Client:
IG Group
Tool:
Single Proposition
Challenge
IG's existing platform required users to manage separate accounts for different trading products (spread betting, CFDs, cryptocurrency, investments, etc.), creating friction and limiting user engagement. Users had to switch between isolated account views, couldn't see consolidated portfolio performance, and lacked a cohesive experience across IG's diverse product range. This fragmented approach was hindering user growth and limiting cross-product adoption.
Problem
Users needed to maintain separate accounts and balances for different product types
No unified view of overall portfolio performance across products
Switching between accounts disrupted trading flow and decision-making
Limited cross-selling opportunities due to siloed experiences
Modern users expected seamless, app-like experiences similar to fintech competitors
Research Insights
Through user interviews, competitive analysis, and behavioral data, we identified key user needs:
Unified Portfolio Vision - Users wanted a single dashboard showing combined performance across all their IG products and accounts.
Seamless Product Switching - The ability to move between different trading products without losing context or having to re-authenticate.
Modern, Intuitive Interface - Users expected experiences comparable to modern fintech apps like Revolut, with clean design and intuitive navigation.
Intelligent Assistance - Users wanted AI-powered guidance for education, market insights, and personalized trading opportunities.
Reward Recognition - Active traders wanted their loyalty and volume recognized through tiered benefits and exclusive features.
Solution
1. New experience Strategy & Architecture
Core Principle: One platform, multiple products, seamless transitions
The new architecture featured:
Unified Authentication - Single login across all products
Consolidated Portfolio View - Combined balance and performance tracking
Product Agnostic Navigation - Seamless switching between trading types
Contextual Intelligence - AI-powered insights and education
Gamified Progression - Tiered card system with evolving benefits
2. Interaction Evolution
I created a modern design language that moved away from our traditional trading interfaces toward a consumer-friendly fintech aesthetic. The evolution touches mostly:
Unified Dashboard
A comprehensive overview showing:
Total balance across all accounts
Combined P&L performance
Portfolio breakdown by product type
Quick access to all trading functions
Account Switching Interface
Intuitive account navigation allowing users to:
Swipe between different account types (Overview, Crypto, etc.)
Maintain context when switching products
View account-specific metrics while preserving overall portfolio awareness
3. Key New Features
AI Helper Integration
A conversational AI assistant providing:
Educational content for new traders
Daily trading ideas and market insights
Personalized recommendations based on user behavior
Step-by-step guidance for complex trading concepts
IG Cards System
A tiered loyalty program featuring:
Multiple card levels (Standard, Golden, Silver) with different benefits
Visual card designs that users can collect and display
Balance tracking and transaction history
Upgrade paths based on trading volume or subscription
Enhanced Market Detail Pages
Comprehensive market information including:
Real-time charts with multiple timeframe options
Contextual insights specific to each market
Social trading indicators showing what successful traders are doing
Economic calendar integration for relevant upcoming events
User Testing & Iteration
We conducted extensive testing with both existing and prospective users:
24 users participated in usability testing across different experience levels
89% success rate for finding and switching between different product types
94% of users found the unified balance view "very helpful" or "extremely helpful"
Time-to-trade reduced by 67% when moving between different products
Cognitive load significantly reduced through unified interface design
Key findings
Unified experiences drive engagement - Removing friction between products significantly increased user activity across all categories
Modern design attracts new demographics - The Revolut-inspired interface appealed to younger, fintech-native users
AI assistance reduces barriers - Contextual help and education significantly improved new user success rates
Gamification motivates loyalty - The card system created emotional investment and increased user retention
Context preservation is crucial - Maintaining user context during product switching was essential for seamless experience