Options trading platforms were overly complex, intimidating, and built primarily for advanced users. There was no simple, intuitive product on the market that translated sophisticated analytics into accessible insights.
This gap represented a strategic opportunity: by creating a streamlined, user-friendly solution, the company could differentiate from competitors and gain a meaningful competitive advantage.
Design a simplified yet powerful options analysis experience that increases user confidence and engagement, supports rapid market launch within 12 months, and validates a new revenue opportunity for the business.
As Lead Product Designer, I owned the end-to-end product design process, ensuring design decisions aligned with business objectives.
Stage 1: Strategy Lab
By combining previous user research with the newly conducted in-house interviews, netnography, and competitive analysis, we found that:
Most novice options traders have solid financial backgrounds.
Traders seek tools aligned with their diverse strategies.
Investors desire educational content to build confidence.
Leveraging these insights, we build a feature that empowers novice options investors by providing a guided, personalized approach to options trading. Through an intuitive 4-step questionnaire that assesses trading preferences and risk tolerance, users are presented with tailored options strategies that align with their individual investment profile.
Investor Journey — Validating an Investment Idea
Proposed Dashboard - Version 1
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2/4
Usability testing insight
Information overload
Hard to connect all pieces of information together
Stakeholder feedback
Weird use of negative space for the first column of insights
Out of place link to Strategy Lab
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