Startup Colombia is the community that supports entrepreneurship in Colombia. Primarily, this community allows colombian founders, investors and professionals meet and do businesses.


The term “entrepreneurship” is a trend around the globe. Thousands of ideas are in people’s head daily waiting to become the next digital success. Colombia is not apart from that and we see people coming up with ideas everyday, eager to make this world a better place to live.

Despite the above, sometimes entrepreneurs do not know where and how to start. They don’t know the mistakes that other entrepreneurs within their industries have made and aren’t able to connect with one another. There is not a strong tool that allows them to do so.

Likewise, there are people financially able to fund a business but don’t know how to do it. It’s hard for them to connect properly with founders so they miss their chance to help dreams come true.

About the users

I highlighted two scenarios before but now I want to clarify who the users are going to be. We have three type of users:

user persona ux design

User Flow

Knowing who is going to use the platform, then a user flow is needed. Each one of the users has specific needs and they have to be solved within the navigation and the experience. We have then entrepreneurs, investors and professionals. Each navigations is intended as follows:

user flow ux design


The user flow is pretty straightforward because one of the objectives of the platform is make things easier for busy people. Once I highlighted the journey for each user, there some specifications that have to be considered:

user flow design

Design Solutions Part 1. Wireframes

In this section of the process, I am going to show you the wireframes and considerations for the platform.

Creating a profile

Sign Up Design Flow
From left to right: Select the type of user, basic information, professional information and the option to create a profile for their company or do it later)

All users would take the same path to sign up with just simple fields variations depending on the needs.


This is how profiles would look like. You have the basic and professional information on the left and the activity and startups or portfolio (for investors) or experience and services (for professionals) on the right.

One thing that has to be considered is that this is not only a platform to hire or get hired and connect with investors, but also it works as a community where people share their experiences and help each other out. That’s why I decided to add this ‘articles’ feature where registered users can post articles related to the digital world or entrepreneurial adventure.

The above profile is not completed. This is how completed profiles would look like.

(From left to right: Professional, Founder, Investor.

Homepage solutions.

Based on an industry research, an analysis with similar platforms and interviews with some founders and professionals, there are some things that should appear in the first place. The question asked was maybe wide but gave me good insights: If there were a platform for entrepreneurs, investors and professionals to connect, what would you like to see / do in it? So, the answers are quite similar to some assumptions I already had. Users would like to:

- Know what my competitors are.
- See startups in general and filter them by niche.
- Know what other have done wrong. Something like a forum or FAQ.
- Specify that I am needing funding and I would like to be able to connect with potential investors.
Those answers above, helped me place the elements in the homepage:

The first thing we have there is the search bar where users can look up jobs, people, companies or just keywords. Next, they see recent startups, popular industries and articles from other members of the community.


Filters vary depending on the type of list. Left to right: Articles, Jobs, People, Startups.

Design Solutions Part 2. Visual Design

Colors & Typography

When we are talking about relationships, we want to relate to warm colors. But when those relationships occur in a digital environment, we want to use colors that match with that intangible space but still reflex calm and confidence.

Homepage Design

I chose minimalism in this design. Users are already busy and trying to figure out what the new startups are and how they can relate to them and connect with other. The less I could do was to make the journey as easy as possible.

Creating Profiles

We have three different onboarding depending on the type of user someone’s choosing. I want to create that emotional connection with the user by telling them what to expect with each profile and make them relate to the images.


(Left to right: Professional, Founder, Investor)
Founder Profile
Profile Components

Creating a Startup profile

Startup profiles are the main reason of this platform so they need to have all the relevant information for both investors and professionals. Meaning that they can take a glimpse of what the startup is all about and see some sensitive information (for investors) and apply for openings (professionals).

Startup profile components


The lists have the same type of filter to make it easier for users to search.


I used Adobe XD to create a prototype for this project as UX/UI was my main job here. The developer now is going to create the live version of this and then the platform will be available for everyone.

Click here to see it in a new tab in your browser.

Need something specific?

I would love to hear from you.

Hire me