Commonstock
Social investing platform, $34M raised, acquired by Yahoo Finance
The Problem
The investing discourse on the internet has a credibility problem. Reddit and Twitter are full of people claiming massive gains while hiding their losses. Commonstock's premise was an accountability layer: link your actual brokerage account, share your real portfolio performance, and let your track record speak for itself. It was a genuinely different take, and it raised $34M from Coatue, QED, and Floodgate, with Bill Ackman among the individual investors.
When I joined as design team lead, the product had the core mechanic working. What it didn't have was a design system that could scale, or a team that could keep pace with the product's ambitions.
The Work
The first job was the team. I grew the design function from a single inherited designer to a three-person team, which meant hiring at both ends of the experience spectrum and building the rituals that turn a collection of designers into a function with shared standards and judgment.
The second job was the design system. The component library had accumulated without a coherent architecture. Common patterns had diverged across features, spacing and type scales were inconsistent, and the engineering team was consuming a library that required translation on every handoff. I led an audit and overhaul spanning hundreds of components, which meant triage first: identify what could be consolidated versus what needed a rebuild, prioritize based on component frequency across the product, and sequence the work so it shipped in parallel with feature development rather than blocking it. The result was a system that let a three-person design team support dozens of engineers without every handoff becoming a negotiation.
The third job was harder to name: acquisition readiness. The CEO and Director of Product were thinking about where the product needed to be to attract a buyer at the right valuation. That shaped the roadmap conversation. Design's role wasn't just shipping features. It was helping the product tell a coherent story about what it was and where it was going. That meant visual coherence, interaction consistency, and a platform that a team at Yahoo Finance could look at and see potential rather than technical debt.
The Outcome
Commonstock was acquired by Yahoo Finance, a platform with 150M monthly users. The design system built during this engagement became the foundation the acquiring team inherited. The company had raised $34M total from institutional investors before the acquisition.