Timeline & My Role
In 1.5 months, I did redesign of the entire web-app and specifically focused on the "explore" page, "learnings" page and "investments" page.
Team
Redesigning Social Trading: Improving Trader Discoverability to Connect Beginners to Portfolios That Align with Their Goals
This project focused on redesigning the experience to make portfolio discovery more intuitive, goal-oriented, and beginner-friendly. By improving navigation, surfacing expert trader profiles, and offering clear guidance, the redesign empowers novice investors to make confident choices while giving experts greater visibility for their strategies.
Fin-Tech
B2C / B2B
Responsive Design
Light + Dark Theme
Redesigning Social Trading: Improving Trader Discoverability to Connect Beginners to Portfolios That Align with Their Goals
This project focused on redesigning the experience to make portfolio discovery more intuitive, goal-oriented, and beginner-friendly. By improving navigation, surfacing expert trader profiles, and offering clear guidance, the redesign empowers novice investors to make confident choices while giving experts greater visibility for their strategies.
Fin-Tech
B2B / B2C
Responsive Design
Light + Dark Theme
Refining Design System
Timeline & My Role
In 1.5 months, I did redesign of the entire web-app and specifically focused on the "explore" page, "learnings" page and "investments" page.
Team
This Project's Impact
This Project's Impact
Measured six months after launching the entire web-app revamp
Measured six months after launching the entire web-app revamp
%
Increase In Retention Rates
%
Increase In Retention Rates
%
Increase In Engagement Rates
%
Increase In Engagement Rates
%
Decrease In User-Dropoffs
%
Decrease In User-Dropoffs
Product Overview ⚡️
Product Overview ⚡️
Trinkerr is a social trading platform with over 1 million users and 100+ expert investors.
Trinkerr is a social trading platform with over 1 million users and 100+ expert investors.
It enables users to invest in the stock market by following the trades of expert investors. Unlike traditional trading platforms that require a hands-on approach to research and execute trades, Trinkerr focuses on simplifying the investing process for beginners by allowing them to copy the strategies of seasoned traders.
It enables users to invest in the stock market by following the trades of expert investors. Unlike traditional trading platforms that require a hands-on approach to research and execute trades, Trinkerr focuses on simplifying the investing process for beginners by allowing them to copy the strategies of seasoned traders.
This concept, often referred to as “copy trading”, has made it a popular choice for those new to the stock market or those who prefer a more passive approach.
This concept, often referred to as “copy trading”, has made it a popular choice for those new to the stock market or those who prefer a more passive approach.
My Role
My Role
We were a team of three (one senior designer and 2 junior designers). I contributed to this project by conducting initial research to identify problems and proposed the redesign. Then brainstorming potential solutions and improvising user flows. Finally, created interactive prototypes.
We were a team of three (one senior designer and 2 junior designers). I contributed to this project by conducting initial research to identify problems and proposed the redesign. Then brainstorming potential solutions and improvising user flows. Finally, created interactive prototypes.
A Little Background…
A Little Background…
When I joined Trinkerr, my managers and senior stakeholders shared some of the key business challenges the company was facing. Initially, their plan was to address these issues by adding a new set of features.
When I joined Trinkerr, my managers and senior stakeholders shared some of the key business challenges the company was facing. Initially, their plan was to address these issues by adding a new set of features.
However, after analyzing the situation, I suggested that a complete redesign of the product would be a more effective approach. Adding new features without addressing the foundational design issues could complicate matters further. Since our design team’s heuristic evaluation had already highlighted the necessity of a redesign, we all agreed to prioritize it before incorporating new features.
However, after analyzing the situation, I suggested that a complete redesign of the product would be a more effective approach. Adding new features without addressing the foundational design issues could complicate matters further. Since our design team’s heuristic evaluation had already highlighted the necessity of a redesign, we all agreed to prioritize it before incorporating new features.
Research
Research
From our research, surveys (250 participants), and user calls (15 people), we identified the problems and categorized them into different groups to achieve a clearer understanding…
From our research, surveys (250 participants), and user calls (15 people), we identified the problems and categorized them into different groups to achieve a clearer understanding…
User & Design Issues
User & Design Issues
Lack of social features
Lack of social features
Users lack opportunities to connect and build communities around shared interests.
Users lack opportunities to connect and build communities around shared interests.
Poor User Experience
Poor User Experience
Lack of design consistency and bad information architecture, resulting in confusion and difficulty in feature discoverability.
Lack of design consistency and bad information architecture, resulting in confusion and difficulty in feature discoverability.
Business & Stakeholder Concerns
Business & Stakeholder Concerns
Poor User Engagement & Low Conversion Rates
Poor User Engagement & Low Conversion Rates
Users interact minimally with the product or features and visitors fail to transition to paying or engaged users.
Users interact minimally with the product or features and visitors fail to transition to paying or engaged users.
Low Retention Rates & High Post-Onboarding Dropoffs
Low Retention Rates & High Post-Onboarding Dropoffs
Users stop returning to the product over time and Users disengage shortly after signing up or onboarding.
Users stop returning to the product over time and Users disengage shortly after signing up or onboarding.
Types of users…
Types of Users
We need to consider different perspectives based on the two primary user groups on the platforms…
We need to consider different perspectives based on the two primary user groups on the platforms…
User Group 1- Beginner Trader
User Group 1- Beginner Trader
Who are more likely to copy expert traders' portfolios. Their main challenge lies in finding experts whose investment goals align with their own.
Who are more likely to copy expert traders' portfolios. Their main challenge lies in finding experts whose investment goals align with their own.
User Group 2- Expert Trader
User Group 2- Expert Trader
Users who create their own stock portfolios and are registered as experts. Their primary challenge is improving the discoverability of their profiles to attract more followers who will replicate their portfolios.
Users who create their own stock portfolios and are registered as experts. Their primary challenge is improving the discoverability of their profiles to attract more followers who will replicate their portfolios.
Project Goals
Project Goals
Redesign the Trinkerr web app for a seamless and intuitive user experience.
Redesign the Trinkerr web app for a seamless and intuitive user experience.
Introduce new features like the watchlist page, Option Chain, Futures and Options trading, and an explore section for discovery of portfolios, stocks, and expert traders.
Introduce new features like the watchlist page, Option Chain, Futures and Options trading, and an explore section for discovery of portfolios, stocks, and expert traders.
Create a responsive design for enhanced accessibility across devices.
Create a responsive design for enhanced accessibility across devices.
Explorations
Explorations
Final Design
Final Design
Changed the navigation system.
Changed the navigation system.
— Before
— Before
— After
— After
We opted for a vertical side navigation bar as it excels in scalability. Additionally, vertical menus are easier to scan and adapt seamlessly to responsive designs, ensuring a consistent user experience across devices.
We opted for a vertical side navigation bar as it excels in scalability. Additionally, vertical menus are easier to scan and adapt seamlessly to responsive designs, ensuring a consistent user experience across devices.
User Benefits
User Benefits
Reduced Cognitive Load
Reduced Cognitive Load
More Accessible
More Accessible
Design Benefits
Design Benefits
Better Scalability
Better Scalability
Better Hierarchy
Better Hierarchy
Responsive Design
Responsive Design
Better Real-Estate Use
Better Real-Estate Use
Technical Benefits
Technical Benefits
Ease of Implementation
Ease of Implementation
Modular Design
Modular Design
Improved Feed with Social Features
Improved Feed with Social Features
— Before
— Before
— After
— After
We introduced a "feed" feature on the homepage, which significantly boosted user engagement. Additionally, we implemented a leaderboard to highlight top expert traders, fostering a sense of competition and further enhancing user interaction.
We introduced a "feed" feature on the homepage, which significantly boosted user engagement. Additionally, we implemented a leaderboard to highlight top expert traders, fostering a sense of competition and further enhancing user interaction.
User Benefits
User Benefits
Social Connection
Social Connection
Increase Discoverability
Increase Discoverability
Personalized Content
Personalized Content
Motivation (sense of competition)
Motivation (sense of competition)
Design Benefits
Design Benefits
Engagement-Driven Design
Engagement-Driven Design
More Accessible
More Accessible
Technical Benefits
Technical Benefits
Boosted Engagement Metrics
Boosted Engagement Metrics
Monetization Opportunities via Ads
Monetization Opportunities via Ads
Increased User Retention
Increased User Retention
Improved Watchlist Functionalities
Improved Watchlist Functionalities
— Before
— Before
— After
— After
We found that having a sticky watchlist section on every page added unnecessary cognitive load for users and occupied over 20% of the page's real estate, making it an inefficient design choice. To address this, we created a dedicated watchlist page and enhanced it with additional features such as filters, sorting, and a buy/sell modal.
We found that having a sticky watchlist section on every page added unnecessary cognitive load for users and occupied over 20% of the page's real estate, making it an inefficient design choice. To address this, we created a dedicated watchlist page and enhanced it with additional features such as filters, sorting, and a buy/sell modal.
User Benefits
User Benefits
Streamlined Functionality
Streamlined Functionality
Better Organization
Better Organization
Design Benefits
Design Benefits
Improved Layout Efficiency
Improved Layout Efficiency
Enhanced Usability
Enhanced Usability
Scalable Design
Scalable Design
Technical Benefits
Technical Benefits
Better Conversion Rates
Better Conversion Rates
Optimized Content Delivery
Optimized Content Delivery
Better "Investment Summary" Page with Actionable Insights
Better "Investment Summary" Page with Actionable Insights
— Before
— Before
— After
— After
Designed an intuitive page to display investment summaries and provide insights to help users evaluate their performance effectively.
Designed an intuitive page to display investment summaries and provide insights to help users evaluate their performance effectively.
User Benefits
User Benefits
Clarity and Focus
Clarity and Focus
Comprehensive Overview
Comprehensive Overview
Empowered Decision-Making
Empowered Decision-Making
Design Benefits
Design Benefits
Data Visualization
Data Visualization
Consistency
Consistency
Technical Benefits
Technical Benefits
Increased Trust and Retention
Increased Trust and Retention
Efficient Data Management
Efficient Data Management
Promoting Premium Features
Promoting Premium Features
Introduced the "Learnings" Page
Introduced the "Learnings" Page
This page showcases content created by expert traders on the platform, including podcasts, videos, and top threads from the feed. It provides beginner traders with valuable knowledge and insights while offering expert traders increased visibility. This feature is designed to significantly enhance user engagement.
This page showcases content created by expert traders on the platform, including podcasts, videos, and top threads from the feed. It provides beginner traders with valuable knowledge and insights while offering expert traders increased visibility. This feature is designed to significantly enhance user engagement.
User Benefits
User Benefits
Personalization
Personalization
Community Connection
Community Connection
Discoverability opportunities
Discoverability opportunities
Actionable Information
Actionable Information
Design Benefits
Design Benefits
User-Centric Design
User-Centric Design
Interactive Features
Interactive Features
Business Benefits
Business Benefits
Monetization via Ads
Monetization via Ads
Boosted Platform Credibility
Boosted Platform Credibility
Increased User Retention
Increased User Retention
Improved F&O Page
Improved F&O Page
An intuitive F&O interface enables both novice and experienced traders to navigate derivative trading with confidence, assess risks accurately, and implement strategies seamlessly. It simplifies complex processes, improving usability and enhancing user experience.
An intuitive F&O interface enables both novice and experienced traders to navigate derivative trading with confidence, assess risks accurately, and implement strategies seamlessly. It simplifies complex processes, improving usability and enhancing user experience.
If I had more time…
If I had more time…
If I had more time, I would focus on conducting deeper usability testing with a diverse group of users, including both beginners and experienced traders, to identify edge cases and refine the redesigned interface further. I’d also invest in incorporating advanced personalization features, such as AI-driven recommendations and tailored insights, to elevate the user experience.
If I had more time, I would focus on conducting deeper usability testing with a diverse group of users, including both beginners and experienced traders, to identify edge cases and refine the redesigned interface further. I’d also invest in incorporating advanced personalization features, such as AI-driven recommendations and tailored insights, to elevate the user experience.
My learnings
My learnings
Throughout the redesign of Trinkerr's web app, I gained invaluable insights into balancing user experience with business goals.
Throughout the redesign of Trinkerr's web app, I gained invaluable insights into balancing user experience with business goals.
I learned the importance of deeply understanding the target audience, particularly in a complex space like social trading, where user knowledge can vary widely. By conducting heuristic evaluations and collaborating closely with stakeholders, I realized how crucial it is to prioritize usability and clarity in simplifying intricate concepts.
I learned the importance of deeply understanding the target audience, particularly in a complex space like social trading, where user knowledge can vary widely. By conducting heuristic evaluations and collaborating closely with stakeholders, I realized how crucial it is to prioritize usability and clarity in simplifying intricate concepts.
This project also reinforced the significance of iterative design, as constant testing and feedback led to better refinement of the UI and smoother user flows.
This project also reinforced the significance of iterative design, as constant testing and feedback led to better refinement of the UI and smoother user flows.
I developed a deeper appreciation for cross-functional collaboration, working alongside developers to ensure that the design was not only user-friendly but also technically feasible.
I developed a deeper appreciation for cross-functional collaboration, working alongside developers to ensure that the design was not only user-friendly but also technically feasible.
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And that's a wrap….
And that's a wrap….