Designing for a million stock traders and investors
Project Overview
I was assigned to this project with very clear business goals: new user acquisition, retention, and re-engagement. Given the complexity of the stock market, extensive user research and testing of new ideas were essential. Therefore, we adopted a server-driven UI approach, allowing us to design once and deploy quickly with a progressive UX approach.
Solution
Intent-driven experience
Our key design principle was 'Intent-driven experience,' so we aimed to gain a deep understanding of our users first. We extensively utilized tools such as Hotjar heatmaps, Google Analytics, and contextual inquiries to map out all user journeys and identify system and manual triggers. This approach allowed us to create mental models and empathy maps, through which we sought to explore user expectations and discover their 'Aha!' moments.
Social network for investors
User acquisition and retention were our biggest challenges. We observed disruptive buying journeys, driven by 'Let me ask' user moments, with social media influencers significantly influencing customers' investment decisions. As a solution, we conceptualized a networking module that enables users to connect with in-house investment experts, influencers, and peers, allowing them to build their own networks and seek authenticated financial advice.
Research Section
As a bank broker, the research section is crucial for user acquisition and engagement. However, it can be overwhelming due to complex data representations. To address this, we provide personalized research suggestions through a simple and intuitive interface, facilitating users in making accurate decisions effortlessly.
UX solutioning as an ideation process for voice bot integration
Below is the UX solutioning method that illustrates how we generate UX solutions using user intent, mental models, and components from the design system.
