Redeveloped deal ticket to suit more audience mental model of trade, made it more familiar with local industry interface with goal to increase usage of product by new clients. Launched new trading instrument Knock-outs
Process
User research finding revealed main pain points of new and existing users who interact with the deal ticket.
Workshop with stakeholders, design and development teams on brainstorming ideas and possible solutions on simplifying deal ticket.
Explored different approaches to layout, information organisation and visual presentation of switcher between Bull and Bear directions on ticket.
Further usability testing sessions with representative users to evaluate the effectiveness and usability of the redesigned deal ticket.
A/B testing
Before rolling improved deal ticket for Knock-out (KO) markets, we done A/B testing across iOS, Android and Web trading platforms. With split 50% control, 50% new variant.
Tested improvements
- Moved control switcher between Bull/Bear to the ticket
- More clear underline price which represent same format as on deal buttons
- Change in label translations of KO level and Premium levels
Hypothesis
- Using the new KO deal ticket will increase:
- the trade size of KO trades placed by clients on each platform
- the frequency of trading KOs
Results
- New ticket variant have significant conversion rate on iOS +26,6%, Web 21,06%, on Android raise was less dramatic.
- Business had a confidence in releasing new ticket to all Japan clients
