Optimizing the Trade Experience

Investing shouldn't feel intimidating.

We redesigned the trading experience to replace uncertainty with confidence—helping first-time investors make informed decisions without slowing experienced traders.

Overview

Working alongside stakeholders, designers, and developers, I explored how to make trading feel less intimidating for first-time investors.

My focus centered on Andy, a novice trader preparing to place his first investment. The experience was designed to replace uncertainty with confidence through clear, timely guidance.

Before exploring the solutions, view the original user flow prototype to experience the trade journey through Andy’s eyes. Understanding the decisions and uncertainty he encounters provides the context for the design improvements that follow.

Challenge

As Andy prepares to place his first trade, unfamiliar terms create uncertainty. I wanted to explain complex trading data without interrupting the experience.

Solution

I introduced a subtle Erica entry point that provides help only when it's needed. This keeps the interface clean while giving first-time traders the confidence to move forward.

Explore the interaction, including contextual guidance and micro-animations.

Challenge

For Andy, choosing between Amount and Shares isn't immediately obvious. I wanted to make this decision easier without adding more complexity to the screen.

Solution

I explored a real-time calculator that lets users adjust an investment and instantly see how amount, shares, and price relate. While the concept tested well, the slide-up interaction interrupted the flow, leading to a more seamless integrated solution.

Explore the interactive concept.

Challenge

Choosing between a Market or Limit order can feel overwhelming for a first-time trader like Andy. I wanted to explain the difference without slowing down the trade experience.

Solution

I used Erica to provide on-demand guidance only when users need it. Along with simple explanations, short animations show real examples of how each order works, helping Andy understand the difference with confidence.

Explore the interaction, including contextual guidance and micro-animations.