HOX

June, 2019

HOX 是一款利用数字货币交易全球股票的证券类产品。其最大的特点就是交易便捷,解决了传统投资渠道开户周期长、入金门槛高、出入金时间长等问题。我在新版本设计中主要负责配合产品经理收集用户需求、定义主视觉风格等工作。

HOX is a financial app that uses cryptocurrency to trade global stocks. It's easy to trade, which solves the problems of long account opening cycles, high thresholds for deposits, and long time for deposits or withdrawals in traditional investment channels. In this new version, I work with the product manager to collect user needs and define the main visual concept.



挑战


促进更多的交易



HOX 已经在技术上打通了数字货币和股票之间的交易,令客户可以灵活分配资产。但我们也发现还有大量潜在客户在软件使用中尚有疑惑,尤其是在入金、出金和股票交易上。本次改版就是希望解决客户疑惑,进一步地促进交易。

HOX has technically opened up the trade between cryptocurrency and stocks, allowing customers to allocate assets more flexibly. However, we found a large number of potential customers still have doubts in the use of the app, especially in deposits, withdrawals and trades. The purpose of this revision is to resolve these doubts and encourage trade.

洞察

我们通过用户访谈和社群观察来了解客户使用产品的各种习惯,下面这些是本次改版的关键洞察:

We conducted customer interviews and community observations to drive our planning phase. These are the key insights that defined the launch version of the product:





目标

基于上述这些洞察,我们决定避开头部竞品大而全的特性,转而将产品更精准地定位为低门槛的美港股交易工具。以客户入金和交易数据为主要验证标准,并由此展开设计工作。

Based on these insights, we decided to avoid the head of the competitor and position the product more accurately as a low-threshold trading tool for US and HK stocks. We take deposits and transaction data as the main verification standards, and start the design work from this.






产品结构改版

对于全新的产品定位来说,旧版产品 tab bar 下的 5 个 tab 明显过于复杂了。为此我们将其精简为 3 个,引导用户更专注于交易本身。我们还删除了资讯入口,将我的页面固定在导航栏,将交易放入资产页,同时新增了 IPO 申购和邀请送礼等新功能。

For new product positioning, the five tabs under the old product tab bar are obviously too complicated. So we have reduced it to three to guide users to focus more on the transaction itself. Besides, we deleted the news future, put my page entry homepage, put transactions on the asset page, and added new functions such as IPO and invitation.



高效开发

为了尽快能够上线新版本,设计团队只对几个主要页面进行了布局的调整,其他页面尽可能保持不变,只需适配新的前端样式。

In order to release the new version as soon as possible, the design team only adjusted the framework of a few main pages, and kept other pages unchanged.






旧版本

旧版本的设计最大的问题在于白色背景,会导致涨跌数据对比不够强烈,无法令数字一目了然。另外,整体的设计细节看上去过分精巧,若是作为文娱类产品非常有气质,但却不利于传达金融类产品严谨、安全等特点。

The biggest problem with the old version is the white background, which will cause the contrast between the rise and fall data to be not strong enough to make the numbers clear at a glance. In addition, the overall design details seem to be overly delicate. If it is a cultural and entertainment product, it is very temperamental, but it‘s not conducive to conveying the rigorous and safe characteristics of financial products.



新设计

新设计采用了纯黑色的背景(用户也可自行切换为白色主题),以及去除了旧设计多余的装饰。如此可以令信息呈现更加有序、直观,也能够令用户更加聚焦于内容本身。

The new design uses a pure black background (users can also switch to a white theme), and removes redundant decorations. This design can make the presentation of information more orderly and intuitive, and also enable users to focus more on the content.




平均日活用户提升 16%
Average daily active users increased by 16%

平均每人每日入金提升 11%
Average daily deposit per person increased by 11%

用户首次入金提升 21%
First deposit increased by 21%

上述数据来自产品发布 2 个月后的统计数据。更明确的产品定位和设计令用户能够更轻松地完成交易,达成数据的增长。但对于 HOX 来说,这些进步才刚开始。

These are the data two months after the product was released. Clearer product positioning and design make it easier for users to complete transactions and achieve data growth. But for HOX, these advancements have just begun.

客户评价

除了数据的提升外,我们也在发布后收到了不少客户的肯定:

In addition to the improvement of data, we have also received positive comments from customers: