Leadership

Increasing engagement &
trade volume for a retail broker

How I led the build of a content hub, that helps traders to discover trade opportunities.

Design & team leadership Concept design Direction setting
Visual design: Aga Antonowicz
The problem

Finding trade opportunities is complex & traders often find themselves aggregating multiple disconnected data sources, and frequently questioning their trade decisions

Commercial objective

Increased engagement & trade volumes

Key constraints

Constrained MVP build & scope limited to existing content

Core capabilities Design & team leadership, concept design / direction setting
Role Team lead, insights synthesis (+ x1 UX Researcher & x2 Product designers)
The outcomes

An easier way to find trading opportunities

Increases in the number of trades per user, engagement & trading success, all suggest that the new content hub made it easier for traders to find new opportunities for trades

Ave. increase in number of trades per user, for 'active users'

Based on top 100 most active users of the feature (Vs. 12.8% average increase in trades for occasional users of the feature & -6.7% decrease in trade activity of users that did not engage with the feature)

Up to 7.7% increase in engagement

Based on 4 month experimentation period (+1% Increase in engagement estimated to be equivalent to an additional +41k max. trades per month)

Improvement in trading success for 'active users'

Based on 4 month experimentation period (+1% Increase in engagement estimated to be equivalent to an additional +41k max. trades per month)
Context
The problem

Finding trade opportunities is complex & traders often find themselves aggregating multiple disconnected data sources, and frequently questioning their trade decisions

Commercial objective

Increased engagement & trade volumes

Key constraints

Constrained MVP build & scope limited to existing content

Finding real trade opportunities is hard work

It's even harder for new traders

Because they don't know what to look for, or what they look like

Analysis paralysis

Traders struggle with having too much content to process – striking a balance between inspiration & analysis paralysis can be difficult

Trust

Building confidence and trust, in the legitimacy & fact-fullness of information received is not easy – continual questioning of outlook & perspective

Effort

The effort required to build a trade concept / thesis is high – aggregating data and information, from many disparate sources

The solution
Real opportunities

A real trade opportunity consists of...

The core of the proposition concept – to provide traders with trustworthy information, within each of the 3, core topics needed, in order to define a trade opportunity, with confidence
Most competitors don't go beyond providing traders with a simple list of available markets to trade – only 1/3 of the required info.
Discovery

Key customer pains

x16 Traders were interviewed, spanning existing customers & prospects, across varying levels of experience, to uncover x3 key insights – these insights drove the direction of the project:

  • Too much content to process (inspiration Vs. analysis paralysis)
  • Building confidence and trust (in the legitimacy & fact-fullness of info.)
  • The high-level of effort required to build a trade concept / thesis
Discovery sessions conducted with traders, in order to identify common pains, and potential opportunities within the definition of the product
Initial draft of the product concept, built on the foundation of the insights gained, through customer discovery

What if we could serve traders with the right content to uncover opportunities?

They wouldn't even have to know what to look for

Concept testing

Concept testing with
customers & prospects

A high-level product concept was created by packaging 10+ features, for testing & insight gathering, with x16 traders, or varying experience levels

The key objectives were to learn:

  • What did traders care about the most and why?
  • What particular features resonated the most & why?
Customer testing sessions revealed key insights, that steered the future direction of the product development, and feature prioritisation
The high-level concept mock, that was tested with customers
Insights

4 Key insights were derived
from the concept testing:

  • The concept was generally, well received (cited perceived value & trust in content)
  • Traders cited that certain features had the potential to elevate their confidence when deciding future trades (snapshots, dual feed, AI summary, filtering, mixed media format, confidence builders: multiple sources & analyst bios)
  • Some features resonated only with sophisticated traders (contextual alerts and Tools & data)
  • There was low interest in some features (socials & book-marking)
The MVP

Insight-led prioritisation

4 key features identified for initial MVP release, and a future roadmap was built from the discovery & concept testing learnings. The MVP was launched to production, and achieved significant impact

High-level definition of the core navigation
The impact

From lists, to inspiration

The release of the MVP was a significant shift in customer experience, within the trading app. Stakeholders had previously assumed that traders knew exactly what they wanted to trade, and had previously placed efforts in getting traders to product as efficiently as possible – the new 'Explore' area within the app, proved that reducing traders' pain, when searching for new trade opportunities, traders wasted less time in getting to the point of trade; as well as consumed a lot more content within the app.

The app, before the launch of the MVP
The app, after the release – richer content, and increased engagement
← Back to portfolio