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Advanced Equity
iPhone 12 screenshot of the yahoo news app depicting a favorited topic module in the main feed, specifically the celebrity news topic
As the sole designer on the Benchmarking team, I led the launch of our new Advanced Equity product. This product was critical in helping the team achieve our goals of moving upmarket and selling premium data offerings.

I facilitated several rounds of user interviews, created prototypes for sales calls, organized regular team-wide design reviews, and iterated endlessly on core flows for various customer subsets. As this was also the first major overhaul of our Benchmarking product, I also began to unify the experience and create a design language that our engineers could easily draw from.
Timeline
May 2023- present
Role
Sole designer on project
Before Yahoo News existed, there was Newsroom.
Newsroom was Yahoo's social network centered around news. It was failing for a multitude of reasons. The interface was outdated and difficult to navigate, the search functionality was severely limited, and the comments section was flooded with trolls.

As problems with Newsroom kept piling up, it became clear that the initial vision for the app wasn't resonating with users and it wasn't the right direction for the company. Therefore, Yahoo decided to pivot and relaunch Newsroom as Yahoo News- a news app that lets you build your news feed around what matters to you. We invested hours of work and research into our core experience- the main feed, customization features, and news articles. As a result of our efforts, Yahoo News is easy to navigate, customize, and consume. 
Dynamic header
The new header features a fresh design and stats for the player’s respective sport and team. For sports like soccer, users can cycle between an athlete’s club and national team stats.
iphone 12 gif showing a user switching marcus rashford's player stats from his club stats to team stats
Career timelines
Selected veteran athletes also have a career timeline under their bios that highlights their team histories, championships, and other major accomplishments.
iphone 12 screenshot of a timeline documenting kevin durants career
Flexible design
The header design is flexible enough so that it can be reused for both team and player pages across all sports.
gif cycling between player pages of various sports
Background
What’s missing in the current market data landscape?
Through exploratory calls led by our go-to-market team, we learned that equity benchmarking data falls severely short of enterprise companies’ expectations, even from the largest data providers like Radford.

Most equity benchmarks are not granular enough to convey how to properly issue equity to a new employee, and even less so for creating a company-wide equity plan. This information is especially useful in a volatile market where customers don’t want to be the last company to move to 3 year vests, remove cliffs, etc. Furthermore, many of the equity benchmarks on the market today are made up of stale data because they are comprised of responses from semi-annual surveys, which makes it even harder to understand how other companies are issuing equity today.

We also validated a strong willingness to pay among current users and other companies at a similar stage. While these companies are less sophisticated than enterprise companies when it comes to equity plans and structure, they still face similar problems and show desire for more robust equity data.
Insert Advanced Equity
It was clear that there was a huge desire for better equity benchmarks from both enterprise companies and small/mid-sized companies, and we had a unique opportunity as an integration-based company to deliver real-time premium equity benchmarks. These up-leveled equity benchmarks would be unique in the market, allow customers to easily understand equity benchmarks in the context of their company’s unique philosophy, and understand where they might adjust their philosophy to stay in-line with market movement. This product would make Pave the #1 source for equity data in the market.
New equity compensation types and filters
Previously, the Employee Compensation search tool only supported New Hire and Total Equity. We expanded our equity type offerings by adding Refresh Equity and Unvested Equity. This allows customers to understand how much equity employees are being given while they are at a company and how much equity they are leaving on the table when they leave. We also added several new equity-specific filters so customers could view equity by parameters relevant to their company. These are especially important to public companies who want the ability to see equity benchmarks that are predominantly comprised of RSUs rather than options.
New equity types
Users can understand how much it takes to hire an employee (New Hire Equity), retain an employee (Refresh Equity), and how much equity employees leave on the table upon departure from the company (Unvested Equity).
Equity Configurations
Previously, the only equity filter we supported was viewing equity by a dollar or percent value. Now, we support five options for viewing equity along with two additional equity filters. These filters allow customers to view benchmarks that more closely align with their compensation philosophy.
Future Iterations
Compensation specialists often use market data to justify compensation changes to higher ups at their company. Making our equity calculations more accessible and transparent not only makes this process easier for them but also improves trust in our product.
Benchmarking company-wide equity practices
Equity Practices allows customers to view benchmarks at the company level rather than the employee level. This feature is essential for customers who want to start creating an equity plan for their company and for customers who want to make sure their existing equity plans are on par with their peers. Customers can view benchmarks for practices such as vesting schedules, cliff durations, vesting intervals, and vesting structures. They can also use the filters to narrow down the responses to companies similar to their own.
Enhanced educational tools
Through various tests run during my time on this team, it became clear that many users see our help tools and contextual information as features whereas up until then we had been viewing them as nice-to-haves. As we built Advanced Equity, we knew we had to improve our help tools in the process, especially since equity can be a very convoluted concept. To solve for this, I designed a universal help drawer that customers could access from anywhere in the Benchmarking app. They can easily access equity definitions and FAQs at any point on their journey and even view additional information like job family definitions or compensation type definitions at any time. I also improved existing contextual information throughout the Benchmarking product such as our job family and level definitions.
New help sheet design
Now, users don't have to have dozens of tabs open to reference our educational tools. Everything – from compensation definitions to FAQs to job family descriptions – all lives in one side sheet that can be accessed from anywhere with a question mark icon.
Accessing the help sheet anywhere in Benchmarking
The best part about the new help sheet is that it can be accessed from any product in Benchmarking! For example, if a user is in Global Location Insights and wants to be sure they're looking at differentials for the right job families, they can easily find the job family definitions in the help sheet without ever leaving the page.
Job family and level definitions
Users heavily rely on our job family and level definitions when executing a search. Although we deprecated the search page that allowed them to click through each role and read the definitions, we launched this new experience that allows them to read each definition inline while they search.
Outcome so far
Advanced Equity officially launched today (9/29)! At the beginning of this endeavor, we chose to measure success in three ways- the number of public companies integrating with Pave, a quarterly ARR goal, and at least 4 demos booked a week. So far, we have blown every success metric out of the water. Over 50 enterprise companies have integrated with Pave. We also exceeded our quarterly ARR goal by 38%. We are also averaging 4 demos booked per day.

We’ve also addressed major issues in the core Benchmarking product through this release. This release required a redesign of our entire Employee Compensation search tool (which is a whole other case study) before even introducing Advanced Equity to the product. The new design is significantly more scalable and refined and has been extremely well-received by our users. Furthermore, the help drawer was so popular among our employees that I am working with the other designers to create a universal help drawer for all of Pave, not just the Benchmarking app. I’m very excited to continue investing in this product and finding more opportunities to improve the market data landscape!
Article
Article pages also received a massive refresh during the redesign. The old Newsroom design felt cluttered and distracted users from the contents of the article. We took the time to make articles more readable, more accessible, and more focused on the news itself.
Timeline
April 2018 - 2019
Timeline
April 2018 - 2019