Indiegogo Entrepreneur Profile

Driving long-term support beyond crowdfunding

Through Berkeley Innovation in the Spring 2016 semester, I worked on a redesign of Indiegogo's entrepeneur profile. I worked with Julia LiangVanessa Ng, and Ken Chen on this project. We were mentored by Bianca Romulo.

My Role

The project was separated into 4 major sprints – User Research, Ideation and Prototyping, User Testing and Iteration, and Hi-Fidelity Mockups and Presentation. The entire team worked during all sprints, and I served as the sprint leader for the final sprint, overseeing and contributing to high-fidelity mockups of the profile, as well as developing the presentation that was delivered to the client.

The Problem

The previous Indiegogo entrepreneur profile was extremely simple and did not provide adequate information about an entrepreneur's reliability or journey. By redesigning the profile, Indiegogo wanted to provide a better platform for an entrepreneur's journey and drive long-term relationships between campaign backers and entrepreneurs.

User Research

We conducted interviews with college-aged people who had previously backed Indiegogo campaigns and entrepreneurs who ran successful campaigns on Indiegogo. 

Research Insights

We found that there were several main areas of concerns with the current entrepreneur profile: reliability, entrepreneur activity, and personalization.

Affinity mapping our observations from user research

Affinity mapping our observations from user research

Ideation and Sketching

We card sorted various features suggested by backers and entrepreneurs, as well as our own ideas, and found that they were fell into categories that corresponded to the main categories of insights from our research.

Focusing on how to improve upon reliability, entrepreneur activity, personalization, and a marketplace on Indiegogo, which was requested by the client, we began sketches for divergent designs of four separate profiles, each team member focusing on one area. 

Initial sketches for different profile concepts

Prototyping and User Testing

After digitizing our initial profile sketches in four mid-fidelity wireframes, we reconnected with some of the entrepreneurs that we initially interviewed during user research to get feedback on the layout and features of each of the four profiles. To supplement, we ran unmoderated remote user testing on with people who were interested in backing campaigns.

User Testing

From user testing, we gathered some valuable insights about what features were working, as well as where we could see our designs converging. 

From our tests with entrepreneurs and backers, we gathered some main themes in our feedback:

  • People liked quick stats that we had on entrepreneurs, cover photos across the profile, and the overall "clean" and "well-organized" interface.

  • We saw some areas where we could make improvements: people felt that reviews were unclear (Am I reviewing the company? One of their projects?), and many entrepreneurs also mentioned that we should consider that they could also be campaign backers.

  • Generally, people talked a lot about the stats, entrepreneur and product reviews, a personalized feel on the profile, and knowing top contributors to campaigns.

We wanted to balance entrepreneurs getting fair reviews and preventing them from harassment, so we decided to restrict entrepreneur reviews to text-only with tags such as "responds quickly" or "delivers." In reviews for specific products, we allowed star ratings.

A large challenge that became apparent during user testing was how to structure reviews for entrepreneurs and products. Initially, it was unclear whether reviews in our mid-fidelity prototypes were for the entrepreneurs only, or for their products.

Refinement and High Fidelity Screens

After conducting user testing on mid-fidelity wireframes, we saw that the four focus points were converging into two main profiles:

  • An entrepreneur-focused profile that communicated entrepreneur activity and reliability to establish trust between a campaign backer and the entrepreneur

  • A product-focused profile that communicated personalization and the future of a marketplace on Indiegogo, focusing on an entrepreneur's brand and market presence

For our high fidelity mockups, the visual design was guided by existing Indiegogo branding. A comprehensive walk through of our high fidelity screens can be found at our case study on Behance

High-fidelity screens presented to Indiegogo


At the end of our project, we had the opportunity to present our work to Indiegogo's design team at its SF headquarters. It was a great experience getting thoughtful and detailed feedback from the designers, researchers, and product managers who work with the product everyday. 


Thinking back upon this project, there are some things I would want to improve.

  1. I would want to conduct further user testing on higher fidelity mockups of the profile, or been clearer when testing with the mid-fidelity wireframes. Many testers were confused as to why they only saw "grey boxes" or were interacting with static pages, so I would have wanted to create working prototypes with visual design implemented to user test.

  2. I would want to return to the challenge of defining what types of reviews we would have on the entrepreneur profile. I would want to see if there were other ways to strike a balance between honest reviews and preventing harassment of entrepreneurs, and hash out better how to differentiate reviews for entrepreneurs from reviews for products.

  3. Lastly, something that would take much more time but would be worth that time – I would want to iterate more on the two profiles to see if they could converge into one cohesive profile. A challenge that I could see in trying to converge profiles into one is figuring out how to organize all the features and necessary information onto the profile, but keep the profile intuitive and simple to navigate.