About the client
InvestorQ&A helps women entrepreneurs strengthen their investor pitches. At the time of the project, the company was shifting from a research initiative into a startup, and its website needed to reflect that transition.
Problems & Goals
The existing website wasn’t functioning well: the design wasn’t responsive (especially on iPad screens), headers and buttons were inconsistent, navigation was confusing, and broken links/contact forms made it difficult for users to engage with the company.
Objectives:
→ Establish a clear, professional, startup-ready website.
→ Improve navigation and responsiveness across desktop, tablet, and mobile.
→ Create a structure that could grow with InvestorQ&A as they launch new programs.
Research & Insight
I reviewed competitor and peer websites in the startup/entrepreneurship space. I noted best practices in responsive layouts and how information architecture supported credibility for early-stage ventures, and identified pain points from the existing site: duplicated forms, hidden team info, and confusing menu structure.
Constraints
Short timeline since the redesign needed to be completed quickly due to broken pages and device failures.
Opportunities
Restructure site architecture around two clear audiences (Accelerators & Entrepreneurs) while highlighting the founder’s expertise.
Solution
I consolidated fragmented pages into two clear sections, added a dedicated "About" section with dropdowns for "InvestorQ&A", "Team", and "Dr. Ellen", refined the layout for responsiveness and consistency, and streamlined calls-to-action and clarified button links.
Impact:
→ The redesigned website improved clarity and user flow, making it easier for both entrepreneurs and accelerators to find relevant resources.
→ InvestorQ&A saw a significant increase in website traffic and inbound requests, both from entrepreneurs eager to join programs and from organizations seeking collaboration.
→ Streamlined calls-to-action contributed to more course sign-ups and reduced user frustration from broken links and inconsistent navigation.
Parallel Project: Practice Console
Alongside the website redesign, I also worked on branding, UI, and visual elements for the Practice Console, InvestorQ&A’s core interactive platform that helps women entrepreneurs practice and improve their investor pitches. My work focused on shaping the user flow, providing graphic elements, and supporting the educational side by editing videos, glossaries, and manuals. The challenge here was to create a system that felt both professional and approachable, with clear navigation and modular design elements that could support multiple scenarios.
The updated structure and modular design made the console easier to navigate, encouraging more consistent practice among entrepreneurs. Users engaged more actively with pitch simulations, glossaries, and manuals, helping InvestorQ&A deliver on its mission of making founders feel more confident and prepared. Together, the redesigned website and the Practice Console created a cohesive identity for InvestorQ&A as both a trusted startup and a functional learning tool.
