Crafted a brand aesthetic and designed a product vision for a platform meant to simplify options trading and create a marketplace for educators, advisors and influencers to monetize their expertise.
Spearheaded competitive intelligence research effort to map the landscape and identify opportunities for our brand and product to stand out.
Leveraged Jobs to Be Done to drive alignment with our business partners, removing personal opinions from the process so impact and market-fit would inform our decisions.
Worked closely with our development team to create a proof-of-concept conversational trading tool using ChatGPT. I contributed code and designs to this effort so we could iterate rapidly and add features.
Designing a Brand
The team created the brand identity from scratch, including a robust color system that keeps accessibility in mind, a unique variable typography hierarchy, and a library of UI elements with common states pre-defined.
We conducted several branding exercises with our business partners to align on our values and themes, brand voice, audience fit, personality and an aspirational roadmap. This gave us a common framework in which to discuss brand designs as a team.
CREATING A DESIGN LIBRARY
The team explored dozens of design directions, critiquing and iterating rapidly, until we coalesced around 3 similar approaches, each with its own merits. I combined the best of each approach to create our final brand aesthetic, meant to stand-out in the market while still conveying professionalism.
Setup & Manage AN Account
I designed the registration and management experiences, working with our SMEs and using the development documents provided by our exchange to inform the effort.
I shortened the signup process by more than 30% compared to competitors.
Conducted card sort and tree testing to inform the navigation hierarchy and most commonly sought functions.
Collaborated with our cyber security expert to implement industry best practice access controls that provide robust account protection without complicating the signup process.
Desktop Trading Platform
Developed a customizable web app that kept the most popular and powerful features users have come to expect, while improving usability by decluttering and inflating spacing and font sizes.
AI Trading Chat Bot
Problem: existing trading tools provide many features but do not actually help customers make better trades. Either the customer learns the complex toolset and develops their own methods, or they trade at a big disadvantage.
Solution: a natural language processing (NLP) chat interface that lets the user talk to the system as if they were talking to a trade advisor, and the system will adapt and respond to their needs and experience level.
How It Works: the user can ask general questions about trading, specific questions about their holdings and portfolio, or ask for help setting up a trade. The chatbot is simply an interpreter and translator, while our systems use rules and information about the user to provide guidance and suggestions.
Conversational Trading
Created several prototypes, mockups and diagrams showing how the chat bot would function and how users could invoke it on mobile and desktop. The goal was for the chat bot to always be accessible without monopolizing valuable screen real estate, and for it to live “above” everything so it can handle a variety of tasks across the platform.
