Cotify: Getting Beginners Past Analysis Paralysis
Redesigned stock discovery to simplify complex financial data for retail investors.
Role: Lead Product Designer·Team: 1 PM, 3 Devs·Tools: Figma, Miro, Hotjar
The PM set the goal and the timeline. How the data was presented was mine: what a beginner sees before a raw number appears, and which component carries each level of detail. Some of those components were new and went into the design system.
Context
Brief
Cotify is a quoting feature for retail investors on PPI's platform. The goal: empower clients with low financial literacy to generate and understand investment quotes independently. More autonomy, more trust, and more operations.
- Discovery with business and customer support teams
- UX flow definition and friction-point mapping
- Interactive wireframes and rapid testing
- UI design and system consistency across PPI
- Developer handoff and support during implementation
Research
Who we designed for
Two investor archetypes with a common pain point: analysis paralysis. Users want to see the trend immediately, not just raw numbers.
Design
The solution
A modular, distraction-free interface that surfaces relevant financial data progressively, from sector overview down to individual stock performance.
Outcome
Impact
After launch, BI showed investment activity rising, and the lift concentrated in exactly the segment the redesign was built for: the users with the least financial literacy, who until then invested least and least often. A Hotjar survey, users rating the changes from 1 to 10, matched what the numbers showed.
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