Traders Eco
Overview
Increased average session time by 10% and boosted product ratings from 1.7 to 3.2 by redesigning Traders Eco’s Fund Portal, the company’s most profitable product with 160,000+ users, to make performance tracking simple and intuitive.
Approach
Collected insights from support tickets, surveys, and user interviews to uncover pain points.
Validated findings with internal teams and aligned on priorities.
Co-created solutions with engineers to ensure feasibility from the start.
Built prototypes in Figma, tested with traders, and iterated based on feedback.
The problem
Traders Eco offered four solutions for retail traders, and the Fund Portal was the most profitable, where users could get funded accounts and track performance.
Before I joined, the team had spent almost a year improving UI and adding social features. But the initial launch of the new portal failed:
Product ratings dropped
Usage decreased drastically
Users struggled to track performance and ignored new social features
Background
My process
Empathize
Talked to support and categorized tickets.
Sent out a survey to our user base of 160,000 customers.
Conducted over 10 user interviews.
Define
Hypothesis: “The primary need of traders is to track their performance.”
Validated with support and stakeholders.
Ideate
Brainstormed solutions.
Brought engineers into discussions early.
Prototype & Test
Started with low-fidelity wireframes to define layout and hierarchy.
Created interactive prototypes to simulate real user flows.
Conducted usability testing sessions with traders to validate navigation and feature clarity.
Iterated on design based on user insights before handing off to development.
Final designs
Impact
👉 Average session time increased by 10%, showing higher engagement with the redesigned portal.
👉 Product ratings improved from 1.7 to 3.2, reflecting a better user experience and satisfaction.
👉 Navigation and performance tracking became easier, helping traders stay focused on their goals instead of struggling with the interface.
Learnings
Focus on what matters most: The old redesign failed because it prioritized social features over traders’ main need - tracking performance. Talking to users made that crystal clear.
Improve, don’t reinvent: I kept the experience familiar but simplified navigation and made core tools easier to use.
Bring everyone in early: Getting engineers involved from the start helped us make smarter decisions and avoid rework.
Prototype, test, iterate: User feedback during prototyping surfaced issues early, saving us time later.
Launch isn’t the finish line: Post-launch check-ins and education were key to boosting adoption and keeping users happy.
