Fund Profiles

Situation

The Promontory is a platform where fund managers (EMFs) and limited partners (LPs) connect for potential investment opportunities. However, the existing fund profile design failed to present crucial details like track record history, investment strategy, and leadership background in a concise, user-friendly format. Interviews and analytics revealed that users often abandoned profiles without further interaction, significantly reducing meaningful connections. Additionally, funds that did not fill out 100% of their fund profile were more likely to get overlooked by an investor.

"I need a better picture as to what the fund’s track record and strategy are. Right now, I have to find that information elsewhere." - one LP said.

Task

Our main goal was to increase the number of Data Room requests by 30% through a redesign that both expanded the data points in each fund profiles and improved discoverability. We also tracked time spent on fund profiles as a secondary metric, hypothesizing that if users spent more time exploring a profile, they'd be more likely to connect.

Action

By conducting in-depth interviews with both fund managers and LPs (total of 12), I identified the exact data points each persona needed most. This research also revealed how crucial a well-structured information architecture would be to guide users’ attention.

I then remapped the existing fund profile architecture into distinct, labeled information buckets. Once the draft structure was ready, I walked internal stakeholders through it, explaining how each section addressed a specific user need.

Design & Prototyping

Using the new information architecture for fund profiles led to the creation of the new wireframes, and later the high-fidelity prototypes that emphasized structured content hierarchy. The new layout introduced a sub-tab navigation with clearly labeled tabs that users can navigate between. Each sub-tab was catered to a specific bucket of information that users were expecting to find.

Data Visualizations were also introduced to condense complex data into more digestible formats. In this specific case, it was to showcase the benchmarking of funds.

We did realize that asking fund managers to fill out a longer profile might cause friction, but we hypothesized that their motivation to secure funding would outweigh the extra effort. We reassured fund managers that a more comprehensive profile greatly increased their visibility and chances of connecting with the right investors.

Testing & Iteration

After gaining stakeholder buy-in, I conducted usability tests with a new set of 8 users (both LPs and fund managers) who had not participated in initial interviews. Feedback confirmed that the sub-tab structure and visual layouts made it easier for LPs to find the insights they needed. Iterations mostly involved refining the microcopy on each tab and adjusting the top-level data and visualizations to be more transparent.

"The new layout makes it effortless to skim through information and dig deeper if I need to." - one LP said.

Following final approval, I worked closely with the engineers to deliver detailed documentation on how the new data fields were going to be represented in the frontend UI. During QA, we emphasized the performance tests to make sure the new data wasn't going to slow down the platform.

Result

Within a month of launching the revamped fund profiles, we were able to see some significant improvements:

• Time spent on fund profiles increased by 25%—a bit below our original 30% target, but still a significant improvement.

• Data Room requests rose by 18%. This indicates LPs found the right info to warrant a deeper look, although further research is needed to pinpoint why some funds weren’t converting past this point.

"This redesign makes it so much easier to assess a fund’s strengths at a glance!" - LP Feedback

By aligning user needs with structured design, The Promontory’s fund profiles now serve as a more powerful tool for making informed investment decisions—boosting both clarity and efficiency for EMFs and LPs alike.