Dashboard - UX Redesign

The Home page on eToro is intended to be the primary touchpoint where users access key information about their accounts, holdings, and trading opportunities.
However, the previous design did not fulfill this purpose effectively, offering only the portfolio amount and the social feed, with little personalization or useful data points.
User engagement was low, with median drop-off occurring within just two seconds of page load.
This indicated that users were not finding the information they needed on the Home page, turning to other parts of the app to access account status and market opportunities.

Our mission was to reimagine the Home page experience, transforming it into a high-value, user-centric hub with personalized insights, quick actions, and a more modular architecture to serve diverse user needs and drive engagement.

Timeline and contribution

AUGUST 2024

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As the lead product designer and product owner for this project, my contributions included:
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01. Lead UX Designer: I led the UX architecture overhaul, defining the layout, navigation, and structure to ensure a cohesive, value-focused user experience.
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02. Data-Driven Analysis: As part of the qualitative and quantitative research team, I gathered insights from users through feedback loops and FullStory session analysis to identify needs and pain points, shaping the final design.
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03. User-Centric Research: Contributed to qualitative research, including user feedback collection and interviews, to understand user needs and preferences.
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04. Cross-Functional Collaboration: Partnered with multiple teams, including product, development, and data science, to overcome technology constraints and build a modular system that supports dynamic personalization.
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05. Iterative Testing and Refinement: Coordinated with beta testers to gather feedback, test new UX patterns, and refine the design based on real user insights.
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05. Feature Prioritization and Testing: Worked closely with beta testers and led A/B testing on each feature, ensuring that each addition positively impacted user engagement and experience on the homepage.

Role

Senior Growth Product Designer

Problem space

To address the challenges we identified the following key issues in the problem space:

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01. Low User Engagement: Data showed a median drop-off after only two seconds, suggesting that users did not find the page useful and were leaving quickly to explore other areas.

02. Limited Data and Personalization: The previous Home page was showing only portfolio amount and a social feed, failing to offer tailored insights or relevant market data.

03. Lack of Essential Information: Users had no clear view of holdings status, trade opportunities, or related market news, limiting the page's utility as a go-to resource.

04. Outdated Technology Constraints: Building a modular, personalized Home page was challenging due to outdated technology that hindered flexibility and customization.

05. Impact on Key KPIs: Engagement, retention, and conversion rates on the Home page were low, suggesting it was not fulfilling its potential as a central, high-traffic feature.

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Outcome

The redesigned Home page is currently in beta testing, with promising early feedback:

01. Increased User Engagement: Initial feedback from beta testers has been highly positive, with users appreciating the intuitive layout, useful data points, and easy access to trading opportunities.

02. Higher Trade Activity and Retention: Early users report greater usage of the Home page as a centralized tool, increasing engagement with trading features and account information.‍

This redesigned Home page marks a significant shift toward a high-impact, data-driven experience on eToro, offering users a comprehensive resource that integrates essential information, personalized insights, and quick access to trading opportunities. The A/B-tested features provide a refined experience tailored to users' needs, ensuring that each component of the homepage contributes to improved retention, conversion, and engagement.

Drive Engagement Through Personalization and Market Awareness

Central to the redesign was the goal of making the Home page adaptable to different trading styles, interests, and behaviors. We provided users with relevant, personalized trading content and market data, fostering a more engaging, supportive environment that encouraged frequent use. This targeted approach aimed to increase retention, trading activity, and overall engagement by delivering a responsive experience aligned with user needs.

Prioritize Diverse User Segments and Market Interests

With a varied user base that includes investors with unique preferences and interests, we emphasized customization and flexibility. We incorporated components that catered to multiple user segments, such as local market data, and multiple wallets available from the main screen, personalized news feeds and social posts.
This approach ensured that the Home page could meet the needs of different trading strategies, helping users explore markets beyond U.S. stocks and offering insights tailored to each individual’s trading journey.

Increase Platform Accessibility and Utility

‍The updated design also included features to support a 24/7 trading environment, such as open/closed market indicators and on-demand updates.
By providing continuous access to real-time data and trading insights, we aimed to support users in staying informed and taking action at any time.

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Streamline the User Experience

To provide a seamless experience, we redesigned the Home page layout to reduce friction and help users find what they need with minimal effort.
Shortcuts for quick actions, such as trade opportunities and watchlist creation, were integrated into the page design, creating a smooth, intuitive path to frequently used features.

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Focus on Key Components

We aimed to create a Home page that centralizes the most valuable features for users, including multi-account balances, trading opportunities, related news, and the upgraded social feed.
By making high-priority components accessible at a glance, we intended to make the Home page the go-to destination for users seeking quick insights and essential information.