Challenge: Taking stock of the ways customers actually use trading platforms A leading investment and banking firm wanted to create a new standard for high-end trading by making its existing platform more user-friendly and engaging, allowing customers to become better investors.
Recommendation: Bank on a customized solution to make users feel powerful (especially in front of their spouses)
By observing the ways people researched and chose investments using resources from the client and its competitors, projekt202’s researchers gained several interesting insights. Customers wanted to feel powerful and in control by having the ability to customize the system to suit their needs.
In particular, men wanted the trading platform to look complex, sophisticated and important so they could impress their spouses. This vital emotional factor – which would have been overlooked by standard market research – was discovered through projekt202’s unique, contextually-relevant observations.
Based on these user insights, projekt202 recommended a new infrastructure that supported a customized trading solution to fit customers’ practical and emotional expectations. It needed to balance stability, familiarity, flexibility and reliability; maintain current customers’ loyalty; and add new generational users.
Results: Gaining an outstanding 97% adoption rate
projekt202 worked with the client’s development teams to create multiple concepts for the application’s UI framework. A fresh look emerged to complement the newly-designed tools. Throughout development, projekt202 and the client worked together to integrate controls and tighten layout and interactions.
This partnership created a world-class application that was stable, secure, efficient and fast.
The application was built to:
- understand the complex work of trading
- support users by giving them a market-wide perspective
- guide their decisions in making solid investments
The innovative application achieved a 97% adoption rate in the client’s first quarter. It was also recognized in the trade media and by renowned industry analyst firm Gartner for its outstanding, forward-thinking design, development and adoption.