Trading Platform UX Research

A global fintech company was redesigning the core dashboard of its retail trading platform. The existing dashboard was cluttered, leading to high user drop-off rates during the onboarding process and frequent customer support tickets regarding basic navigation. The challenge was to identify usability friction points, understand how different types of traders (novice vs. experienced) consumed market data, and redesign the information architecture to ensure the dashboard was intuitive, customizable, and facilitated quicker decision-making without overwhelming the user.

Our Approach

We employed a multi-phased UX research approach. First, we conducted heuristic evaluations of the existing platform to identify obvious usability violations. Next, we recruited 40 users (a mix of active novices and experienced day traders) for moderated usability testing sessions. We used eye-tracking software and think-aloud protocols as they performed core tasks (e.g., executing a trade, analyzing a stock chart, setting an alert) on the current platform and early-stage wireframes of the new design. We also conducted card sorting exercises to optimize the navigation menu and determine the most logical grouping of features.

Outcome

The eye-tracking data clearly showed that novice users were overwhelmed by complex charting tools immediately upon login, while experienced users were frustrated by the number of clicks required to execute a trade. The card sorting exercise revealed a need for distinct “view modes.” We recommended a modular, widget-based dashboard design. Novice users would default to a “simplified view” highlighting portfolio overview and educational content, while experienced users could customize an “advanced view” with dense data streams and one-click trading capabilities. Following the implementation of the redesigned, customizable dashboard, the platform saw a 25% decrease in onboarding drop-off, a 30% reduction in navigation-related support tickets, and an increase in daily active trading volume.