Discover - UX Redesign

The Discover page on eToro serves as the gateway for users to explore and identify trading opportunities. Our objective was to reimagine the UX architecture of this essential feature, particularly on the mobile app, where engagement had been low. With only 20% of users actively utilizing the Discover page for finding trades, we recognized the need to make significant design improvements.

Historically, eToro’s mobile app had followed a responsive design approach mirroring the desktop experience. However, with evolving user behaviors and design standards, it became clear that the mobile app required its own tailored experience, one that was intuitive and focused on specific mobile use cases.

Through extensive research, data analysis, and FullStory session reviews, we pinpointed UX issues and user pain points, including limited scrolling engagement and a lack of clarity in finding relevant trading opportunities.

The redesigned Discover page reflects a mobile-first approach, leveraging personalized, data-driven insights to ensure all user segments have easy access to tailored trading options.

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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. Lead UX Designer: Spearheaded the UX architecture redesign, aligning the mobile experience with eToro’s goal to drive engagement and facilitate trading.
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02. Data-Driven Analysis: Conducted an in-depth review of user engagement data and over 1,000 FullStory session recordings to identify pain points and areas for improvement.
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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: Worked closely with product, data science, and development teams to ensure seamless integration of machine learning for personalization and tailored market options.
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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.

Role

Senior Growth Product Designer

Problem space

To address the challenges in the trade opportunities experience, we identified the following key issues in the problem space:

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01. Low Engagement: Less than 20% of users were using the Discover page to find trade opportunities, signaling a gap between user expectations and design effectiveness.
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02. Responsive Design Limitations: The desktop-to-mobile responsive approach failed to meet mobile user needs, resulting in a misalignment between user behavior and the page's layout and flow.
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03. Limited Personalization: The previous design did not adequately address different user segments, reducing relevance for various trading preferences and markets.
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04. Ineffective Component Performance: Analysis revealed that many components were underutilized, with users often overlooking or failing to engage with key features.
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05. Poor UX Patterns: Key UX patterns, such as excessive scrolling, limited hierarchy, and lack of local market integration, reduced the page’s accessibility and usefulness.

Outcome

The redesigned Discover page is currently in beta testing, with promising early results:

01. Increased Engagement: Beta feedback shows high satisfaction with the new UX architecture, with users reporting increased ease in finding and executing trades.

02. Positive User Feedback: Early users have highlighted the clear, focused design and the new personalized options as valuable improvements.
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03. Higher Trade Activity: Users leveraging the Discover page are now making more trades, suggesting that the new structure effectively guides them toward actionable opportunities.

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The redesigned Discover page represents a shift toward a mobile-first, user-centered approach on eToro, optimizing the experience for enhanced usability, personalized trading insights, and increased engagement.

Optimize UX Patterns

By redefining navigation, hierarchy, and layout specifically for mobile, we aimed to ensure users could quickly locate and engage with relevant trading opportunities. This entailed moving away from the limitations of responsive desktop design, instead focusing on intuitive, mobile-friendly UX patterns to better serve our users.

Enhance Personalization

We integrated machine learning and backend segmentation to deliver a tailored experience for different user segments. This approach allowed us to cater to various user types and market preferences, ensuring each individual could access information and opportunities most relevant to their needs.

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Broaden Market Exposure

To meet the diverse interests of our user base, we expanded the Discover page beyond U.S. stocks. This involved adding access to local markets for non-U.S. users and creating a crypto-focused experience, enabling users with varied trading preferences to find what they’re looking for more efficiently.

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Improve Hierarchy and Content Focus

By introducing a condensed, opportunity-centered structure, we aimed to reduce excessive scrolling and prioritize high-value trading options. This reorganization allowed key information to be easily accessible, saving users time and increasing the likelihood of engagement.

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Integrate Market Status

We incorporated open/closed market indicators to better align with trading behavior. By showing market status, we aimed to encourage trading activity when markets are open, while making the page adaptable to support engagement across global markets and 24-hour trading activity.

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