The International online trading platform
The international online trading platform provided by ETO Markets is famous for delivering a comprehensive selection of derivative products in the currency, commodities, energy, and stock indices markets. As a solo product designer, I was considering how outdated this website was after its last update 10 years ago, so I made the decision to alter it to better reflect the ETO Markets brand and its many sources of inspiration.
Company
ETO Markets
My role
Product Designer
Brand Designer
Industry
Finance
Date
Nov 2022 - Mar 2023
[4 Months]
Problem Statement
The important thing is to update the design that was made 10 years ago. It's crucial
to redesign it so that it matches the tone and style of our logo.
ETO Markets website also needs to reduce the number of categories to improve the user experience. Lastly we aim to make it accessible globally, by allowing language changes
for users, over the world.
Design Process
Following the 'Double Diamond' approach, we iteratively refined our designs using
user testing and feedback. The final product was carefully crafted to meet the diverse
needs of a global audience.
Project Goal & Scope
- To adapt the tone and manner to match the logo.
- To add languages to target markets in various countries, not just Australia
- Reduced the number of categories from 34 to 10, keeping only the most essential
points.
- Expanding the community further through social trading.
- Detailed registration due to legal financial protections for Australia citizens;
different from other countries.
ETO Markets
moodboard
[ Moodboard pdf ]
Inspired by a single logo, ETO Markets embodies its entire essence. Always aligning
with the logo's tone and manner, our design showcases ETO Red, Black, and White,
reflecting sophistication and modernity. With font styles resembling the logo,
we've created an image that embodies an international trading company, fostering a global atmosphere of automated and innovative trading experiences. ETO Markets: Where global trading meets cutting-edge automation.
Information
Architecture
Streamlined Information Architecture offers diverse market data, trading platforms
(MT4, MT5, PAMM, social trading), blogs, education, forex, precious metals, energy,
and indices. Multilingual support empowers users to find information effortlessly.
Empower a vibrant trading community through the introduction of social trading.
User flow
(Diagram)
I focused more on detailing the registration process because in Australia, there are legal requirements to provide additional protection for Australian citizens when engaging
in financial transactions. This is especially crucial when dealing with a site dedicated to Australians, as the procedures may differ from those in other countries.
User flow
(High fidelity)
[ User flow link ]
I made concerted efforts to ensure smooth transitions in the flow across multiple pages. Particularly, during the login and account opening processes, I engaged in speculative brainstorming for various hypotheses within the CRM page. I dedicated significant
thought to understanding how customers could seamlessly navigate to the CRM page
with greater ease.
ETO Website
Before & After
I expanded into 9 languages, prioritizing depth, streamlined categories boldly, utilized
a sticky bar for call-to-action engagement, created a new platform driven by
the importance of a vibrant community for user growth, and effectively condensed
content, resulting in increased main page engagement.
ETO Website
Another page
I expanded into 9 languages, prioritizing depth, streamlined categories boldly, utilized
a sticky bar for call-to-action engagement, created a new platform driven by
the importance of a vibrant community for user growth, and effectively condensed
content, resulting in increased main page engagement.
Prototype
This prototype pertains to the homepage screen of the application. It was created
to convey the interaction details to the developers, including the user interface and
experience elements.
Final Result
After conducting various tests through Hotjar, the results were overwhelmingly positive.
Initially dominated by Chinese users, our site now attracts diverse users from various
countries. Surprisingly, users from Europe to Africa have started accessing our site.
The organization of the category section has greatly improved, ensuring a more coherent experience across many pages compared to before, reducing confusion.