Case Study
Revamping Design to Boost Activity on a Trading Platform
Role
Product Designer
Domain
Fintech
Contribution
I was responsible for creating the design system, user experience design, user interviews, designing the user flow, and building wireframes and prototypes.
Duration
1 year
Problem Statement
Our team identified several inefficiencies in the existing trading services:
Unintuitive Interfaces: Users found it hard to navigate and access essential tools.
Lack of Personalisation: The platform lacked features tailored to individual trading preferences.
Decision-Making Barriers: Users needed better tools to analyse market trends and act quickly.
The goal was to deliver a user-centric platform that prioritised usability, offered personalised features, and integrated real-time market data. Success metrics included higher user satisfaction, improved engagement, and a 20% increase in trading activity within six months.
Key Insights
Existing trading platforms lacked modern usability standards.
Users struggled to find key features quickly.
Personalisation options were a major unmet need for traders of all experience levels.
Effective real-time market analysis tools could empower users to make better decisions.
Goals and Objectives
Project Goal:
Redesign the trading platform to enhance usability and drive engagement.
Objectives:
Improve navigation and accessibility to reduce frustration.
Introduce personalised features tailored to individual trading styles.
Boost user engagement by integrating real-time market data and analysis tools.
Achieve a measurable increase in trading activity and user retention.
Research
I began with user interviews to gain insights into pain points and preferences. I conducted six interviews with potential traders, from beginners to experienced users, identifying common challenges such as:
Difficulty customising their workspace.
Lack of real-time data integration in existing platforms.
Cluttered interfaces leading to slower decision-making.
Some of key insights gathered from user interviews.
These insights provided a foundation for creating user flows and prioritising key features.
Ideation
I explored various concepts using techniques like:
Mind Mapping: To explore feature possibilities.
Low-Fidelity Wireframes: To visualise user interactions.
Initial mind-map featuring interface ideas and project concepts.
I presented the concepts to stakeholders, iterated on feedback, and refined the ideas to align user needs with business goals.
Prototype
Using Figma, I developed a clickable prototype simulating key actions, including:
Logging in.
Customising trading workspaces.
Analysing real-time market data with chart tools.
User feedback highlighted improvements needed, such as simplifying workspace saving and enhancing the visibility of frequently used features.
Testing and Validation
I conducted usability tests with five target users, leading to these changes:
Workspace Saving: Redesigned to simplify the process.
“Select Symbol” Button: Improved visibility by adjusting size and placement.
Market Watch Table: Simplified to remove clutter.
Customisation Options: Enhanced based on user appreciation during testing.
Workspace customisation system
Adding an additional chart to the workspace.
An example of interface customisation with the addition of four different charts displayed simultaneously.
Design
The final design included:
User-Centric Interface: Simplified navigation and intuitive layouts for managing trading tools.
Customisation Features: Tailored to individual trading preferences.
Real-Time Insights: Tools for market analysis integrated seamlessly into the interface.
Visual Design: A modern aesthetic with a calming, trust-building colour palette and clean typography.
Part of the design for the tools available on the platform.
Responsive Design:
Flexible layouts ensured seamless usability across desktops and mobile devices.
Design System:
Built using the Atomic Design framework, divided into:
Component Library: A repository of reusable elements.
Pattern Documentation: Guidelines and examples for consistent implementation.
The time picker component.
Implementation
Collaboration with developers was integral to the project’s success. I ensured:
Alignment of design and technical goals from the start.
Regular audits and tracking to maintain quality.
Swift resolution of issues during development with weekly calls.
Outcomes and Reflections
The redesigned platform achieved:
Increased user satisfaction and engagement within six months.
A significant boost in trading activity, meeting the 20% growth target.
This project reinforced the value of iterative design and user feedback. In future projects, I aim to incorporate more quantitative testing to validate designs further.
