How to design the integration of trading app on Yahoo Finance
It happened a year ago. Don’t ask my why it took me a year to finish this writing. That is a very long story, which I am probably going to publish it later.
Let’s focus on this one first.
Here we go:
A year ago, I got an interview with a financial startup. At the last round interview, I was asked to design what is integration like for a trading app on Yahoo Finance.
Below was what they wanted:
“In light of our new product in the pipeline that allows end users to open brokerage accounts as a native experience and based on your review of Yahoo Finance, what recommendations do you have for how an end user would access the account opening workflow from the existing Yahoo Finance build? What ideas do you have? How would that work? Please come up with a concept or two and define them.”
Within a few days, I delivered an Yahoo Finance app UX audit and also hi-fidelity mockups for blue sky ideas.
What is the current integration like?
User click buy/sell, and then get to see “select broker accounts” page
Pros: The assumption is buy/sell is the most important call to action at this page. So only showing users the most important thing one step a time helps users learn how to use app to trade more easily.
Cons: no of visibility of the “link broker”, lack of consistency with the other entry point at my profile page
Consider to replace “buy and sell button” with “ Link broker accounts to start trade”
Consider to show a pop-up message
to invite users link broker accounts right after they follow/favorite/share a stock.
From the user journey map, users more likely react positively to the pop-pop message when they perform follow/favorite/share actions.
Link broker accounts are not prominent enough.
Consider adding a different visual treatment to draw
Users’ attention.
Lack of visibility on the home page:
- Consider pushing pop-up message
- Consider adding a clear call to action on the homepage
- Consider adding a banner
- Consider adding a tab for open accounts
The Solution
Human is visual animals. Instead of listing the names, using logos, which are are more visual. It not only enrich visual interests, but improve usability as well.
My Proposals
I presented my proposal to VP of product and PMs, they loved it so much and I almost feel like they were going to implement the concept right away. They were like “ We were discussing the integration experience with Yahoo Finance a few days ago, they were mentioning similar things, let’s review it with engineers.” They brought engineers in the room and we started discussing tech capability. That was good to hear, it seem to me that I had the same vision as what Yahoo Finance team had.
Result?
During that interview process, I got another offer on the table which seemed more interested to me and I ended up taking that offer. Although I didn't get to see my concept was implemented or not, the key take-away from this experience is it built up my confidence, or at least having similar kind of tastes as the experts at Yahoo Finance team.
