IPO Center Redesign
Overview
The IPO feature from current analytics reveal high drop-off rates 34% at the detail page. The low engagement with the detail page and rage taps on unclear elements, undermining user trust and conversion rate from our business goals.
The IPO feature from current analytics reveal high drop-off rates 34% at the detail page. The low engagement with the detail page and rage taps on unclear elements, undermining user trust and conversion rate from our business goals.
My roles
Product design
Product design
Team
Me, UX/UI designer
Jason, PM
Me, UX/UI designer
Jason, PM
Timeline & Status
2 Months, Jun to Aug, 2025
2 Months, Jun to Aug, 2025
Problem
Low visibility on the IPO ordering entry point and insufficient information force users to seek external sources, disrupting flow, causing hesitation, and undermining confidence in the subscription process.
Low visibility on the IPO ordering entry point and insufficient information force users to seek external sources, disrupting flow, causing hesitation, and undermining confidence in the subscription process.
Research
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.
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.
Painpoint 3 : Insufficient Information on Company Background
Limited access to company details, such as investors and funding, hinders users’ ability to assess IPO credibility. This forces reliance on external sources, disrupting workflow and trust.
Limited access to company details, such as investors and funding, hinders users’ ability to assess IPO credibility. This forces reliance on external sources, disrupting workflow and trust.
Competitive research
Conduct a competitor analysis with PM. From Futu, Longbridge, and Webull stock trading apps, focusing on their IPO landing and detail pages. These apps were chosen due to their popularity, user ratings, and relevance to retail investors.
Conduct a competitor analysis with PM. From Futu, Longbridge, and Webull stock trading apps, focusing on their IPO landing and detail pages. These apps were chosen due to their popularity, user ratings, and relevance to retail investors.
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 for IPO Listings in the IPO Center
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.
Wireframing and testing
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.
🤩 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.
@2025 Leo Lau
@2025 Leo Lau
@2025 Leo Lau
