Exinity World Trader
My Role
Design Lead - directed a team of 2 designers through research, strategy and UX design
Background
FXTM wanted to create new brand called Exinity, with the intention to create a series of trading Apps based on their Manifesto of giving users the tools and help necessary to achieve all the financial independence they desire, and by doing so, giving them the freedom to succeed. The business would target clients from the Millennial generation in developing markets with characteristics that are:
- 25-40 and well educated
- Good jobs and growing income
- Entrepreneurial and ambitions
- Understand risk and rewards
- Expect user-friendly support and guidance
Project
Create an Android Trading App targeting new traders with the following business goals in mind:
- Make money out of equity traders even without leverage
- Encourage cash equity investors to trade with leverage
- Motivate users to trade more frequently
- Make it possible for those with limited funds to trade
1. User Feedback
We gathered feedback from around 50 people who trade shares across the US, EU and Africa. This has helped us understand what potential users of the Exinity app like or dislike about other brokers and what their goals are.
The feedback was individually placed onto post-it notes all over the office walls.
Summary of Findings
- A surprising amount of participants only trade shares with their banking provider
- Refer a friend rewards are an exciting incentive for the majority of participants
- There is a big need for learning resources
- Transparency about costs and fees is expected
- A limited range of stock is a significant pain-point
- The speed and performance of the app are highly valuable
- Users want an easy and clear way to find specific stocks
- Strong desire for guidance and trading advice
- Mobile is preferred for quick decision-making and staying up to date
2. Affinity Mapping
With all the raw research data on the walls, the next step was to start grouping the content into clusters based on their relationships to each other.
Everyone in the office were encouraged to take part, and seeing the data coming to life and moving data on post-its around on the wall helps the team to immerse themselves in not only their own findings from the research, but sharing and communicating the findings with other team members in order to get a broader scope of the problem space being investigated.
Interestingly, patterns were formed that included:
- Most valued features & qualities
- Reasons for choosing a broker
- Most common pain points
- Desired features
- Motivations to trade shares; and
- Trading behaviours
“Affinity diagramming has long been used in business to organize large sets of ideas into clusters. In UX, the method is used to organize research findings or to sort design ideas in ideation workshops”.
– Nielsen Norman Group
3. Empathy Maps
With the Affinity mapping completed, the next steps were to take the clusters, and start creating a series of Empathy Maps, that we would ultimately use to help drive the Personas.
The empathy maps process was a quick, digestible way to illustrate user attitudes and behaviours, and helped us categorize and make sense of the qualitative research in one place.
4. Personas
The Empathy Maps helped and guided us into creating a set of Personas.
A primary persona was created, who was called Dani, a 30-year-old, part-time entrepreneur who was interested in learning to build up a portfolio.
The secondary persona was a young lady called Koko, who was a 24-year-old cautious social investor.
Personas Are fictional yet realistic descriptions of a typical or target user. They are an archetype instead of an actual living human. They help us to break away from designing for everyone.
5. User Flows
A very top-level user flow was put together to help visualise the flow through the possible solution, based very loosely on existing architecture.
6. Experience Map
Using our Primary persona, an experience map was created as a visual representation of what Dani does, thinks and feels over time, from the point of wanting to trade right through to when a trade has been added to his portfolio.
Many different wireframe sets were created to explore opportunities, with each set thoroughly tested using moderated and unmoderated testing techniques using the tool usertesting.com.
Designs
