Research
UX audit:
Facilitate 6 rounds of user testing and follow up with 4 interview sessions. By recruiting a mix of 3 beginner and 3 experienced traders to validate the usability of the IPO functions. By recruiting a mix of 2 beginners and 2 experienced traders to further understand their painpoint.
UX audit:
Facilitate 6 rounds of user testing and follow up with 4 interview sessions. By recruiting a mix of 3 beginner and 3 experienced traders to validate the usability of the IPO functions. By recruiting a mix of 2 beginners and 2 experienced traders to further understand their painpoint.
Painpoint 1: Poor visibility and lack of intuitive IPO Entry Point
The entry point is obscured, buried in irrelevant search page, failing to align with users’ expectations of a trade related function.
The entry point is obscured, buried in irrelevant search page, failing to align with users’ expectations of a trade related function.
Painpoint 2 : Lack of Clarity on Financial Details and Investment Capacity
Unclear financial details, including estimated margins, price ranges, and share purchase limits, confuse users, forcing them to seek external resources.
Unclear financial details, including estimated margins, price ranges, and share purchase limits, confuse users, forcing them to seek external resources.
Define and Ideation
🧐 Restructure beginning flow of entering IPO
The dedicated IPO hub on the trade page ensures immediate discoverability, reducing reliance on search alone.
🧐 Enriched Card Design on Main Page and additonal info. on Subscription Page
Improved card incorporates key IPO details, a dynamic countdown timer for urgency, and margin-related information for clarity on financing options.
🧐 Addition of IPO detail page with company data
By offering price range, timeline (start/end dates with visual timeline), margin details (terms, limits, examples) and company data: Financials (revenue, P/E ratio), executive bios, industry benchmarks, recent news snippets.
Solution
🤩 Restructure beginning flow of entering IPO
Previously, accessing the IPO center from the search tab was not intuitive. Now, adding Feature Labels to the Search and Discovery Page provides users with clearer entry points.
Previously, accessing the IPO center from the search tab was not intuitive. Now, adding Feature Labels to the Search and Discovery Page provides users with clearer entry points.
🤩 Enriched Card Design for IPO Listings in the IPO Center
Enriched the design to allow users to quickly assess investment opportunities without navigating away. Improved card incorporates key IPO details, a dynamic countdown timer for urgency, and margin-related information for clarity on financing options.
Enriched the design to allow users to quickly assess investment opportunities without navigating away. Improved card incorporates key IPO details, a dynamic countdown timer for urgency, and margin-related information for clarity on financing options.
🤩 Enriched the Order Page for IPO Listings
By offering max buying power, min/max purchasing value, and exact amount of dollars, users can make more informed decision without hesitation.
By offering max buying power, min/max purchasing value, and exact amount of dollars, users can make more informed decision without hesitation.
🤩 Addition of IPO detail page with company data
By offering price range, timeline (start/end dates with visual timeline), margin details (terms, limits, examples) and company data: Financials (revenue, P/E ratio), executive bios, industry benchmarks, recent news snippets.
By offering price range, timeline (start/end dates with visual timeline), margin details (terms, limits, examples) and company data: Financials (revenue, P/E ratio), executive bios, industry benchmarks, recent news snippets.
🤩 Redesigned IPO pages at Subsciption flow
