Scaling Daily Investments to a 79 NPS
Redesigned a fintech core platform to bridge the gap between novice and expert traders — turning complexity into confidence.
Role: Lead Product Designer·Team: 1 PM, 4 Devs, 1 QA·Tools: Figma, Maze, Amplitude
Context
Brief
Daily Investments is the core trading module of PPI's platform. The product had grown organically — layering features without revisiting information architecture. New users felt overwhelmed; experienced traders wanted speed. We needed to serve both without splitting the product.
- Stakeholder interviews across sales, support, and compliance
- Competitive audit of 6 trading platforms
- User journey mapping and pain-point prioritisation
- Progressive disclosure framework for multi-level traders
- Component library overhaul aligned with design system
Research
Understanding the friction
Two user segments, one shared frustration: the platform asked users to know what they wanted before they understood what was available.
of new users abandoned onboarding before making their first trade
more clicks to place a trade compared to direct competitors
NPS score before redesign — a clear signal that trust was eroding
Design
The solution
A progressive interface that adapts to expertise — surfacing just enough data for beginners while keeping depth accessible for power users.
Progressive disclosure
Key metrics visible first. Advanced analytics, order types, and technical indicators unfold as users need them — never hiding, never overwhelming.
Contextual guidance
Inline tooltips and micro-copy explain financial jargon at point of need. Users learn the product while using it, reducing support tickets by 35%.
One-tap trading
Reduced the trade flow from 6 steps to 2. Defaults are smart, confirmations are clear, and undo replaces the anxiety of irreversible actions.
Unified watchlist
Collapsed three separate views into a single, configurable watchlist with column customisation — serving beginners and experts in the same surface.
Outcome
Impact
Within three months of launch, the platform's NPS jumped from 41 to 79. Trade volume grew 40% as onboarding friction dropped. The progressive disclosure model became a design pattern adopted across other PPI products.
Cotify: Reducing Investment Analysis Time by 20%
Redesigned stock discovery to simplify complex financial data for retail investors.
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