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[Case 01]

Streamlining Stock Trading for Seamless Investments.

Fintech.

Strativa

Making Capital Work for People and Progress

[Project Overview]

I designed Strativa’s web-based stock trading flow from scratch, with a focus on removing friction and ensuring a seamless user experience. By streamlining the process and optimizing the interface for accessibility, we created a smooth, intuitive platform that made stock trading faster, simpler, and more engaging for users.

[Problem Statement]

Many existing stock trading platforms are cluttered, overly complex, and not beginner-friendly. Users often face difficulties navigating through lengthy processes, unclear interfaces, and poor accessibility on web platforms, which leads to frustration, drop-offs, and missed opportunities. Strativa set out to solve this by designing a streamlined, user-centered web trading flow that makes stock trading simple, intuitive, and accessible to both beginners and experienced traders.

[Industry]

Fintech.

[My Role]

Lead Designer

[Platforms]

In Progress

[Timeline]

August 2025 - Ongoing.

View Project

View Project

[Persona]

Margaret Dunnnk

Financial Advisor

Quote:

" I just want a simple platform that lets people buy and sell stocks quickly especially on their phones. "

Age: 32

Location: Accra, Ghana.

Tech Proficiency: Moderate

Gender: Female

[Goal]

Simplify the Trading Experience.

Enhance Efficiency and Speed.

Enhance Efficiency and Speed.

[Frustrations]

[Process]

[01] User Research

I began the Strativa project by researching how users interact with stock exchange platforms. This helped identify pain points like complexity and trust issues, which shaped the design direction from the ground up.

I gathered feedback from both new and experienced investors to understand their needs, which guided features that balance simplicity with depth.

I analyzed competitor platforms to spot gaps in usability and trust, helping Strativa stand out with a more user-friendly and transparent experience.

[01] User Research

I began the Strativa project by researching how users interact with stock exchange platforms. This helped identify pain points like complexity and trust issues, which shaped the design direction from the ground up.

I gathered feedback from both new and experienced investors to understand their needs, which guided features that balance simplicity with depth.

I analyzed competitor platforms to spot gaps in usability and trust, helping Strativa stand out with a more user-friendly and transparent experience.

[01] User Research

I began the Strativa project by researching how users interact with stock exchange platforms. This helped identify pain points like complexity and trust issues, which shaped the design direction from the ground up.

I gathered feedback from both new and experienced investors to understand their needs, which guided features that balance simplicity with depth.

I analyzed competitor platforms to spot gaps in usability and trust, helping Strativa stand out with a more user-friendly and transparent experience.

[02] Insights

Many competing platforms overwhelm users with too many steps during signup or transactions, which often makes them abandon the process before completion.

Users on other platforms often complained about hidden fees and unclear risk explanations, making them cautious and less willing to invest.

Several platforms didn’t scale well on mobile, even though most users preferred quick access on their phones — leading to negative reviews and churn.

[02] Insights

Many competing platforms overwhelm users with too many steps during signup or transactions, which often makes them abandon the process before completion.

Users on other platforms often complained about hidden fees and unclear risk explanations, making them cautious and less willing to invest.

Several platforms didn’t scale well on mobile, even though most users preferred quick access on their phones — leading to negative reviews and churn.

[02] Insights

Many competing platforms overwhelm users with too many steps during signup or transactions, which often makes them abandon the process before completion.

Users on other platforms often complained about hidden fees and unclear risk explanations, making them cautious and less willing to invest.

Several platforms didn’t scale well on mobile, even though most users preferred quick access on their phones — leading to negative reviews and churn.

[03 Design Solution]

Designed a clear, step-by-step onboarding and trading flow with fewer screens and upfront guidance, making it easy for users to start without feeling overwhelmed.

Added clear breakdowns of fees and simple risk indicators before confirming trades, ensuring users felt informed and confident in their decisions.

Streamlined the transaction process on web with fewer clicks, faster load times, and clear confirmation steps, ensuring smooth user experiences.

[03 Design Solution]

Designed a clear, step-by-step onboarding and trading flow with fewer screens and upfront guidance, making it easy for users to start without feeling overwhelmed.

Added clear breakdowns of fees and simple risk indicators before confirming trades, ensuring users felt informed and confident in their decisions.

Streamlined the transaction process on web with fewer clicks, faster load times, and clear confirmation steps, ensuring smooth user experiences.

[03 Design Solution]

Designed a clear, step-by-step onboarding and trading flow with fewer screens and upfront guidance, making it easy for users to start without feeling overwhelmed.

Added clear breakdowns of fees and simple risk indicators before confirming trades, ensuring users felt informed and confident in their decisions.

Streamlined the transaction process on web with fewer clicks, faster load times, and clear confirmation steps, ensuring smooth user experiences.

[04] Testing & Iteration

Usability Testing with Target Users

A/B Prototype Comparison

[04] Testing & Iteration

Usability Testing with Target Users

A/B Prototype Comparison

[04] Testing & Iteration

Usability Testing with Target Users

A/B Prototype Comparison

[Outcome]

Enhanced Trust and Transparency
Streamlined Trading Experience
Improved Accessibility for New Investors

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on web & Dashboard.

Simplification is key

Users value a quick and easy process, especially on web & Dashboard.

Simplification is key

Users value a quick and easy process, especially on web & Dashboard.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Iterative testing pays off

Regular testing uncovered hidden issues and ensured the design met user needs.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

Details matter

Small improvements, like error validation and mobile optimization, had a significant impact.

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