Type
Financial Web App Redesign
Financial Web App Redesign
Timeline
Q2 - Awaiting official kickoff
Q2 - Awaiting official kickoff
Role
UX & UI Designer
UX & UI Designer
Team
Solo project
Solo project
Overview
The ETF screener was redesigned to make it more competitive by modernizing the UI and improving the clarity, navigation and mobile continuity. The new layout helps users more easily identify and compare ETFs in a data-dense environment.
My approach
While officially the UI designer, I proactively contributed to both UI and UX ahead of official project kickoff to better align the design direction with user needs and business goals early.
- Conducted a competitive analysis across industry-leading ETF providers to better understand the ETF landscape and identify key gaps and opportunities.
- Distilled findings into key guiding principles: interactivity, clarity, trust, and mobile continuity, as well as high user-impact assumptions to inform both early design decisions and future research.
- Tested early hypotheses around user wants and needs such as: filter complexity, investment goals and data preference, through user interviews and moderated usability tests. These informed key design patterns around data hierarchy and filter interaction.
- Elevated ETF searching experience by designing a new screener layout that blends existing components with novel designs. This approach kept the design on-brand while improving the overall experience across devices. Particular focus was placed on responsive behavior, hierarchy of information, and progressive disclosure of data.
Result
The project is ongoing, but initial feedback has been positive. Early reviews have noted particular improvements in clarity, scanability and subtle yet pleasant micro-interactions. My early research helped de-risk the redesign and gave the team a foundation that continues to inform design iterations.