Carta Equity Management

Enterprise Product Design
User Experience Design
UI Design
Information Architecture
Design Systems
Customer Journey Mapping


Carta (formerly eShares, Inc.) is a Palo Alto-based fintech company specializing in capitalization table management and valuation software. We began working with Carta in March of 2019 and have been involved in various projects across multiple business lines within the organization. Working with product managers, other product designers, design technologists, and engineers, we helped define user flows and application requirements and create detailed, interactive prototypes for various business units.

We worked with Carta during a pivotal period for the company as it experienced unprecedented growth and the release of numerous application feature rollouts and enhancements.

  • Current state user flow analysis to identify opportunities for improvement and consolidation.
  • High fidelity prototyping for fund administration onboarding and preparation of testbed for user testing.
  • Advocated for new components to be added to an established design system to be more approachable and easy to use for Carta customers.
  • High fidelity prototyping for capitalization table management data integrity, and health checks.
  • Liaised with product managers, engineers, and product design team members throughout various engagements
  • Attended daily stand-ups and product design team co-labs to ideate and improve upon UI design and patterns used within the Carta app

Engagement details

While we came into this engagement with decades of fintech experience, having worked with many banks and insurance carriers, cap table management and valuation were areas that were relatively new to us. It has been a real pleasure being embedded within a team of such unbelievably talented product designers.

We worked with distributed teams in Seattle, San Francisco, Palo Alto, New York, New Jersey, Philadelphia, Salt Lake City, and Rio de Janeiro daily on various product, UI, and UX deliverables.

The bulk of our prototyping work was conducted using Axure RP, Figma, and Framer X, with occasional UI design deliverables with Sketch and Adobe XD.

This engagement allowed us to work with a well-established design system developed for the Carta app, but also the chance to challenge some of these components and propose new ones.


Information architecture and content planning
Axure RP
Low-fidelity prototyping
High-fidelity prototyping
User interface design & high-fidelity prototyping

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