Selected work · case study
Signals
Trading ideas became a clear, measurable bridge from curiosity to a first trade.
Problem
Easy to use, hard to know what to do
The sign-up journey was improving, but too many new customers still failed to become active traders. Research showed a simple gap: the platform worked, yet offered little inspiration or guidance — especially for less experienced users facing an intimidating market universe.
Key decision
Design for confidence, not information density
I selected and integrated a third-party ideas provider, then translated technical signals into a progressive, plain-English experience. Scannable cards, state and confidence cues, watchlist personalisation and pre-filled execution reduced the distance between an interesting idea and a safe, informed action.
- Progressive disclosure for new and experienced traders
- Watchlists and filters built into the discovery model
- Cohorted release with idea → ticket → trade instrumentation
Outcome
A feature that paid for itself many times over
Signals reached meaningful early adoption and converted attention into action. Instrumentation made the value legible and helped the team refine calls to action after launch, including making immediate trade execution more prominent when behaviour showed that users preferred it.
- return on cost
- ~15×
- new-user week-one engagement
- 60%
- viewer-to-trade conversion
- ~33%
Selected artefacts
A concise visual trail
Reflection
What I’d do differently
I would validate third-party field semantics with concrete edge cases earlier, bring compliance into copy reviews sooner and push harder for shared cross-platform components. The next product bet would be deeper personalisation and timely alerts, not simply more signal cards.