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Share dealing
Share dealing is a major part of the business, with HL holding over £55 billion in client money and visits averaging 850k per month. It had been a number of years since the old page had been reviewed and over time the needs of both the business and the users had grown and evolved.
We proposed a full UX review and user testing project to step back with a fresh perspective to ensure users were able to make a trade with well informed investment information.
The discovery phase
Define
As one of the leading trading platforms for shares in the UK, this page needed to provide all users with the information required. This could be experienced investors and people new to investing. We contacted a large number of active clients to understand how they used the page and what was important to them. We also held user research sessions with people with little share dealing experience.
User research
From the user research gathered, and with Adobe Analytics, we understood that experienced investors mainly used the page to keep up to date with the latest prices and fluctuations in the market. These users would also use the news section of the website to read the insights from HL on global companies. Some of the clients we talked to who had less experience in share dealing were more familiar with trading in funds which compromised of a spread of shares. These clients valued the research from HL and were drawn toward their recommendations.
Prototypes
We were unsure of the best approach to design the tabs for mobile devices, so decided to test Select Menus, a button showing the tabs that overflowed, and scrollable tabs which we discovered worked the best with our users.
Shares landing page on mobile devices.
Shares landing page on desktop devices.
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