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Margin trading @ BCS World of Investments

About the tool

Margin trading allows you to trade not only with your own money, but also with funds provided by the broker. This increases potential profits, but also makes trading more risky.

Role

Senior Product Designer

Platforms

iOS & Android, Web

Tools

Figma, Quantitative research

Scope

UX & UI, UX research

Release

Q4 2023 / Q1 2024 Web

Audience

The company's clients, qualified and unqualified investors

Problem

identified in the design task, based on research and product manager expertise

Customers do not know how much to pay for connection — there is no information about the commission in the sales version.
Connection is complicated and consists of 5 steps, and we lose a share of customers at each step.
There is no margin trading in the online account on the Web, and the company loses a share of active customers in connecting the service.

Customers do not know how much to pay for connection — there is no information about the commission in the sales version.
Connection is complicated and consists of 5 steps, and we lose a share of customers at each step.
There is no margin trading in the online account on the Web, and the company loses a share of active customers in connecting the service.

Objectives

Make the commission transparent and increase user trust in the tool, while achieving the broker's business goals and using existing design system components.
Simplify the flow of connecting margin trading in the mobile application.
Design a service interface for the web platform where it did not previously exist.

Objectives

Make the commission transparent and increase user trust in the tool, while achieving the broker's business goals and using existing design system components.
Simplify the flow of connecting margin trading in the mobile application.
Design a service interface for the web platform where it did not previously exist.

Research & Discovery

To begin with, I studied how the tool works and compiled a selection of margin trading benchmarks from competitors in the local market.

The analysis showed that even among leading players, the terms and structure of commissions are presented differently and not all of them have them. This confirmed the need to make the cost and risks of the service as clear as possible in the interface.

Mobile app for investors

Based on competitor analysis, understanding of the tool, and expertise, I created three design options. Together with the product manager, we chose the best one.

Prepared two versions of the text for research.

Revision of the connection flow

Reduced the number of steps from six to a minimum of three or four, depending on the point of entry into the service.

Step 1 — Situational

Homepage research

In this case, quantitative surveys were chosen for the study:

We got results fast

Based on the results, we selected the text that best describes the instrument and the potential benefits for investors.

We weeded out unsuitable options for the main page

Hypotheses for testing changes to the main screen

The value is clear

Users understand the value of margin trading and see why they need this tool.

Transparency of the commission

After updating the main screen, users understand how much the service costs.

Trust in the product

Users trust the tool more after the interface update

Decision-making speed

Users make decisions about margin trading faster

Decrease in support requests

After updating the screen, users are less likely to ask questions about fees or connectivity.

Questions for quantitative survey

Choosing an option

Which of the proposed screens best demonstrates the value of the tool and makes it understandable?

Perception of the value of the instrument

How useful do you find the margin trading tool after viewing the screen?
I understand the additional benefits I can gain by using this tool.

Transparency of the commission

How clear is it how the commission for margin trading is calculated?
I can easily understand how much I will pay for using margin.

Trust in the product

I see that I can control expenses and commissions when using margin.

Decision-making speed

Мне потребовалось много времени, чтобы понять, стоит ли подключаться.

Support and satisfaction with information

I didn't need support to understand the commission and terms and conditions.
Please rate your overall satisfaction with the new screen.

Choosing the final design

According to survey results, 90% of users chose this option as the most understandable and logical. It clearly shows how much you need to pay for using the service, helps you better understand the value of the tool, and is perceived as reliable and convenient.

Dark theme and onboarding

Created a dark theme based on the product's mobile design system and added onboarding when the page is first opened.

Margin trading on the WEB

Global company goal

Adapt the investor's personal account on the web with minimal differences from the mobile application, taking into account the specifics of web design and the capabilities of the existing design system.

My role

Designed the web version of the interface based on the mobile app design and the existing design system. Here's what came out of it:

Results

At the end of 2023, we launched changes to the app, and in early 2024, we released the service on the web. The updated design simplified connection and increased user trust—metrics grew even in an unstable market.

+20-25%

Growth in conversion to activation

+20%

Retention growth in the app

17-25%

Additional company profits

+22 000

increase in users with connected service thanks to release on the WEB

Alyona Zhelezova

Let’s work together

Interested in collaborating?
Reach out and let’s get started!

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Alyona Zhelezova

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Alyona Zhelezova

read cv

Alyona Zhelezova