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A91 Partners
A Mumbai-based venture capitalist company. They
have made profitable investments in businesses
across a variety of industries, including finance,
apparel, food and beverage, media, and clothing.

Work we did Tools we used

responsive Mobile App Adobe Xd

Website

Overview

A91 Partners is a thriving venture capital firm with over

10 employees, primarily general partners and business
analysts. The main objective is to strengthen the
business analyst team and persuade them that A91 is a
great place to work.

The opportunity

To fortify the business analyst team and convincingly

demonstrate that A91 is an excellent place to work.

Design Process
Discover Define Ideation Design

Brand discovery Usability issues Brand language Responsive website

Website audit Market analysis Color and typo

Target audience

Sitemap

IA

Design Research

A basic reseach was done to learn the

brand's characteristics
Getting to know A91 Partners
Tone of Voice Credible
Credible
Excellence
Vision
Professional
Professional
India Focused

Sincere
Sincere
Partnership

Bold
Collaborative
Collaboration
Friendly
India Focused

Cheerful Grounded

Smart

Lively

Excellence

Personality

We conducted website design audit to map out the

pain points and opportunity areas

1 H a b rger en
m u M u

The structure provides multiple links at one

place without following a sequential or
heirarchical order which can further act as a
block for users to make good decisions while
browsing. The structure looks static when
the user’s journey through the website
should be seamless and intuitive.

G oba a igation s ste

l l N v y m

Introducing global nav system which

showcases hierarchy and enables cross
linkage.

2 Partnership aro sa
C u l

This particular carousel displays more than 9

cards with no prior indicator or option to
switch between cards.

Partnership Page
Eliminating the need to show all partnerships
in a carousel and introducing a partnership
page for it, can make the information easier
to access.

3 Tea m C aro sa
u l

A very static looking section with no prior

indication on how many members will be
displayed.

4 ooter
F

The entire website has a very monotonous

look and feel, the footer also lacks crucial
information and quick links

Target Audience
Founder’s Business Analysts
Age group - 25 to 50 Age group - 22 to 35

The primary target audience consists of Business analysts, whose job it is to find
founders, CEOs, and entrepreneurs who are potential founders or companies, analyse
leaders and have managed businesses for a their business potential, and close deals, are
long time. another target audience.

Cross-section a l website design audit

Afer analyzing every single page on the website, we divided our feedback and insights
into three categories - semiotics, navigational and experential in order to get a holistic
view of the website.

 Need significant visuals  Reworked alignments   The navigation menu must outline
 Better typeface combination  Clear call to action the website's key sections and
 Better leading   Clear value proposition create a logical hierarchy of pagesp
 Better use of color ratio  Revised micro-interactions   The navigation menu should
 Choose better grid  Having clear, relevant, and be clearly separated from other

 Better visual hierarchy  keyword-rich content elementsp

 Lack of breathing space  Improved data segregation  Introducing a global and
hierarchical website navigation
structure to replace the existing
onep
 Proper placement of CTAsp
 Everything is contained on a single
page, there are no cross links.
 No feel of credible platforV
 Overwhelming feel due to too much information on one
page.
 No feel of a active community.
 Monotonous experience due to long text and bad hierarchy.

User persona was developed considering the target

research
Persona it l y

Leader
Arj n Singh
u

Co-founder, CFE Groups

38 years old Ownership
Delhi, ndia
I

Tech-Friendly

M oti ation
v

Arjun is a skilled manager with more than 7 years of experience in the field. He witnessed tremendous growth in his business and is now
seeking funding to expand it internationally. It inspires him to make wise choices and connect with like-minded individuals.

Goa sl Pain Points

 Arjun's goal is to find the right funding source for his company's  He finds it challenging to persuade VCs to invest in his
expansion, a credible venture capital firm that can relate to his company because he doesn't want to pass up any
growth and also trust him with what he can achieve in the futureƒ potential business opportunitiesƒ
 He wants to find a capital firm that isn't just looking for money but  It is challenging to identify companies that will receive
also believes in his company and can make good the funding perfectly and that share the same morals
recommendations. and ideologies.

We analysed the website performance and usability

based on the laws of heuristics
Heuristics Violation Recommendation Severity

1. Visibility of system status >A In partnership carousel the number of Getting rid of the information display 3
Aalways keep users informed about what is displayed partners is unclearA method that uses a carousel or adding a
going on, through appropriate feedback 1A No indication of how to contact tracker for each card that can be used as
within reasonable time.

a shortcut to switch between them.

2. Match between system and the

>A In our team section, the click state To make the individual cards more 2
real world
Follow real-world conventions, making of team images is not intuitive. intuitive, add a hover state that informs
information appear in a natural and logical the user that a pop up or overlay will
order.

appear when they click.

3. User control and freedom >A Users must scroll all the way through Changing the layout or adding a tracker 4
Users should leave the unwanted state the partnership cards carousel to for each card that can be used as a
without having to go through an extended access the final card, there is no shortcut to switch between them can
dialogue. undo and redo.

shortcut. work too.

4. Consistency and standards >A There is no consistency in the fonts, A defined set of colours and two fonts 3
Users should not have to wonder whether colours, or layouts. Orange is used in with better complementary styles can be
different words, situations, or actions mean hamburger all of a sudden, which lacks used. Using logo elements as a good
the same thing.

visual coherence. consistent element is also recommended.

5. Flexibility and efficiency of use >A Access to the data in the Partnership Creating individual pages for each section 4
Accelerators. Allow users to tailor frequent cards section and the Team section is and using internal links to increase cross-
actions.

completely rigid.ž linkage improves the website's efficiency.

1A No interlinkage, there is only one page
that is used to showcase all the
information.

6. Aesthetic and minimalist design >A There is no need for a hamburger Making use of global navigation system 1
Dialogues should not contain information because there is only one web page, and discarding the use of hamburger.
which is irrelevant or rarely needed.

no other pages, and no interlinkage.

We created information architecture to build the content

structure and facilitate seamless navigation

Home Page About us The tribe Partnership Get in touch LP login

Client logos Introductory statement Introductory statment Introductory statement Address

Value proposition Video Image carousal Filter Contact info

Partnerships section Our beliefs Team photos Partnership cards Email

Growth section Timeline Footer Footer Social media

Meet the team section Environmental & social policy Partnership detail
Map

Blogs Footer Partners image

Footer

About us section
Logo
Footer Description

Social media

Quote
Quick partnership links
Footer

Wireframes

W ireframe
s were created to obtain a general idea of the
complete user flow

DESIGN SYSTEM

Typ g p y and o ra h colors used

Playfair Display
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo

Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

0123456789

Regular Medium Bold

#EB706C #071B24 #FFC700

Switzer #535C61 #737B7F #959A9D

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

0123456789 #B6BABC #D7D8D9 #E8E9EA

Regular Medium Bold

Ui Screens

H o e page provides a holistic view to the company’s

m

partnerships, their beliefs and the core team.

H OME PAGE

T he abo t s page provides a

u u

good insight into A91

philosophy, their origin and their
investment timeline.

ABOUT US PAGE

PAR TN ERSHIP
PAGE
Showcasing the listings of all the fundings with

industry filters and sorting features

Filters &
sorting

PARTNERSHIP
DETAIL PAGE
Details about the partnership and includes features such as
the company's link, social media, and co-founders' linkedIn.

OBILE
M

SCREENS

Technology solutions crafted for Design studio specialised in

Highly skilled developers and

a sleek and scalable experience. UI/UX and branding. designers on contract

Contact Us Follow us on
hi@squareboat.com squareboat.com