Alvexo
Trading Platform
Alvexo is a trading platform for stock brokers, traders and investors. It offers clients an array of trading solutions, such as Cryptocurrency, Stocks, and Commodities, all while providing assistance, tips and tricks on how to invest wisely.
Client
Brokers in their mid 30s-40s, residing in the UK and France, who require a beginners trading platform before diving into the trading world and the Stock Exchange.
My role
UX/UI Designer. I was able to create a brand that is recognizable by implementing a new color schema, font changes and an overall UX/UI language makeover.
Brief
Create an entirely new look and feel for the platform’s Homepage, in partnership with the Norwich Soccer Team.
KPIs
- 10% average qualified leads.
- 50% of users purchase CFDs monthly.
- 20% daily returning users.
- 1,000+ unique visits daily.
- Bounce Rate lower than 20%.
Challenge
Emphasizing and maintaining the Alvexo brand, while displaying the Norwich Soccer Team at the front of the Homepage, and making the page as appealing as possible. Effectively and subliminally merging the partnership between the Alvexo brand and the Norwich Soccer Team.
Solution
I used a high-definition image of one of the soccer team’s highlights and placed it in the Hero Section of the Homepage. I then blended it seamlessly with the Alvexo brand, its color schema and the general UX/UI language.
My Design Process
Research
Define
Ideate
Prototype
Final UI
Research
Research focused on depicting the Norwich Soccer Team in the Homepage Hero section by deciding the correct image placement and discussing how to best present the Hero Section and have it appeal to the platform’s audience. The page hierarchy and overall design was heavily researched.
Competitors
Etoro – an Israeli-based social trading and multi-asset brokerage platform that focuses on providing financial and trading services.
Plus500 – a global FinTech firm providing online trading services in CFDs, in more than 2,500 financial instruments.
Persona
John Litgo
Age: 38
Status: Married + 2
Occupation: Novice Financial Broker
Residence: UK
John is a married man with 2 children, and his life consists of a well-defined daily routine which he enjoys and beautifully balances between his work life and his social life. John is content, but every now and then he desires changes and thrills that aren’t too risky. He works in Finance, so he knows how to trade in the Stock Market. However, because John is new to the trading business, he is looking for a platform that will help him along, provide insight as to when and where to invest his hard-earned money, and give him a sense of security and greater knowledge as he navigates the Stock Exchange Trading sea.
UX Design
User flow
The user’s journey begins by reaching the Alvexo Homepage via banners or search engines. From the Homepage, the user will log in or create an account. Once the user is verified, he will be able to navigate and interact with the various trading platforms and instruments that Alvexo provides. The user will find reliability and regulatory information, and most importantly – he will discover how easy it is to trade using Alvexo’s platform.
Wireframes
I created Hi-Fidelity Wireframes based on the user flow to make sure the final design meets Alvexo’s standards and requirements, as well as remains appealing and beautiful.
I began with the Hero Section of the Alvexo Homepage which required an impressive, High Resolution image of the Norwich Football Team, and which combined the Alvexo brand color schema. The Homepage needed to remain very simple and easy to navigate, with a minimalistic design and as little text as possible in the Hero Section. While scrolling through the Homepage and onto the separate pages in the site, the design needed to integrate seamlessly throughout.
The UX process consisted of maintaining the simplicity and appealing aspects of the site. This is due to the fact that Alvexo contains large amounts of data analysis and other information which might perplex the average user, and therefore, the Homepage had to remain simple, elegant, organized, and appealing.
Final UI Design
Typography
Main Font – Lato – A simple yet powerful font that communicates a calming and ensuring feeling of trust, reliability and approachability.
COLORS
I used the main Blue color of the Alvexo brand and incorporated the Norwich Football Team’s color schema – Yellow and Green.
I planted a powerful High Resolution image of the team, and in the background I added a soccer field with the Alvexo brand banner ads – which is also how I managed to seamlessly merge the partnership between the team and Alvexo subliminally.
Reaction
The newly-designed site was positively received SEO-wise, with many new site visitors of different and unexpected backgrounds, such as women in their 40s and men in their 20s, who normally don’t interact with trading platforms. Mostly, it brought the audience Alvexo is targeting, with the majority of visitors arriving via banners stationed in other financial-related sites.