We’ve spent the last few weeks in a series of back-to-back sessions with various agencies and firms, laying the framework for the business. Whilst we’ve made great strides that will soon bolster the groundwork of the TradeStrike platform… in the back of our minds — all we’ve wanted to do is to begin visualising the product.

The platform design itself isn’t scheduled to begin until Q3, but admittedly, excitement has gotten the better of us, and we’ve started toying around with some ideas. We wanted to give a brief glimpse of a high-fidelity wireframe mockup of the dashboard, alongside an explanation as to why we feel our (draft) choice of UX is more tailored to the retail investor. Over the coming weeks, we’ll be providing some meatier animated concepts to provide some more detailed context of how it will sit in the app, and how the app itself will function.

The task at hand

Good design is just that. It’s aesthetically pleasing and gets the job done. Countless trading apps exist that tick this box. Great design, however, is one step ahead of that — its job is to be invisible, and intuitive. The only way to upgrade ‘good’ to ‘great’, is to centralise your approach around user research and data analysis. Fortunately for us, even before we founded TradeStrike, we were closely entwined with a big like-minded community that had long shared their frustrations with the limitations of their preferred apps.

The primary issue with all trading platforms and crypto exchanges is that they all share the same functions and design, and as such, they mostly all encounter the same pitfalls; they’re either too simple and lack functionality, or they’re too complicated and have a steep learning curve. According to data we’re seeing, investors are becoming younger as the concept of building passive income and generational wealth is introduced to them from an earlier age. Most of the current generation of platforms are not understanding their demographic by being either too daunting for new investors or completely ineffective in assisting them in growing as efficient traders— necessitating a paradigm shift.

And this is where we come in.

We aim to bridge this gap by creating an app that is easy-to-use, but comprehensive enough to be practical.

I’ve spent my career enabling people to be able to access technology that would otherwise be outside of their grasp. As such, I’ve come to believe that my role is to not make things look pretty (that’s subjectively a by-product of what I do), but to provide value. I utilise a content-first, data-driven strategy to understand how to cater to an audience and analyse the best way to communicate with them using straightforward A/B testing.

Building an app is a lot like putting together a puzzle: mostly it falls together perfectly, but you can waste time slamming the incorrect pieces into the wrong place — and this is why knowing your audience and talking to them is vital for a genuine and successful product that solves a real problem.

With any project, these are the key points that I address:

  • What are the business objectives?
  • What do I know about my audience and the issue I need to solve?
  • How will I test, validate and apply my findings?
  • Where are the goalposts, what development restrictions am I working with?

And these are the key principles that I apply:

  • Nail the basics
    Design with clear context and honest intent.
  • Be consistent
    It becomes easy to build on a user’s confidence through consistency — all intentions must be transparent and everything must work as intended.
  • Usability
    The experience and performance of using a product out-weighs how it looks visually, always design with that mindset.
  • USP (Unique Selling Point)
    Competition is always fierce, as such, branding and communication needs to be visible amongst the noise.

The Dashboard

The first thing we opted to work on is perhaps the most important aspect of the platform, and yet, we found the majority of apps didn’t cater to how we’d want to keep tabs on our portfolio. The most striking thing we found was that most apps have a largely worthless ‘home’ screen on which the user is bombarded with irrelevant information, and add-on services to drive additional services. Notably, the apps also featured ‘recently added’ as the key focus — something we’ve noted to cause a huge pump & dump effect. Simply moving this further inside the app where it needs to be found would save new investors from falling into the trap of buying at the ‘top’.

Sizing up the competition

  • Inefficient use of space
  • No clear understanding of users & demographics
  • Self-serving motives (ads, deposit fund prompts, instant marketplace access)
  • Crypto exchanges, in particular, are awfully designed and seem to be clones
  • Buttons awkwardly and even inappropriately placed
  • Absolutely daunting experience for a new user

The screenshots above demonstrate that these apps are not made by ‘us’, they’re made by businesses looking to profit from us. A / B / C / D are unquestionably the most practical options for a home screen, but they could be more efficient.

Our solution

As users ourselves — we want to see a portfolio overview, and how our money is doing. We don’t care for ads, purchasing the latest asset, or depositing funds. Most importantly, we certainly don’t need psychological nudging towards things that only benefit the company itself.

The dashboard should contain a quick snapshot of the user’s holdings and their progress toward their monetary goals. That’s it.

Designing a dashboard is not so dissimilar to create a landing page whereby you have a few seconds to make a first impression. First impressions are incredibly unforgiving, and poor UX choices can drastically affect user retention.

Quick breakdown

A) Slide-out menu with access to ‘Settings’, ‘Notifications’ and the ‘User Profile’.

B) Quick access popup to view how the main markets around the world are performing.

C) Full-view chart with more detail.

D) Key portfolio details to show how much the user has invested, their return, and the total worth of their portfolio across all assets. ‘Profit/Loss’ will update based on the selected timeframe.

E) This table will display a visual of the user’s total portfolio growth/decline and the user can drag the sliders to select a customised date range. The user’s total investment will be drawn in as an average in the form of a dotted line.

F) This swatch is designed for a quick overview, whereby the user can quickly flick through their holdings — but the entire tab can be expanded for a full-screen view. ‘Portfolio’ contains the user’s assets, ‘Stats’ will contain personalised information such as allocation of the portfolio in which type of asset and industry etc, and ‘Watchlist’ will simply be a way to keep tabs on interesting assets of the moment.

G) You’ll be able to arrange your portfolio quickly with the arrows, and the user is able to get a quick glance of their position in any ticker, as well as performance. Upon expanding this tab, the user would have access to more in-depth information such as their avg and last price.

H) Simple-to-use menu featuring quick-access shortcuts to; Dashboard, Marketplace, News, Wallet. The ‘Marketplace’ will contain every single tokenised asset available, we wanted the experience to be similar to accessing the app store whereby you can filter by type, trending, top 100 etc. News will be general information around the world, as well as industry performance information. The ‘Wallet’ will contain immediate access to be able to deposit and withdraw as necessary — a function that too many apps make challenging (particularly crypto exchanges).

I hope this has given you a just small insight into the steps we’ve started taking. We’ll be moving onto Q3 from next month and so we’ll be looking to ramp up design. Hopefully, we’ll be in a position to start dropping some more concise wireframing and design work, and we hope you’re gracious enough to provide some much-appreciated feedback — so that we can deliver the app that we all deserve.

Much love,

Kishan Vadgama
CCO & Co-Founder of TradeStrike Ltd.

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