Client: Trading Lounge
My role: UXR lead
Collaborators: Magdalena Novoa, Cindy Li, Lucy Lu
Timeline: 2 days

Background:

Trading Lounge is a niche investment education and analysis platform based on technical analysis techniques (eg Elliott Wave theory). At time of involvement, our client was interested in expanding the current user base (identified as predominantly male and aged 50-69 years), particularly to younger audiences including female traders. At time of review, preliminary usability testing had already been completed.

Goals:

• Explore user profile of younger technical analysis traders (aged 20-39 years)

• Explore new user growth opportunities

• Identify high-priority design opportunities at this time

Research methods used: 

• Desktop research (particularly online forums)

Key findings summary:

• User profile of younger technical analysis traders (predominantly male, aged 20-39 years): Very structured individuals both in trading analysis but also lifestyle, may prefer more independent approach to learning and trading, with some peer hesitancy in signing up for external trading education platforms.

• User profile of female traders (predominantly aged 20-39 years): ‘Trading curious’ have some hesitancy about ability to learn skills required and nervous about male-dominanted space, strong inclinations to research strategies and training providers thoroughly to find ‘right fit’ prior to committing eg online events, books, and podcasts. Compared to male trading population, may be more likely to be community-focused and interested in female-friendly trading education and support spaces (defined as “not a testosterone-fest”). Like male traders, some nuances within community - similar sub-demographic with very structured approach to trading and lifestyle exists - though comparatively more open to paid formal education and trading community services.

• High-priority UI design opportunities based on usability testing and above research: Improved product perception on landing page, links to any podcasts or online events, increase scannability and reduce visual overwhelm. Member’s section: IA overhaul to improve intuitive navigation, with emphasis on increasing the findability, learnability and usability of trade tools and education sections.

Impact:

• Significantly improved product perception and usability (> 30pt increase via System Usability Scale) during functional prototype testing

• Significantly improved findability of technical analysis tools and educational material during functional prototype testing 

Currently in development:

• Specific online community within Trading Lounge specifically geared towards female traders

Now in early planning stages:

• Podcast series 

• Online trading education events, some specifically geared towards female traders