Hockeystick is improving Canada’s startup ecosystem by launching the largest open database of Canadian startups and investors.

Its database provides first-of-its-kind visibility into the country’s innovation economy with an excess of 12,000 entities already in the system, including companies and early-stage funders: angel groups, accelerators, government programs, venture capital firms and private equity funds.



“DesignedUX is a top-notch, professional agency with the talent to compete with the best and largest agencies out there. True professionals, great design, superior project management, on-time delivery, and FUN people to work with. Michelle and Rachel's breadth of work experience provided us with an undeniable excellence in design, execution, and service. They truly cared about our site and put in the time to deliver what we needed. Anyone who chooses to do business with DesignedUX is making a good choice. The designs and creative input transcended expectations and we are seeing the results with more website views, a reduced bounce rate, and more leads.”

- Laura Curk, Senior Marketing Manager at Hockeystick



The Project

Hockeystick came to us with an ambitious idea. They wanted to create an accessible and innovative global database of private market data for startups and investors. The goal was to reduce the inefficiencies of how data is currently collected and consumed in private markets. 

Hockeystick already had an established product with a number of reporting and data analysis tools. The challenge was to create an elegant design that integrated the new open database features with the current application while improving the overall user experience. We also needed to accommodate a number of different data sets to support Hockeystick’s partnerships with other organizations like the CVCA. 

Hockeystick was also seeking a design aesthetic that communicated the look and feel of a premium financial services product. 


New Platform

Without an internal design team, Hockeystick partnered with DesignedUX to bring the idea to reality. We worked with the Hockeystick team to define the concept and iterate on possible solutions. We mapped out the user journeys for free and premium customers.  With a common vision for the product established we designed wireframes and high fidelity mockups to pass along to the Hockeystick development team for implementation.

The final product design included the following features:

  • Open database with advanced search and filtering
  • Information widgets for data visualization
  • Custom dashboard 
  • Saved searches and lists
  • Data export
  • Integration of Hockeystick’s existing Deal Flow, CRM, and Portfolio products into one elegant user interface and platform

Marketing Website
The next phase of the project was to design the new marketing website. Hockeystick was looking for a fresh, clean and sophisticated design to communicate the benefits of the new open database project and value proposition of the newly integrated platform. Hockeystick’s customers include accelerators, angel groups, government, private debt, venture capital and companies. 



Why Open Data

An extensive amount of primary and secondary sources are accessible on the internet and other domains when conducting research on public organizations and markets. However, when it comes to researching the information on private markets, information is generally inaccessible and requires significant effort to identify, curate, and verify information. Most venture capitalists and prospective investors do not have the time or technical resources available to go through this process for a single or multiple companies.    

Hockeystick is making this research more transparent and accessible by verifying market data and housing it in their online database.

“We believe in the power of data to make better companies, investors and markets,” said Hockeystick’s Founder and CEO, Raymond Luk. “The lack of accurate, standardized data has hurt the performance of the entire private market. We see a future where high-quality data is available to everyone, whether you’re an entrepreneur looking for funding or an investor seeking the next unicorn. Data has the power to produce meaningful insights, including predictive ones, and to drive better returns.”


Making data meaningful to drive people first innovation through an open community and secure digital platform.



Our Work

  • Wireframes
  • Web Application Design
  • Marketing Website Design
  • Concept Ideation
  • User Experience Design
  • Information Architecture


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