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Tools: Figma, Google Suite, Trello, Jira, UserTesting.com

Investment Platform Widget

Redesigning a Brokerage Account comparison widget to display a wider variety of platforms and improve the comparative value of the experience.

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Overview

The task was to upgrade a widget used to compare brokerage accounts in order to expand the product offerings within the tool and create a more comparative consumer experience. 

Goals

  • Increase click-through rates for our partners through the use of our widget.

  • Create a more comparative consumer experience.

  • Develop a structure that allows the listings to expand to a wider variety of product offerings within the widget (e.g. crypto).

  • Redesign for smaller ad units.

Research Approach

  • Competitive deep-dive into our direct competitors like BankRate and NerdWallet.

  • Research to better understand the evolving landscape of personal investment platforms and how they are discussed.

  • A/B testing current state against competitors and each design iteration thereafter.

  • Usability testing design iterations and feature explorations.

Findings

  • Regardless of the comparative value, fees and investment minimums are, and probably always will be, the primary concern.

  • The average user is not well versed in the personal investment space, so there is a balance to strike between informative and understandable.

  • Modern UI, quick information, and easy comparison were identified as the winning aspects for financial widgets.

Redesign

  • To improve the comparison across platform types, we introduced new filters and key information bits to help user’s decide between platforms at a glance and entice users to find out more.

  • With new factors of comparison, each offer needed to highlight the information users were most interested in knowing about upfront. This information also needed to translate fairly across platform types.

    • We determined a top 6 features list to display.

  • Striking the balance between informative and easy to understand.

    • Testing language and filter rankings.​

  • Designing a specific mobile style with our audience shifting more and more to mobile browsing.

  • Working with the tech team to determine the feasibility of certain functionality and design changes; finding a compromise that meets both the project expectations and team allocations.

  • Spacing and function guidelines were added to the files and clarified or checked throughout the process for a smooth implementation.

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