01 / Techstars Apply
Summary
Crafted an experience that empowered aspiring startup companies to apply for accelerator programs, setting them on a path to fast-track their business growth.
Project
A greenfield web application that streamlined the management of thousands of detailed entries, empowering founders to submit answers, edit responses and select preferred programs within one integrated flow.
My Role
UX/UI Design
Accessible Design
Prototyping
User Research
Data Analysis
UX Writing
Impact
Launched an MVP within 3 months, reducing user effort by 66% and significantly improving the overall experience.
Facilitated the submission of nearly 40,000 applications, optimizing workflows to handle high-volume user interactions efficiently.
Increased program conversion rates by 25% in 6 months by refining the user journey and addressing key friction points.
Analyzed user feedback from 440 respondents, implementing features that directly enhanced usability and engagement.
Streamlined onboarding, reducing drop-off rates by 25%, leading to higher retention and faster user adoption.
Company Details
Techstars is a pre-seed investment firm that provides access to capital, mentorship and support for early-stage entrepreneurs. They help startups connect with investors, corporations and local governments to address challenges across industries. Each year, Techstars selects promising companies to participate in an intensive 3-month accelerator program, providing funding along with hands-on mentorship and access to the global Techstars network.
Product Details
Techstars Apply serves as the gateway for entrepreneurs aiming to join an accelerator program. It’s the public-facing component of the Application Management System (AMS), designed as a form to collect application data that feeds directly into Techstars Review, the backend tool for managing internal reviews.
Each year, thousands of entrepreneurs submit applications to Techstars accelerators. Since these applications are often a startup's first interaction with Techstars, it's crucial that candidates present themselves effectively. The application's role is to support this goal by collecting detailed information about the company's progress, team and future projections while keeping the process manageable.
Previously, Techstars relied on a third-party tool to manage applications, but its limited customization and the need for separate submissions for each program created a burdensome process for applicants. To overcome these challenges, we developed an in-house portal. Our goal was to design a platform that increased conversion rates while integrating seamlessly with other Techstars products.
Discovery
A version of the form already existed in the third-party tool, and while it didn’t need to be completely overhauled, some adjustments were essential. Striking the right balance was key. We had to gather enough information from applicants without burdening them with an overly complex process.
Equally important was ensuring we were asking the most relevant and meaningful questions. Starting with the existing question set, we surveyed the Accelerator Investments Team (AIT) to evaluate the phrasing, ordering and effectiveness of each question. Despite varied feedback from team members, we analyzed the areas of consensus and reorganized the questions into sections that resulted in comprehensive startup overviews while creating a more streamlined user experience.
Product Goals
Save founders time and transition to a single evergreen application experience instead of applying to each program individually
Refine the application questions to capture the most relevant and essential information about each business
Enable co-founders to connect their individual profiles directly to the application, providing a complete representation of the founding team
Provide users with a way to update their application as new information becomes available, ensuring their submission stays accurate and up-to-date
Facilitate communication between platforms, allowing users to input their information once and have it automatically synced across systems
Maximize conversion of applicants to submitted applicants by reducing barriers to completion
Initial Feature Set
Application form: sections populated with optimized question sets
Program preference selection: applicants indicate their highest priority program matches
Editability: users have the option to edit their responses at any time
Co-founder profile: team member association with application
Importance
The application process is the entry point into the Techstars ecosystem for all startups that would like to participate in an accelerator program. It’s an important and necessary first step of consideration, a touchpoint that must provide a positive experience so prospective companies do not disengage before they even begin.
Importance of the founder application experience:
A well-designed, clear and comprehensive application process attracts high-quality startups, elevating the pool of hopefuls
Since the majority will not be immediately accepted into program, each interaction with top prospects is crucial for future cohorts
A positive experience might encourage someone to reapply in the future, refer others or engage with Techstars in different ways, contributing to the organization's influence in the startup world
This is an opportunity for extending the reach of the Techstars ecosystem and reinforcing our positive brand perception
A successful application flow increases the likelihood of selecting strong companies for the program, which in turn contributes to Techstars' overall success and reputation.
MVP Design
I chose a stepper experience for the form, dividing it into three sections required for submission. The application owner would start by completing a Founder Profile, which included an ‘About You’ section that gathered demographic information from those willing to share it. Co-founders were also given the chance to create their own profiles and link them to the application.
The application continued with steps for ‘Startup Details,’ ‘Startup Progress,’ and ‘Startup Strategy.’ Next, users could explore upcoming programs and select their top three preferences. This approach allowed for frequent saving, minimized overwhelm by breaking the process down into smaller chunks and made it easier to navigate to specific topics.
UI Update
The initial designs for the first release of Techstars Apply followed the UI patterns of other Techstars products and adhered to brand guidelines set by the marketing department. However, we quickly recognized the need for a significant update.
Collaborating with the product designer from the team behind Techstars Universe, a platform that connects entrepreneurs with investors, we developed a plan to address the most pressing issues. One core hurdle was that the Techstars brand green did not meet accessibility standards so we needed to stop using it for functional elements. Therefore, we introduced a new primary blue color that passed all contrast checkers and transitioned to using the green an accent.
Additionally, working closely with the engineering teams across our three products, we decided to adopt the MUI component library as the foundation for building our own Techstars design system. We customized it to reflect our brand and added components as necessary.
Once our design system had been implemented, we transitioned all existing screens to use those elements and started using our new brand color.
Original design
Design after UI update
Survey:
Although we regularly gathered feedback from founders, there hadn't been a comprehensive research effort in some time. Recognizing the need for a larger dataset of direct input, I took the initiative to create and conduct a founder feedback survey.
I sent out a SurveyMonkey link to the application owner of all startups that were applying to Techstars for the first time at app close. It was comprised of a mix of single-select, multi-select, matrix and open-ended questions asking the participants about their recent experience and offered a quick yet thorough opportunity for in-depth insights.
Being a founder-first organization, the objective was to understand what is important to founders when they apply to Techstars and identify ways to ensure a positive experience for them.
Primary questions to answer:
Are we supporting founders’ priorities while balancing business requirements?
What are pain points or blockers founders might face during the process?
What opportunities do we have to make founders feel that they gained value regardless of acceptance?
We received submissions from 440 respondents, including 2700 written responses. All nine open-ended questions were optional, meaning each written response was a voluntary contribution from founders. The rate of response was encouraging, allowing me to dig into a rich repository of data directly from our users.
User Quote
Synthesizing Results
Through a combination of hand-coding the results with tags in SurveyMonkey and using Perplexity AI to synthesize responses, I was able to recognize themes and opportunities for improvement. I chose Perplexity specifically because it is held in high regard as a tool to help researchers distill large volumes of information into concise summaries, saving valuable time and effort.
Finding 1: Overall positive sentiment
Founders shared that they thought applying was seamless, straightforward and even enjoyable
They expressed appreciation for the thoroughness and professionalism of the application process
Many found the application thought-provoking and valuable for refining their business ideas and strategies
The results were somewhat surprising, given the anonymity of the survey and the opportunity for founders to speak freely. This was promising news, as our goal was to avoid overwhelming founders with the form while still enabling them to effectively present their startups.
The way the questions were framed helped create a positive impression of Techstars, making applicants feel that the organization valued the human aspect of their startups, not just their business potential.
The length of the application, often a hot topic of internal debate, was a clear win. An overwhelming 93% of founders felt it was just about the right length, not too long or too short. This feedback gave us the confidence to stick with the current question set and carefully evaluate any future requests for additions.
When asked about the difficulty of the application, 90% reported finding the application at least ‘Neither easy nor difficult’, with 52% describing it as 'Easy' or 'Very easy.' Respondents who found the application to be more difficult said they still recognized its value in supporting the ongoing development of their startup. Many commented that it prompted their team to think critically about their business and gain a clearer understanding of their objectives.
Finding 2: Desire for communication and support
Founders highly value clear timelines for the review process and regular updates on their application status
They want transparency about the steps involved in the review, interview and selection process
They asked for feedback on applications, even if not selected
The survey revealed 93 individual comments (the highest number for any tagged response) expressed a desire for better communication, regular updates and clear timelines.
Additionally, it came as no surprise that a recurring theme was founders seeking feedback both pre- and post-app submission. While this has always been a known challenge due to limited team resources, it was valuable to see it explicitly reflected in the responses.
Finding 3: Technical improvements and editing functionality
Founders would appreciate clarity on the ability to edit after submission
They asked for flexibility in form interaction such as autosave and fewer character limits
They require easier navigation to different sections of the app
There were several technical and functional improvements we considered to address particular sticking points. The good news was that these issues were already on our radar. These limitations stemmed primarily from technical constraints, not a lack of awareness. However, now that topical commentary was recorded in the research, it was the tangible leverage we needed to prioritize finding a solution.
Action Items
Provide more solid dates for when applicants could expect to hear back to alleviate anxiety and uncertainty (in progress)
Display status prominently (complete - designed founder dashboard solution)
Better communication via email to offer submission confirmation and deadline reminders (complete - audited and optimized messaging)
Offer pre-review feedback sessions, office hours with mentors or resources to help applicants refine their submissions (in progress)
Feedback with reasons for non-select (roadmap)
Implement autosave to prevent the loss of work (roadmap)
Allow applicants to freely navigate the application without needing to complete every section (roadmap - tied to autosave capability)
Founder dashboard
Looking Ahead
Techstars Apply will continue to be an integral part of the Techstars experience. At a surface level, it’s an obligatory form that applicants must complete to be considered for an accelerator. But at it’s core, the product is so much more than that. It is a vehicle for connection with the worlds most promising founders who are fueling their ideas with drive and vigor. It allows for scalability as Techstars grows, enabling continued investment in innovation. We have the opportunity to make it a pain-free, even delightful, process for users. Its existence will endure as a continual source of the next best class of Techstars accelerators.
User Quote
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