Offering page improvements

Enhancing the product discovery experience for confident decision-making

ADDX is an investment platform that offers access to private market investments and alternatives in fractions made possible with blockchain technology.

This project touches on improving the product discovery experience on both app and web platform.

Timeline

Jul - Sep 2023

Team

1 Product Designer

1 UX Researcher

3 Engineers

1 Product Manager

1 Product Data Analyst

Tools

Figma, Maze

Our focus

Product listing page: The essential gateway for users to become investors

Background

New users are not transitioning into active users

*Active user: User who invests 30 days after signing up

The product listing page is a notable hurdle

Considering that the product listing page serves a gateway for users to discover investment products, it was unanimously agreed by stakeholders that optimising this crucial funnel point would yield the most impactful results.

Project goal

The project goal is to improve the product listing page by enhancing navigation, filter functionality, and information hierarchy of invest card, thereby user activation rates.

Success metrics

Increase click through rate from product listing to product detail page

Increase the click through rate of the exposed filters on app and web

Increase watchlist engagement of investment products

Decrease time spent on product listing page

Research

Together with the UX Researcher, we conducted user interviews with five investors and members of the sales team.

Insights

Product listing page usability issues: Users struggle to find available products and compare asset classes.

Product card information hierarchy: Users find the image uninformative and prefer more relevant product details.

Past offerings display – Users question the relevance of matured offerings since they can no longer invest in them.

Rigid offering page setup – The sales team wants more flexibility to configure product information for better selling.

UX audit of old design

I conducted an UX audit of the old design, identifying pain points and potential areas of improvement.

Filters are only accessible through the filter icon. Less than 5% of our users use the filters to find investment products.

There's no header showing the number of available offerings.
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The image-to-content ratio of each invest card is disproportionate, and information hierarchy needs improvement.

In the first view, users can only see one invest card and part of the next product's image.
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Target users

Targeting self-directed, proficient investors is expected to yield a high ROI

Process: Ideation

I conducted a crazy 8s design workshop to facilitate collaboration cross-departments. Product Designers, Product Managers and Business stakeholders contributed their fresh ideas in this ideation workshop.

Process: Internal concept testing

I conducted internal concept testing on Maze with stakeholders, presenting two design variations to gather feedback.
The goal was to assess the effectiveness in conveying key information, ensuring that the final design aligns with stakeholder needs and user expectations.

Final solution: product listing page

Improved product listing page with better categorisation of offerings, increased visibility of filters, and improved information hierarchy of invest card.

Increased visibility of filters by exposing some of them just below the tabs

Headers to indicate what products are being shown

Addition of ‘new’ tag to inform user of our new investment products

Customisable product details from the admin portal

Final solution: filter sheet

Filter sheet with updated selection options

Final solution: past offerings

Past offerings configurable and showing the amount raised to build user's confidence

Impact

We surpassed our target for conversion rate from product listing to product detail page 🥳