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