Edge Connect
Market-entry UX and website for a fintech launching and selling to engineers
Edge Connect bridges fragmented protocols across financial trading stacks. The buyers are engineers. I led the UX and website design for their UK launch with Goldfish Agency, from wireframes through to developer handover.
Sector
B2B Fintech · Trading Infrastructure
Services
UX Strategy
Website Design
Market Analysis
LIVE SITE
Brief
Selling infrastructure to people who build infrastructure.
Edge Connect was founded by engineers out of JPMorgan, Citibank and BBVA, with a combined century of electronic trading experience behind it. It sells to software engineers, CTOs and platform architects, people who can tell within seconds when the copy and the diagrams are just for show. The brief was the full launch site: credible to the engineers, navigable to the people signing it off.
Insight
The challenge was deciding what to leave out.
The material handed to me reflected who built it: precise, deep, and far more than any page can carry. The instinct is to prove competence by showing everything, but a busy engineer gives you about ninety seconds before they download it or close the tab. Every extra detail competes with the one they came for. Persuading them of that was most of the job, because detail is how engineers show respect. Rather than argue it, I put simpler versions in front of them and let the comparison make the case.
Build
Designed to be viewed at speed.
Wireframes, prototypes and final design in Figma across the full site, handed to the Goldfish developer to build. It runs in the engineer's evaluation order: what it solves, how it works, what integration looks like, how to start. I drew their architecture rather than describing it, turning network discovery, integration before and after, and distributed services into diagrams you take in at a glance. The visual identity kept the tone calm: soft lime green and orange gradient, plenty of white space. The CTA closes in three steps, download the starter package, run it locally with one command, subscribe to your first topic.
Market-entry credibility live from launch.
Live since launch and still running on the structure I designed. The site translates Edge Connect's infrastructure so developers and engineers can evaluate the product at speed, and reach the starter package without speaking to anyone. The people signing it off can navigate the same site without needing one translated for them.
