Selby

Selby entered the market with an ambitious vision: to become Mexico's go-to platform for buying and selling companies. Its founders came to us with a hard problem — compressing a financial transaction that traditionally drags on for years into a fully transparent, 100-day process.

Visual identity

Website design

Selected project from my time at Acueducto

Role

Visual identity, web design, and UI/QA audit

Client

Selby

Date

October 2024

The idea behind Selby

The goal was clear: validate market interest and acquire the first users by making a notoriously complex financial transaction feel safe and approachable to entrepreneurs — through a pre-launch site, before the platform itself existed.

The challenge

In Mexico, selling a business is anything but a linear process. Our research surfaced three recurring problems in the traditional path: heavy bureaucracy, a high risk of fraud that erodes founders' trust, and serious vulnerabilities in how confidential information is handled.

As a brand-new startup with no product yet, the challenge was making Selby feel as secure and established as a traditional bank — enough for founders to hand over their contact details and start a conversation about selling their company.

The solution

We built the narrative around three non-negotiables: full confidentiality to protect the seller's identity, the 100-day timeline, and access to pre-qualified buyers only.

In execution, that meant replacing dense corporate language with the founder's own track record through case studies, a step-by-step breakdown of the process so users knew exactly what would happen and when, and copy that spelled out how their information would be protected at each stage.

The founder reported that the site brought in Selby's first form submissions — the goal it was built for. Our engagement ended at launch, so I never saw the analytics. If I had, the questions I'd want answered are which of the three pillars actually moved people to submit the form, and whether the step-by-step breakdown of the process was doing the work we designed it to do.

I led the design QA before handoff, reviewing the build against the design system component by component — spacing, states, responsive behavior — until the live site matched what we'd designed. I also ran the final handoff to the client.