Compare Charts - Cross Platform

The Compare Charts feature on eToro was designed to empower users by enabling them to compare multiple assets, markets, and Popular Investors (PIs) side-by-side.

This tool simplifies the decision-making process, presenting the latest statuses and prices across different asset types and markets.
By providing professional-grade comparison tools with ease of use, Compare Charts helps users make informed investment decisions more quickly.
It also enhances PI visibility, highlighting top-performing PIs, and enabling users to evaluate asset performance effectively to support their investment strategies.

Timeline and contribution

SEPTEMBER 2024

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As the lead product designer and product owner for this project, my contributions included:
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01. Led the design of the Compare Charts feature to ensure it met user needs for both accessibility and professional utility.
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02. Contributed to qualitative and quantitative research, gathering insights from users and analyzed feedback to gather insights into user preferences and needs.
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03. Conducted competitive analysis to apply best practices for asset comparison tools to incorporate best practices and innovate within the platform.
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04. Worked closely with product managers and developers to iterate on design, ensuring a seamless user experience.
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05. Delivered user-centered designs that improved user decision-making and simplicity.

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Role

Senior Growth Product Designer

Problem space

To address the challenges in the market exploration experience, we identified the following key issues in the problem space:

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01. Decision-Making Complexity: Users often faced difficulties in making confident investment choices due to the overwhelming options and lack of a simple comparison tool.
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02. Need for Efficient Research: Many users spent significant time outside the platform comparing assets and market performance, resulting in fragmented research processes.
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03. Limited PI Visibility: PIs who consistently outperformed benchmarks, such as the S&P 500, lacked effective ways to demonstrate their expertise within the platform.
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04. Desire for Centralized Information: Users expressed a need for a single, accessible page that consolidated all necessary data to facilitate decision-making.

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Outcome

The Compare Charts feature achieved impactful results:

01. Conversion Growth: Conversion rates (CVR) to trade saw double-digit growth, with a significant reduction in decision-making time.
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02. Community Engagement: Users frequently shared comparison screenshots on the app’s social feed, creating discussions and boosting engagement.
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03. Positive Feedback: Users praised the feature for its ease of use, and PIs found value in showcasing their expertise, leading to enhanced user trust and community interaction.

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Why Did We Decide to Include Compare Charts?

Through continuous user feedback via qualitative research, including interviews and testing, we sought to understand the factors that support users in making informed decisions.
We discovered that a significant portion of users' research involves comparing the performance of multiple assets before making trades. This insight drove us to take a user-centric approach, developing a feature that consolidates all necessary information onto a single page to facilitate efficient comparisons.

Applying the Opportunity Solution Tree (OST) methodology, we identified the "paradox of choice" as a key factor impacting user decision-making. From there, we conducted in-depth research to design a solution that would simplify and improve the comparison process.

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Objective: Enhancing In-App Research and Decision-Making

Our goal was to address several key initiatives:

     -  In-App Research Enhancement: Enable users to conduct comprehensive asset comparisons directly within the app.
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     -  Improved Decision-Making: Provide a structured, streamlined view that simplifies complex decision-making processes.
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     -  Showcase PI Professionalism: Highlight PIs who outperform benchmarks, reinforcing their credibility and supporting users in identifying top performers.
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     - Time Efficiency: Reduce the time users spend on comparison research, allowing for faster, data-driven decisions.

To support these objectives, we developed a machine learning model on the backend that identifies relevant asset comparisons for each user. This model factors in the user’s portfolio holdings, suggests similar and uncorrelated assets, and recalls their recently viewed assets, making it easier to find relevant comparisons tailored to individual needs.