Redesigning the professional trading section of the Ramzinex platform with the aim of improving the user experience and system efficiency for professional users.
The main goal of this project was to optimize the professional trading section for users who needed more sophisticated tools and more possibilities to analyze and perform transactions in the digital currency market. Due to the rapid growth of the market and the demand of professional users, the need to improve this sector was felt more than before.
The following personas were obtained for the Ramzinex platform through analysis of marketing data, user interviews and questionnaires.
In general, in terms of trading abilities and needs, they can be divided into three categories: beginner, intermediate and professional.
This group of users mainly needed simple and understandable tools to carry out their transactions.
This group of users were looking for more specialized tools, such as execution of various orders (such as Limit and Stop-Loss), leveraged trading, margin and OCO.
First, we received feedback from users about our trading needs and tools through questionnaires and periodic surveys, then after facing complaints and negative feedback, we also arranged direct interviews with users that were usually experienced traders with more detailed trading needs.
Many professional users complained about the lack of advanced tools, and more novice users complained about the complexity and lack of proper guidance.
Using the data obtained from users’ use of the platform, we analyzed their behavioral patterns (using Clarity and Google Analytics tools). The main focus was on user behavior and quantitative data on the use of the professional trading section.
Through the data, we realized that a lot of time is spent searching for information and using available tools, and generally the transaction is not completed. Platform churn rates were high among professional users, especially during peak market moments, indicating that the platform was not meeting their needs.
We reviewed similar and competing platforms (Kucoun, Binance, Wallex, Nobitex, Bitpin) that offered a better professional user experience. This analysis included evaluation of available tools, command execution speed, and user interfaces on other platforms.
International competitors were using more advanced tools for professional trading as well as customized dashboards. And Iranian competitors were equipped with more tools with a relatively simpler user interface. These features attracted the attention and attraction of professional users to competing platforms.
Usability tests were conducted with a small group of professional users. These tests focused on the performance of the platform (on the available features of the platform) and the overall experience of users when trading.
During these tests, professional users stated that the design of the old user interface of the platform is too complicated and the existing tools have many limitations. Also, the speed of execution of commands was not satisfactory for professional users.
Estimated user journey map before redesign based on above feedback and tests:
The professional trading section of the Ramzinex platform failed to meet the needs of professional users due to the lack of adequate tools for analyzing and executing professional trades. This issue caused many users to look for alternatives in foreign markets and find the user experience in Ramzinex insufficient.
The new design was done with a focus on minimalism and the use of modern design patterns. Complex elements were removed or simplified, and more white space was added to pages to increase readability and reduce visual fatigue. Navigation was redesigned so that users can easily move between different sections. Access to guidance and informative information was also improved.
According to the needs of users, we added professional features such as stop loss, leverage, margin and OCO to the professional trading section.
Technical improvements to reduce lag during high market traffic times to increase the satisfaction of professional users.
The initial results were evaluated after three months of redesign implementation and showed significant improvements in all key indicators.
After implementing the changes and updates, the satisfaction of professional users increased significantly. Surveys showed that the percentage of professional users’ satisfaction with the overall experience of the platform increased, and this increase in satisfaction was directly related to improvements in the user interface, increased speed, and new trading features.
Due to the improvement in order execution speed and advanced analytical tools, the volume of transactions in the professional sector increased on a daily basis. The volume of transactions was significantly higher than the period before the redesign, and users traded more confidently and comfortably on the platform, which led to the growth of the volume of transactions.
Platform churn rate among professional users decreased significantly. After experiencing the new user interface and advanced features, users were less likely to look for alternative platforms.
Some of the users who had not used the platform for some time returned and became active users.
By upgrading the platform and improving the user experience, the attraction of new professional users to the platform increased. Marketing and advertising campaigns after the redesign also played an important role in this increase. The number of new professional users in the three months after the redesign was higher than in the same period before.
Estimated user journey map after redesign based on feedback and tests:
