Pocketed

Pocketed had built a powerful grant funding platform that helped businesses access billions in government funding, but their product experience wasn't living up to their ambitious vision. Since launching in 2021, more than 10,000 businesses had used Pocketed to access over $100M in government funding, yet the platform struggled with complex navigation, unclear value propositions, and user flows that didn't effectively guide businesses through the grant discovery process.

With the grant funding landscape becoming increasingly competitive, Pocketed needed a complete platform overhaul to streamline user journeys, enhance feature discovery, and create a product experience that matched their market-leading position.

We partnered with Pocketed on an intensive 5-month platform redesign, focused on brand elevation and a complete user experience overhaul. We started with in-depth co-founder interviews and user research to uncover where the funding journey was breaking down. Specifically, the challenges businesses faced in finding and accessing the most relevant grants.

From there, we identified the core user flows and broke them down into their component parts, iteratively designing and testing each step from discovery through to conversion. Extensive consideration was given into how new features, user permissions, subscription tiers, and more would shape the experience.

The result was over 100 thoughtfully designed screens across mobile and desktop, covering everything from error states and success confirmations to plan-specific variations and edge cases.

The redesigned platform fundamentally transformed how businesses discover and pursue grant opportunities. The redesign addressed every critical aspect of the platform: reimagined sign-up flows that reduced friction, intuitive navigation that guided users to their most relevant opportunities, clear pricing and premium feature discovery, enhanced grant matching algorithms, gamification elements to drive repeat usage, integrated grant services, the introduction of PocketedGPT for intelligent funding assistance, and much more.

Most remarkably, the redesign played a crucial role in Pocketed's acquisition story. The new platform design became a centerpiece of investor conversations, demonstrating the company's vision and growth potential, ultimately contributing to Deloitte's decision to acquire Pocketed in 2025.