Insights

Check companies' latest number updates and documents available.

Approve Board Resolutions

Read, review, and approve board resolutions. Investor only

Exercise Option Grants

Choose quantities, check taxes, connect a bank account, and exercise options.

Accept Securities

Say yes to all new securities issued to you and celebrate. 

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Learnings
01.

It works, time to delight! Improvements to UI, typography, and adaptability to overlapping personas

 

Reduce scope to iterate better and faster

 

Scale building process

 

Opportunity to reduce friction in the exercise flow

 

Opportunity of a feature for exercise simulation

02.
03.
04.
05.
Impact

>95% success

Flows: sign in, sign up, option acceptance, option exercise

#1 in trust

Mobile has more signups, option acceptances and option transactions

4.9 app store score

Upgrade of 3.6 stars from the previous score

>2k comments

Positive comments

1st app in the world

Allowing option grant transactions

>$1m in transactions

in the first 3 months

More exercises on the app than desktop

More than 50% of all exercises today are made in the app

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A little step towards a multiplatform world for Carta

The biggest thing to come out of this app experiment was to prove that there's a real world in which Carta becomes a multiplatform business. 

So much so that Carta just released their new Investor-focused app.

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