Swissquote Themes Trading
Transforming a beginner trading platform through research-driven design to empower novice investors with accessible, value-driven investment solutions.
Swissquote launched a beginner trading product with significant marketing investment, but sales fell short of expectations. Despite offering expert-curated thematic portfolios, the product wasn't resonating with target users or driving conversions. My mission: identify root causes and deliver a redesigned experience that would boost sales and satisfaction.
Project Objectives
1. Enhance Bankers' Efficiency
Reduce administrative workload, enabling focus on high value-added tasks and improving productivity.
2. Cultivate Customer Relationships
Empower bankers with essential tools to foster deeper connections and drive sales growth.
3. Reduce Development Time
Improve IT efficiency, shorten delivery times, and optimize costs while enhancing satisfaction.
Design Approach
Based on research insights, I designed five key solutions to address user needs and drive engagement.
Thematic Portfolio Discovery
Organized investments around clear, values-based themes (Clean Energy, HealthTech, Future of Mobility) rather than individual stocks. Users invest in concepts they believe in, removing the burden of individual stock selection.
→ Visual theme cards, clear risk indicators, expert commentary
Simplified Purchase Flow
Reduced multi-step process to 3 essential steps with clear progress indicators and smart defaults, minimizing drop-off during conversion and reducing cognitive load.
→ Select Theme → Confirm Details → Invest
Expert-Curated Portfolios
Each thematic portfolio created and maintained by Swissquote investment experts, building trust and confidence without requiring users to become experts themselves.
→ Expert badges, portfolio manager profiles, performance tracking
Value-Aligned Filtering
Allow users to filter themes based on personal values (ESG, sustainability, innovation, social impact), connecting emotional drivers with investment decisions.
→ Values-based tags, ESG scores, impact metrics
Mobile-First Experience
Responsive design prioritizing mobile with swipeable theme cards, bottom navigation.
