Project details

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Client:

IG Group

Tool:

Figma

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:


  1. Unified Portfolio Vision - Users wanted a single dashboard showing combined performance across all their IG products and accounts.

  2. Seamless Product Switching - The ability to move between different trading products without losing context or having to re-authenticate.

  3. Modern, Intuitive Interface - Users expected experiences comparable to modern fintech apps like Revolut, with clean design and intuitive navigation.

  4. Intelligent Assistance - Users wanted AI-powered guidance for education, market insights, and personalized trading opportunities.

  5. Reward Recognition - Active traders wanted their loyalty and volume recognized through tiered benefits and exclusive features.

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Solution

1. New experience Strategy & Architecture

Core Principle: One platform, multiple products, seamless transitions

The new architecture featured:

  1. Unified Authentication - Single login across all products

  2. Consolidated Portfolio View - Combined balance and performance tracking

  3. Product Agnostic Navigation - Seamless switching between trading types

  4. Contextual Intelligence - AI-powered insights and education

  5. 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

Solution

1. New experience Strategy & Architecture

Core Principle: One platform, multiple products, seamless transitions

The new architecture featured:

  1. Unified Authentication - Single login across all products

  2. Consolidated Portfolio View - Combined balance and performance tracking

  3. Product Agnostic Navigation - Seamless switching between trading types

  4. Contextual Intelligence - AI-powered insights and education

  5. 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

Solution

1. New experience Strategy & Architecture

Core Principle: One platform, multiple products, seamless transitions

The new architecture featured:

  1. Unified Authentication - Single login across all products

  2. Consolidated Portfolio View - Combined balance and performance tracking

  3. Product Agnostic Navigation - Seamless switching between trading types

  4. Contextual Intelligence - AI-powered insights and education

  5. 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

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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


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


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


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