With a wide range of data, additional content, new features and valuable information available for its users, Securities.com needed a modern, intuitive and easy to use online platform that their users would interact with on a daily basis. Users consumed cutting edge market content, data and analytics as well as a variety of financial services tools. Securities.com reached out to Experience Dynamics to help streamline this into a simple interface.
Securities had conducted a user survey but in order to meet their goal of upselling users to the more robust platform, they knew they had to build in compelling functionality that users really wanted. This functionality had to empower users by providing the right features at the right time throughout this complex financial services web application UI.
On top of compelling functionality, they needed to deliver complex financial securities tools that could be used by varying persona types. The challenge was understanding these personas and usage scenarios in order to build an experience that enriched their daily workflow and was worthy of the paid upgrade.
This meant recruiting for, moderating and analyzing user interviews in a global field study (New York, London and Beijing) – culminating in 42 user interviews, across three continents. This allowed Experience Dynamics to develop research driven user personas, task scenarios and user workflows that acted as the cornerstone of our UX strategy.
Head of Product Development-EMIS
With rapid Interaction Design we were able to refine our prototyping to a few weeks. This included customization of intelligence, a “filter the noise” feature, a “Smart View”– all aimed at helping users focus.
WIREFRAME SAMPLES LEFT
These are examples of insights collected during the rigorous global user interviews, used to create a comprehensive UI interaction model and ultimately 180 screens of Visual Design ahead. But first, User Testing.
With a mountain of data from online global user testing we clearly understood where the prototype needed adjusted. Next, Experience Dynamics set off on a Visual Design effort that included a hyper-focus on Securities.com. For 10 weeks we worked around the clock to refine the design.
VISUAL DESIGN SAMPLES LEFT (note this pre-Flat Design style was in vogue in 2012. just after Steve Jobs death). After that, Flat Design became the industry standard.
This intensive effort allowed us to explore every facet of the design and attack the user experience as a whole.
Head of Product Development-EMIS Pro
-A visual design strategy featuring 180 visual design compositions.
-A clear Interaction Design strategy that supported complex data, content and analytics as well as complex FinTech tools.
-An easy to use navigation built to meet the users needs as they completed key tasks.