Optimizing intent-based trading: Driving growth and performance through behavioral design.

Optimizing intent-based trading: Driving growth and performance through behavioral design.

Project

Redesigned the trading automation wizard by aligning syntax logic with user intent, resolving critical UX friction and driving product activation, performance and growth.

what i did

Product analytics

Usability testings

UX & UI design

Prototyping

Team

Product Manager

3 Back-ends

1 Front-end

Project

Redesigned the trading automation wizard by aligning syntax logic with user intent, resolving critical UX friction and driving product activation, performance and growth.

what i did

Product analytics

Usability testings

UX & UI design

Prototyping

Team

Product Manager

3 Back-ends

1 Front-end

what i did

Product analytics

Usability testings

UX & UI design

Prototyping

Team

Product Manager

3 Back-ends

1 Front-ends

company

Capitalise.ai

Capitalise.ai

A B2B2C, no-code, text-based trading automation & analysis platform, founded to democratize trading automation and made accessible for traders without coding skills (years before the LLM boom).

A B2B2C, no-code, text-based trading automation & analysis platform, founded to democratize trading automation and made accessible for traders without coding skills (years before the LLM boom).

Context

Redesigning the core automation wizard to drive trader activation.

Redesigning the core automation wizard to drive trader activation.

The product strategy was designed to secure top-tier broker partnerships, a goal it successfully achieved. While this resource allocation was understandable, it came at the expense of the end-user experience.

The product strategy was designed to secure top-tier broker partnerships, a goal it successfully achieved. While this resource allocation was understandable, it came at the expense of the end-user experience.

impact

2%

31%

16x Increase

Increased task success rate for the core user flow: Running a live strategy.

Q4 2020

0.12%

5.88%

49x Increase

Raised average trader profit.

Q4 2020

~$10k

$400K+

40x Increase

Total trading volume.

Q4 2020 - Q1 2022

the challenge

The focus was on the brokers, not the traders.

The focus was on the brokers, not the traders.

Trading volume stalled at ~$10K against a ~$200K expectancy. The product’s core flow of running live automated strategies was flawed. Traders weren't actually trading.

Trading volume stalled at ~$10K against a ~$200K expectancy. The product’s core flow of running live automated strategies was flawed. Traders weren't actually trading.

The trading automation wizard: type an entry and exit in plain English, confirm conditions, and run. It was designed to feel effortless.

The trading automation wizard: type an entry and exit in plain English, confirm conditions, and run. It was designed to feel effortless.

UX process

Isolating the friction point, where is the wizard failing.

Mixpanel setup was misconfigured, I audited and implemented relevant tracking paths, following up with in-person usability testings.

  1. Event tracking - Core user flow

Mixpanel analytics | ~1 month

  1. Usability testing - Main learnings

In-person

5/5 Participants:

  • Were impressed by the concept of simplicity.

  • Struggled to express their ideas using the suggested commands, trying to type, deleting, and retrying.

  • Began motivated but ended frustrated: 4 didn’t finish, only 1 executed a live strategy.

  • Never automated a trading strategy before.

hypothesis

It was English.

It wasn’t human language.

Providing clear, actionable contextual guidance will help traders confidently execute live automated strategies, increasing trading volume and reducing churn.

solution

Aligning the syntax logic with user-intent.

Aligning the syntax logic with user-intent.

Transformed the suggestion system to contextual, full sentences paired with secondary helper text to guide traders as they write. Added indicative & adaptive helper text for all user states.

Transformed the suggestion system to contextual, full sentences paired with secondary helper text to guide traders as they write. Added indicative & adaptive helper text for all user states.

1

Auto suggestion, completion & prediction

Auto suggestion, completion & prediction

Guiding the traders from the very first encounter with the interface.

Guiding the traders from the very first encounter with the interface.

2

Smart textual indicator

Smart textual indicator

Adaptive helper text, that clarifies to the trader how to progress.

Adaptive helper text, that clarifies to the trader how to progress.

3

Informative error handling

Informative error handling

Allowing to quickly fix mistakes and teaching the appropriate syntax.

Allowing to quickly fix mistakes and teaching the appropriate syntax.

4

Improved edit mode

Improved edit mode

Adding suggestions to replace, and better experience on selecting an asset to edit.

Adding suggestions to replace, and better experience on selecting an asset to edit.

Personal note.

Personal note.

This project was a definitive moment in my career. It’s one thing to design a good product, it’s another to see your strategy become a primary engine for the business.

This project was a definitive moment in my career. It’s one thing to design a good product, it’s another to see your strategy become a primary engine for the business.

Next project

Next project

© Adam Goddenyu. All Rights Reserved.

© Adam Goddenyu. All Rights Reserved.

© Adam Goddenyu. All Rights Reserved.