AInvest is a Chinese-owned fintech startup based in US, as well as a child company of the giant HiThink Financial, from which it has inherited advantages in abundant analytical data diagrams and trading strategies.
These complex data visualizations and information density, coming along with a less spacious design in its Chinese origin, caused low-performance in its mobile app experience.
Redesign the below-average trading mobile experience for a fintech startup.
Research & Audit, Testing, UX Design, Prototyping, Design System, Visual Design
Designed the trading user experience for two personas, a coherent design system, and handed off to implementation.
3 months
UX designer
Zoom Interview
Figma
Stephanie L. - Design Lead
Victoria W. - Assistant
Users had 2 access to trade in AInvest mobile app: from Trade tab, or from stock quote page. The design of either experience varied accordingly.
Previous product manager attributed this 2-version design to a scenario in the stock quote page that users ‘might’ benefit from looking at the data diagram when placing a trade there.
After a careful full-journey heuristic analysis, we concluded the experience had low visibility of system status, UIUX inconsistency, redundant information, no error prevention and little user control in three main phases.
Primary user research indicared 3 personas: Novice user, experienced user and day trader. Personas were divided mainly by years of trading, but their other traits and user scenarios remained vague.
Based on how advanced personas are, stock quote page was designed into a Lite version, and a Pro version. Users can switch between two versions by clicking the buttons below, or swiping side to side.
- The Lite version, mainly designed for novice investors, had a simpler chart and less data.
- The Pro version, mainly designed for experienced investors and day traders, featured detailed stock-related chart, data and strategies.
In this case, the question is: do we treat 3 personas differently in trading experience? If so, what and how to do?
From novice users to experienced users, the proposed design predicts their preference and adjusts to the version of stock quote page. Both novice users and experienced users can find a balance between helpful information and simplified user flow entering the trading page.
New design goes one step further than quick keys. The new proposed smart quick keys are customizable. While users choose not to customize, quick keys will adjust its value based on their past input and buying power.
The design feels in one place now and aligns with each other under one design system considering color, typography, icon, spacing, border-radius, buttons, modals, and etc.
