Project Background
Background
“ETF Choice” is an all-in-one app for buy-and-hold ETF investors, from finding potential targets and keeping track of their stocks to sharing their progress with the community.
The Product Team's Objective
Continually optimize ETF’s data and user experience to become the ＃1 go-to app for buy-and-hold ETF investors.
Key Result
Weekly Active Users
52.9%
Weekly Downloads
45.0%
Design Process
In addition to designing interfaces independently, I facilitated the UX researcher in conducting usability testing and two in-app surveys to understand user needs and areas for improvement in the current design. Together, we discussed how users can complete task scenarios during the usability testing and brainstormed on questions to ask during the interview session. I also created interactive prototypes for users to interact with during the testing.
We used FigJam to draft the survey questions and communicate our thoughts.
Research Methods
Through usability testing, in-app surveys, feedback forms, and app store reviews, we gathered insights that guided improvements to make the app more usable and intuitive for our users.
Direct Feedback
App Store Reviews
In-App Feedback Form
(ETF Choice)
Qualitative Research
Usability Testing
Quantitative Research
In-app Survey
(ETF Choice)
In-app Survey
(Other Investment Apps)
Research Insights
01
Offering desired fields for different ETF categories will be more intuitive.
Originally, the page was divided into “Recent Performance” and “Basic Information” using tabs. However, users interested in market-cap ETFs want to see recent performance, while those focused on high-dividend ETFs look for yield and basic information. Using tabs not only risks being overlooked by users but also makes the information less intuitive.
02
Users need more advanced information to make decisions.
Information like historical ex-dividend dates, net asset value, premiums/discounts, custodian banks, and number of beneficiaries are key factors for users when analyzing ETFs.
03
The original focus on calculator functions doesn’t encourage users to return frequently.
04
The characteristics of an ETF's holdings can't be inferred from its name.
Designing the Details
01
Research Insights
02
Wireframe
03
Final UI
Final Outcome
What’s popular?
3
00940
元大台灣價值高息
994,950
+286,582
2
0056
元大高股息
1,062,259
+42,105
4
00940
元大台灣價值高息
708,368
-
1
00878
國泰永續高股息
1,248,128
+19,183
Shareholder Ranking
Dividend Statistics
