What is Hum Capital?
Hum Capital is a multi-sided marketplace for private companies, strategic capital, and lenders. Hum's MVP enabled companies to connect their financial software (like quickbooks) and a machine learning algorithm would label/rationalize the data for Investors and Lenders to evaluate for their due dilligence process.
The Problem
Hum was in early stages as a startup when I joined as Head of Design. We needed to close more capital to grow the business, so I developed a number of North Star prototypes to show the future value of the product to potential investors. With the ability to use these prototypes to showcase the value of Hum's technology, we were able to close a Series A and then a Series B funding round.
The Result
I transformed the company's long term vision in a true end to end experience. The goal was to showcase to investors how our technology could extend our product experience. I made sure to highlight our product differentiation while making everything look as realistic as possible. I wasn't too concerned on building out every interaction, but focused on the "happy path" from Company Onboarding to Investor Due Dilligence and sending a term sheet.
One of the key features we highlighted was or Quality of Earnings Analysis which showcased the true value of the data we acquired by onboarding private company financial connectors.
We were successful in leveraging these prototypes to tell Hum's product vision to Investors and with them we closed over 9 million in funding!
Taking it one step further...
Within my own team I wanted to leverage the north star to communicate the long term vision to our designers. I collaborated with our marketing team in order to incorporate more of our brand design vision for the UI as well.