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Tajdid Rahman
Tajdid Rahman

Finlete

Redesigning Finlete’s website for fans and athletes

A Framer redesign for a sports investment platform where fans invest in athletes’ careers, shaping its strategy, information architecture, copy and design system.

Finlete’s homepage, “Where sports fans become investors”, with a baseball pitcher in a Finlete cap throwing a ball in front of it.

Context

Finlete is a sports investment platform where fans can invest in the careers of athletes. I partnered closely with the founders to redesign their website in Framer, shaping the strategy, information architecture, copy and design system.

The existing site didn’t explain the product clearly, needed heavy manual effort to update athlete pages, and didn’t build enough trust with potential investors or athletes.

A Finlete homepage design on black: “Be more than a fan, be an investor”, with two phones showing an athlete’s investment page and a row of press logos.
Positioning and credibility up front.

Approach

Strategy

I worked with the leadership team to define what the site needed to do:

  • build credibility for both athletes and investors
  • simplify the investment journey with clear, conversion-focused flows
  • create a system that scales as new athletes are added

Information architecture

I restructured the site around a clear content hierarchy:

  1. Hero: positioning and credibility up front.
  2. How it works: a step-by-step explanation for investors.
  3. Athletes: template-driven profiles powered by Airtable.
  4. Trust signals: testimonials, backers and FAQs.
  5. Conversion: clear calls to action at key moments across the journey.

Copywriting

I collaborated with the CMO to refine the messaging into clear, approachable language: replacing jargon with plain English, emphasising credibility, and tailoring content for two audiences, fans and athletes.

A “How it works” section in three steps: invest in their career, join their journey and share in their success.
How it works, step by step for investors.
An athletes page with All, Open and Closed filters above a grid of athlete profile cards, each with a photo, name, team and open status.
Template-driven athlete profiles, powered by Airtable.

Design and development

I created a cohesive visual language to strengthen trust in the brand, and built dynamic Framer components connected to Airtable:

  • an athlete progress bar that updates automatically
  • a live investment feed showing real-time activity
  • an investment calculator for investors
  • company metrics

Every component can be edited through Framer’s property panel, so people who aren’t designers can make quick updates.

An athlete page for Aroon Escobar: “Aroon Escobar is raising capital”, with a video, the amount raised, a progress bar and his organisation details.
An athlete page with live raise progress.
An investment simulator in three steps: choose an investment amount, choose the athlete’s career earnings, then see the simulated return.
The investment simulator.

Outcome

The redesign gave athletes and investors a clearer story, with trust signals and live data to boost credibility.

  • Less manual work: dynamic components replaced hand-updated figures.
  • Faster updates: modular templates made adding new athletes fast and error-free.
  • Built to grow: a mobile-first, conversion-focused structure works across devices and gives Finlete a strong foundation for growth.

All work