Edgefolio,
where capital actually
gets raised.
Award winning B2B scale up serving cap intro and fund marketing teams. Rebuilt the dashboard from scratch, mapped the back office and shipped a manager view that finally made sense to the people raising capital.
Role
Senior Product Designer
When
2024
Team
PM, 5 engineers, marketing ops
Stack
React · TS · Figma · Storybook
Background
Cap intro is the quietest, oldest part of the asset management business. It is also the most relationship driven. Edgefolio is doing the unglamorous work of putting software around it. Discoverability for funds. CRM for the people raising. Reporting for the LPs. The product was working and growing, but the manager view felt like five different products in a trench coat.
I came in to give the dashboard a proper rebuild. Not a redesign for the sake of it. A proper service map first, then a redesign that fit how managers actually run their book.
Contribution
Landing dashboard
Redesigned the fund manager landing experience. First screen every user lands on. Most relevant signals legible at a glance with a clear hierarchy for activity, performance and next best actions.
Data visualisation
Patterns for surfacing fund performance, engagement and pipeline data. Honest defaults. Readable small multiples. Interactions that let analysts interrogate without losing the plot.
Service mapping
Mapped how the fund manager front end, back admin tooling and data pipelines actually connected. Turned tribal knowledge into a shared picture.
Invested funds view
Shaped the invested funds overview and management screens. A single place for fund managers to see, compare and act on the state of their book.
Service map · manager FE × back admin × data pipelines
Invested funds · the screen managers open first
Takeaway
The dashboard rebuild shipped. The invested funds view became the screen managers actually opened first in the morning. The service map turned into a working artefact, not a slide. It is now the planning surface for the next two roadmap quarters.
Gravicus→
ML and NLP for compliance and risk. Entity graphs, SAR workflows, dense information design.