0→1 product design for a matchmaking platform connecting founders with champions. Shipped onboarding for both sides, rich profiles, curated catalogs; 500+ users and 15+ quality engagements monthly.
Marketplace
Startup
Brand
UX/UI
Design System
Key information
Context
Bringing a startup idea to life shouldn’t mean going it alone, yet for many early-stage founders, finding real support and reliable advice is the hardest part. That’s where Rappo steps in: a marketplace that unites technical founders with senior “champions” from leading tech companies, building relationships that fuel both growth and resilience.
I joined Kotak Cherry with a mission: to transform the investment experience into something intuitive, transparent, and empowering. Working alongside a talented team of five, we set out to discover where users struggled most—and how design could make a meaningful difference.
dinner and project discussion (2024)
Timeline of the project
Months 1-2
Month 3
Month 4
Month 5 - onwards
Challenge
Let’s be honest: cold emails rarely work, service marketplaces are often pricey and disjointed, and building trust is tough when everyone feels like a stranger. In the U.S., around 70–90% of startups fail, a sobering statistic rooted in various reasons, but often tied to a lack of guidance and strong networks.
AI generated image
Literally, the business team was looking for a positive big impact
1
New users need to focus on relevant information, not feature overload.
2
Fast, frictionless signups welcome people in without making them jump through hoops.
3
Highlight standout champions across tech, giving founders confidence from the start.
Listening, watching, learning
Our team reached out to dozens of founders, champions, and industry leaders, mapping pain points, vetting assumptions, and benchmarking other platforms. Our research revealed that most online options were either too expensive, too spammy, or didn’t actually help people find the right match.
competitive benchmarking
validated ideas
Challenges that can't be ignored
Alex Carter
31 years | Founder | San Fransico
Alex Carter is the founder and CEO of NimbusTech, an early-stage SaaS startup based in San Francisco. With a background in product management and growth at fast-moving tech companies, Alex is passionate about helping small businesses automate their workflows and scale faster.
Challenges
Frustrated with the low response rate in cold emails and cold calls
Uncertain whether the product vision and direction are accurate
Difficult to find good customers for long-term contract
Ethan Brooks
39 years | CTO | Seattle
Ethan Brooks is the CTO of a leading tech company based in Seattle, with over 15 years of experience building and scaling technology products. Passionate about innovation, Ethan actively advises early-stage startups, helping founders avoid common pitfalls in tech and growth.
Challenges
Unclear startups vision and context in other platforms
Majority of the startups aren’t ready or serious about GTM and product fit
Lack of transparency in the conversation, payment issue and random startup recommendations
Glimpse of iterations and ideas
We eliminated many ideas that were not fully aligned with user needs, focusing on those that could benefit both the user and the business. We have made around 100 screens to find the correct and simple journey.
20-50 screens
Making a memorable brand
As Rappo grew, I developed a custom brand identity that would always stand out, simple, bold, and perfectly recognisable in any context. Several iterations and direct user feedback helped craft a look that felt trustworthy to both founders and champions.
logo iterations
Logos in different theme
Rappo linkedin banner design
Rappo design system
Awareness
1
Designed a visually impactful, info-rich homepage that quickly communicates Rappo’s unique benefits with no extra clicks or confusion. And ensured fast load times and SEO best practices.
Simple welcome
2
Created quick onboarding journeys for both founders and champions and added visual cues and relevant questions, so users see what’s next, not just what’s required.
Powerful profile
3
Comprehensive user dashboards include bios, expertise, ratings, and calendars, and Information is captured during onboarding or via API, making profile completion effortless (and connections easy to spark).
Listing
4
Designed intuitive lists for startups and champions, letting each side browse, filter, and make informed choices and made sure each profile snippet has just enough detail to invite a meaningful conversation.
A platform people want to join
The customers appreciate the startup idea and are interested in joining the Rappo platform. Top champions from Gitlab, Instacart, Twilio, TransUnion, and more actively engaged with the startups on Rappo. Feedback highlights a strong fit: “The quality of advice here is better than anything we’ve found elsewhere.”
Users onboarded and growing every month
Monthly average high-quality engagements
Consistent increase in conversion rates
What I learned so far
More than anything, Rappo taught me to design for real life, not just screens. Founders crave guidance. Champions want to give back. By listening deeply, iterating quickly, and always putting the human element first, I helped build something that levels the playing field for early-stage innovators.
Designing Rappo meant making every feature inviting, supportive, and purposeful from the very first click to the most meaningful conversation. That’s what product design should be: a bridge, not just a tool.
