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Odin Dashboard
UX/ UI Case Study
Product Design
Sharesight's portfolio tracker
The challenge
Financial data can quickly get cluttered and dense with an overwhelming amount of information rapidly changing especially for users just starting out. How can information be displayed in an understandable, organized, and legible format as well as promote an atmosphere of learning?
Project type:
UX case study
My Role:
Design challenge
Date:
Aug 2022
Overview
Odin is a social financial portfolio and investment app for mobile and desktop. Odin provides features a financial portfolio app would have such as making investments, and providing statistics about how your investments are doing, while including social media features to cultivate a learning community, especially for those who are new to the investment world.
Research
The main categories of users that use fintech apps are:
Young people who are still trying to figure out whether the stock investment game is for them.
Professionals who value their time and want to have a quick in and out experience.
Tech-savvy users who want to have all of their information and statistics in one place.
According to Statista, in 2018, Millennials took up a large part of the user base for online stock trading.
The focus in this project will be the less experienced users who are looking to grow their confidence and gain more insight into the investment world
First-time investors who have very few skills but wish to start their trade journey right away.
Persona
Understanding the persona
Although the market crash on March 18 hurt many investors, it also convinced plenty to enter the market and begin investing for the first time.
“Gen Z and millennials were much more impacted by job losses and (there’s) a need to supplement income, (for example) 33% of millennial and Gen Z workers lost their job due to Covid-19, compared to the 9% of Gen X workers.”
In anticipation of future growth, Silver also added that he believed fintech apps could be improved with a greater volume of educational resources for new users.
Miller said many questions submitted by users in the past few months suggest increased interest in investing. Common concerns, he said, include finding “the best stock to invest in,” and stocks with the highest growth potential during the pandemic.
According to an Albert (Investments) spokesperson, “during early parts of the pandemic (the app) saw a huge spike” in its Genius feature, which allows users to send questions to professional financial advisers.
The US has one of the highest rates of adoption for stock trading, with over 50 percent of the population owning stocks. The proliferation of zero-commission stock trading apps has also enticed a new generation into stock trading at a younger age.
Competitor Analysis
Acorns is being praised for their educational content making it a popular app for new investors.
Robinhood has limited customer support.
ETrade's website is difficult to navigate.
Searching popular financial app reviews, the main problems users have is a lack of customer support, lack of educational content, or navigation issues- trouble navigating and finding the tools they need
Problems
There is too much text information listed in the chart at once, and little visual aids to break up the information
For first time investors and younger generations, the fintech field can be intimidating and difficult to understand without educational tools.
Ideation
Build a dashboard that visualizes data into graphs and charts to help organize and present data in an easily digestible manner.
Promote collective learning by blending fintech with social media, allowing for friends to start conversations about what stocks they're trading, what stocks they're looking out for, and what articles they found insightful for picking their next investment.
Design
The idea behind blending social media with finances is so it cultivates a learning community and makes the task of learning everything about stocks/ financial data less daunting. The marketplace feature allows the user to view what their friends are investing in which can spark a conversation educating why that person chose to invest in that specific stock, and creating a group learning experience. The activity feed promotes the same idea in being able to view what companies your friends follow to help gain access to more relevant educational content.
The personal portfolio section includes an overview graph of how your investments have been doing over a period of time, a list of active investments showing its gains/losses, and a watch list of potential investments the user may want to monitor before committing.
In the analytics section it shows a deep dive of how the users portfolio is diversified.
User reports show a user’s history of current and past stocks they’ve invested in, how much they bought it for, and a graph that shows the stock performance while they owned shares in that company.
Saved reports are downloadable packaged PDF reports showing detailed information about your portfolio, how it was diversified at that time, and how your investments were doing.
Aligning business and user goals
Confidence
The immediate goal is to give confidence to new users that they can learn with people they trust about the investment world.
Specialized Advice
A long term goal could be to provide a premium plan to get specialized advice from professionals based on personal goals.
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