Team
Impact
The Problem
With an increased popularity in share trading over the last 4 years, Superhero has seen enormous growth in its customer base, attracting first time trader to experienced investors. We constantly found ourselves designing for one particular type of investor and not considering how these changes affect the latter.
Testing with users
To further understand our users wants and needs, I led and coordinated a user testing session with 20 customers. This helped to inform us of the type of trading customers that are using the platform, including their trading journey, strategy, and goals.
Optimised order flow
By allowing users to place an order directly from a security details page, we have reduced clutter and the number of clicks required to purchase a stock by 40%.
In app stories
Show market news to customers in the app. We're still testing this!
FY summary
Dive into the details to understand your performance and fees over the past fiscal year.
A modern way to manage your account
Adding breadcrumbs and simplified navigation helped alleviate issues identified in usability testing, highlighting that users were getting lost in convoluted menus within their profiles.
Conclusion
Discussions with a range of customers assisted the design team in better understanding not only the types of investors that use Superhero to trade shares and ETFs but also what informs their research and ultimate decision-making when purchasing shares. It became apparent that users were seeking external methods to research and better inform their decision-making when it comes to understanding market movements. This insight highlighted the importance of integrating comprehensive research tools and external resources within the Superhero platform, providing a one-stop solution for both trading and research. By adapting the platform based on user feedback, Superhero ensures that it evolves in alignment with the needs and behaviors of its diverse user base, ranging from novice investors to seasoned traders.
This helped to illustrate the vital role of user feedback in product development for the broader business, allowing us to invest more time and resources into a dedicated research resource. By actively engaging with their customers, the Superhero team gained deep insights into their users' needs and preferences, enabling the creation of a more robust, user-friendly platform. This approach not only enhances user satisfaction and loyalty but also positions Superhero as a trusted partner in its users' investment journeys, fostering a more informed and empowered investor community.