Improving the trading experience for advanced users
As the sole Product Designer for a redesigned trading app targeting advanced traders, I set out to enhance the app’s aesthetic, user experience, and feature set. Our goal was to boost customer retention and attract new subscribers by delivering a robust, data-driven product that integrates multiple exchanges for a seamless trading experience.
The project team consisted of the CTO, a Product Manager, and four developers. We held daily meetings to maintain close collaboration and alignment. As the unique Product Designer, I spearheaded the design direction and worked closely with the team to ensure our vision was feasible and aligned with technical constraints.
This redesign project focused on revitalizing an existing trading app that served advanced traders. My first step was to identify high-traffic screens to prioritize improvements. The app works by integrating various exchanges onto one platform, allowing users to manage multiple accounts for buying, selling crypto, and viewing their global portfolio along with other functionalities. We reimagined core screens—Price Research, My Portfolio, and Automatic Trading—while introducing new features such as Manual Trading Backtesting, Sustainable Trading, and a Launchpad. Competitive research against platforms like Crypto Hopper, 3commas, and Kucoin guided our design decisions.
We prioritized clarity and efficiency for experienced traders. By focusing on high-traffic screens, I ensured the redesign would have the maximum impact.
Key improvements included:
– A modern, data-rich aesthetic that supports rapid decision-making
– Enhanced integration of multiple exchanges to offer a comprehensive view of a global portfolio
– Seamless incorporation of new trading functionalities without disrupting existing workflows
I conducted extensive research, including competitive analysis, to understand how top platforms catered to advanced traders. This informed our approach for both existing features and the new functionalities. We iterated quickly—leveraging daily feedback from our team—to refine key workflows such as: – Advanced price research and detailed market analytics – Portfolio management with cross-exchange integration and consolidated asset views – Automated trading along with the new manual trading backtesting and sustainable trading features – A dedicated launchpad for exploring new trading opportunities
The enhanced trading app now offers:
– Exchange Integration: Manage multiple exchanges in one place, enabling seamless buying, selling, and a unified view of your global portfolio
– Price Research: A comprehensive, data-rich interface for in-depth market analysis
– My Portfolio: Enhanced dashboards that offer detailed asset performance and risk metrics
– Automatic Trading: Streamlined execution of pre-set trading strategies
– New Functionalities:
• Manual Trading Backtesting – Simulate strategies before live deployment
• Sustainable Trading – Features promoting eco-friendly trading practices
• Launchpad – A dedicated platform for accessing new trading opportunities
This project broadened my expertise in designing for advanced users while highlighting the importance of data-driven decision-making. I learned how to work efficiently with a cross-functional team through daily collaboration. Integrating multiple exchanges into one platform not only enhanced functionality but also provided users with a more holistic trading experience. Although the product successfully met user needs, limited marketing investments and a strategic pivot by the CTO underscored the challenges of aligning product enhancements with overall business priorities.
Align your goals with exceptional user experiences.
