— Ideation — Prioritization — UI/UX Design — Prototype testing
I. December — April 2021 II. April — June 2022
The main section is a platform that the user can use for a variety of purposes, find a lot of useful things for investing, view their balance, and get training. You can customize it for yourself — swap sections or remove unnecessary ones, as well as hide them. New components for widgets and content have been developed. As a result, we made a new section in 4 months. We finalized this section a year later, adding new features and widgets.
Involved all participants and main stakeholders from the very beginning - Head of Growth, Product Owner, Product Designer (me 💁♀️), Marketing Designer, Marketing Manager, Head Marketing.
Product Designer and Marketing Designer worked on the design of each widget and showed their results to the business twice a week. After a couple of weeks, we came to a decision in what style we continue to work and the development of widget components began.
First, we formulated the main hypotheses linking business goals and user needs. To make it easier for inexperienced users to dive into investing and get started quickly, and not scare off traders and old users. A complete redesign of the app in a new style for Markswebb 2021.
Markswebb was 4 months away from release, so it was decided to interview clients from the Affluent segment, A-Club and marginal clients, showing them 6 sections of the app in a new design. There was an interview lasting an hour, which is divided into two parts. In the first part, we listen to the customer's experience and their open feedback about the current product. In the second part, we show the interface, highlight changes, listen to feedback, look at the reaction.
**4/6 They noted that the portfolio balance is good, but noted the presence of the main negative
3/6 They noted that active applications are excellent
4/6 It is important to see "their quotes" assets and positions at once**
Hypothesis These customers should be given the opportunity to choose the first screen when entering the application
After the starting week, we were looking for the visual part of the section as part of the new style of Alfa-Mobile 2021. Demonstrating the results to the whole team and business every week. We came up with new widgets that can be implemented in this section. Paying great attention to data from Portfolio. Deadline ended in two weeks. Of the 35+ concepts of the Main, we determined which widgets we will have time to develop by April.
On first launch: portfolio widget, rables banner, popular stock widgets, currency exchange, IPO placement, investment ideas, collections. Of the 7 widgets, 4 needed to be developed or finalized in the design library for our purposes, passing a design check from designers and development, after developing a design review of the widget. The whole process took 3-4 weeks for each widget.
We purposefully put the Main section in the first place, but there are some users who wanted to see the Portfolio in the first place, we made the setting to move the sections. (we will be moving away from this decision in a year).
We were preparing for the launch and updated all the main entry points to our product to make Alfa Investments more accessible to new users. Thank you to the marketing team, as we had +122% user growth by the end of the year after launch.
🎬 Advertising from famous bloggers in Russia Евгений Чебатков х Big Russian Boss | ЧТО БЫЛО ДАЛЬШЕ?
🎬 Advertising with a famous designer in Russia **Artemy Lebedev** (05:41)
At the beginning of the video, an advertisement for the Alfa Investments application. Main screen demonstration
As a result, we built and launched the Main section in 4 months by a wonderful team — by launch, we had redesigned the Main section (me 💁♀️), Portfolio, Quotes, all trading screens (me 💁♀️), opening a new account.
The increase in active users after the redesign of the application for 2020 + 43%, for 2021 + 122%, the increase in revenue for 2020 + 23%, for 2021 + 136%.
6th place according to Markswebb among brokerage applications for 2021.
Now we have a good foundation for the further development of the platform. Our next steps are to follow the metrics identified in the first step, conduct qualitative usability testing to collect information, and iterate the solution as we go.
More layouts can be viewed in Figma
https://www.figma.com/file/TyK4Zxyqb6dXbS99zn8DBJ/Peshkova-Maria-—-Works?node-id=145%3A649345