Role
Mid. Product Designer
Mobile & Web App Design Lead
Tasks
Work Type
2021-2022 | 1 year
Full Time Remote
The Challenge
Trasforming and modernize
During my tenure at Zulutrade, I served as the Sole Digital Product Designer for the redesign of both the web and mobile applications. The primary challenges included:
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Onboarding Process: The existing onboarding was cumbersome, leading to user drop-off.
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Technical Limitations: The previous frameworks imposed restrictions on design flexibility and user experience.
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User Experience Pain Points: Overall UX was not intuitive, making it difficult for users to navigate and utilize the platform effectively, especially for new users.
Key Outcomes
-32%
Decreased drop-off rates during external integrations
White-label
Enabled successful white-label partnerships through scalable, modular design systems tailored to client needs.
+29% New users
Increased new user sign-ups by driven by an optimized onboarding flow and clearer value propositions.
-50%
Reduced design-to-development handoff time by 50% with a comprehensive, reusable design system
Our high-level goal was to transform Zulutrade into a modern, user-friendly platform that users would engage with daily, facilitating discussions among traders and investors, and providing insights into new assets.
Zulutrade
Key User Interviews results
Main points
5 out of 10 Found difficult the Onboarding Process
7 out of 10 were familiar with Zulutrade. They knew the brand but they haven’t used it. The most common answer was that they prefer to use an app like REVOLUT because it feels more safe and "I can transfer my money and use them easily".
4 out of 10 An insteresting fact was that some of them said that they would love to see an app that can inform them driectly about what to trade and when. ( news / advice / consult )
6 out of 10 Share investments or investment plans with friends / share the money invested in ( idea for new feature)
Metrics & Data
Pain Points from Google Analytics
32% start but do not complete account creation, verification steps, or initial setup
External Integration during the onboarding process causes high abandoment rates ( 28%)
Premium Subscription Conversion Rate: 5% Most of the users use Zulutrade as a tool to try trading and copytrading using the Demo account
Trade Execution Abandonment Rate: 30%
The absence of marketing campaigns and the new modern competitors had a negative impact in new users
Insights
Unclear Instructions: Lack of guidance during the first trade execution led to user frustration.
Complex Registration Process: Users found the registration form lengthy and complex.
Moderate Registration Success: While a quarter of visitors registered, improving this rate could significantly impact growth.
Low First Trade Engagement: A substantial drop-off occurred between registration and making the first trade.
Premium Conversion Lag: Limited conversion to premium services indicated potential gaps in perceived value.
Feature Utilization: High engagement with Copy Trading (70% of new users) but low engagement with advanced analytics tools
Redefining Social Trading Experiences
Spearheaded the redesign of Zulutrade's mobile app and web platform to enhance usability and performance. Collaborated with stakeholders to align goals, integrating White Label solutions and cryptocurrency trading features for a more comprehensive and user-focused trading ecosystem.
Documentation
As the sole designer in the company, I recognized the critical need for clear design documentation to capture and communicate the rationale behind our design decisions. This initiative aims to create a comprehensive resource that will serve not only as a guide for future team members but also as a foundation for maintaining consistency and coherence in our design processes.
From Junior to Lead Mid. Product Designer
The Transition
Transitioning from a Junior to a Mid-level Digital Product Designer within the first month, I took on comprehensive responsibilities, from planning with Product Managers to delivering final designs ready for development. My approach encompassed:
User Research & Competitive Analysis: Understanding user preferences and identifying gaps compared to competitors like Revolut & Etoro.
UX Strategy & Design System: Developing a cohesive design strategy that aligns with business objectives and user needs.
Wireframing & Iterative Design: Creating wireframes and iterating designs based on stakeholder feedback and user testing.
Collaboration Across Time Zones: Working seamlessly with a global team to ensure timely delivery and cohesive design implementation.
Objective: Simplify navigation and improve overall usability.
Key Metrics: Reduction in user task completion time, increase in user satisfaction scores.
01
Objective: Create more interactive elements that encourage users to engage with the platform.
Key Metrics: Increase in time spent on the platform, higher rates of feature usage.
02
Objective: Simplify the onboarding experience for new users.
Key Metrics: Reduction in drop-off rates during onboarding, increased user activation rates.
03
Objective: Update the visual design to align with modern design trends and brand identity.
Key Metrics: Positive feedback on visual design in user surveys, increased brand recognition.
04
Objective: Integrate analytics tools to track user behavior and preferences.
Key Metrics: Implementation of analytics tools, actionable insights generated from user data.
05
As we didn't have any design system
Objective: Improve communication and workflow between design, development, and product management teams.
06
Redesign Goals
Collaborating with the Product Manager to define the goals for the redesign was crucial for aligning the team's efforts and ensuring that the project meets both user needs and business objectives.
Working at Zulutrade presented me with a formidable challenge from the very beginning. Starting as a Junior Product Designer and swiftly transitioning to become the sole Product Designer within a month instilled a mix of fear and knowledge within me. Through this journey, I made numerous mistakes that have ultimately shaped me into the professional I am today. Despite facing constraints such as inadequate tools and a limited team, I managed to find innovative solutions, dedicated myself to extensive studying, and ultimately delivered a commendable product.
In summary, my experience at Zulutrade has taught me valuable lessons in perseverance, self-motivation, and resourcefulness. Despite encountering obstacles, I have grown both personally and professionally.
Wireframes & Final UI
White Labeling Services
I worked closely with design teams from other companies to implement white labeling services, ensuring our design system and UI elements were adapted to meet their needs while maintaining our core UX principles. I provided consulting on color usage, design patterns, and user flows to ensure seamless integration.
Crypto Trading Platform (Capital Wallet)
I led the implementation of the Capital Wallet crypto trading platform, collaborating with a designer from another company to integrate our design system. We worked together to create new components and flows that aligned with the existing UI/UX, ensuring a consistent experience across platforms.
Additional Responsibilities