Lead UX Strategy: Defined user journeys, task flows, and experience principles.

UI Design Ownership: Designed modern, scalable UI components aligned with Edelweiss' brand.

Design System Creation: Built a design library for consistency across app modules.

Cross-functional Collaboration: Worked with Product Managers, Business Analysts, and Engineering teams.

User Research & Testing: Conducted usability tests and translated findings into design improvements.

Despite being feature-rich, the older Edelweiss Trading App faced three critical issues:

Complex Navigation: Users struggled to find key features like "Place Order," "Portfolio," and "Watchlist."

Performance Gaps: Delays in loading charts, live market data, and trade execution created trust issues.

Outdated UI: The design felt dated and did not reflect the simplicity expected from modern fintech apps.

User Retention: As a result, user retention dropped and onboarding new traders became difficult.

We defined the following goals for the redesign:

Seamless Trading Experience: Reduce steps to place, track, and manage trades.

User-Centered Design: Cater to both first-time investors and pro traders.

Modern, Scalable UI: Refresh the design with clean, simple, and accessible interfaces.

Enhanced Trust: Ensure reliability, speed, and transparency in user interactions.

Personalization: Provide insights and smart recommendations based on trading behavior.

We identified 3 primary user groups:

Beginner Investors (Age 22–30): Recently started trading. Need simplified onboarding and education. Key needs: clarity, guided investing, fewer jargon terms.

Active Retail Traders (Age 28–40): Trade daily in equities, F&O, commodities. Need speed, advanced charts, and instant execution. Key needs: customizable dashboards, technical indicators.

Long-term Investors (Age 35–50): Focused on SIPs, mutual funds, and wealth building. Key needs: portfolio view, performance tracking, advisory insights.

We followed a structured design process:

🔹 Step 1 – Research & Discovery Stakeholder workshops to define business goals.
Competitor analysis (Zerodha, Upstox, Groww).
User interviews with 25 participants across all segments.

🔹 Step 2 – Defining Experience Principles Simplicity first – easy navigation and actions.
Speed & trust – no lag, quick confirmations.
Scalability – design system for future expansion.

🔹 Step 3 – Wireframing Created low-fidelity wireframes for navigation flows (Watchlist → Order → Portfolio).
Validated with users via clickable prototypes.

🔹 Step 4 – Visual Design & Design System Defined a color palette balancing Edelweiss' corporate identity with modern gradients.
Built reusable UI components (cards, buttons, charts, dropdowns).
Used a grid system to ensure consistency across screens.

🔹 Step 5 – Usability Testing Tested with 15 users (new & existing customers).
Collected feedback on clarity, ease of use, and trust perception.
Iterated designs based on real-world feedback.

🔹 Step 6 – Final Delivery & Handoff Created a Figma component library.
Delivered specs and design tokens to the development team.

Key design highlights of the Edelweiss Trading App:

Dashboard UI: Personalized market overview with clean, modular widgets.

Watchlist UI: Clean interface with easy access to "Buy/Sell" actions.

Order Placement Flow: Simplified, 2-step process for faster execution.

Portfolio UI: Visual performance tracking with graphical insights.

Dark Mode: Designed for pro traders who use the app extensively.

Modern Design System: Scalable UI components with Edelweiss brand identity.

Key challenges we faced during the Edelweiss Trading App redesign:

Balancing simplicity with advanced features – Pro traders demanded advanced charts, but beginners wanted simplicity.

Data-heavy interfaces – Stock markets involve real-time data streams, making design scalability crucial.

Tech limitations – Ensuring speed with heavy data APIs was a constant challenge.

Regulatory compliance – All flows had to adhere to SEBI guidelines.

Key learnings from the Edelweiss Trading App project:

Designing for trust is as important as designing for usability in fintech.

Progressive disclosure (showing basic info first, advanced features on demand) worked best for mixed user groups.

Usability tests early in the cycle save months of rework.

A design system ensures consistency and accelerates future product development.

Future enhancements planned for the Edelweiss Trading App:

AI-powered insights: Smart alerts for trading opportunities.

Voice-based trading: Accessibility for differently-abled users.

Gamification: Beginner-friendly rewards to encourage learning.

Personal finance integration: Beyond trading, enable wealth tracking (loans, insurance, goals).

The redesigned Edelweiss Trading App successfully improved user engagement, reduced churn, and created a modern trading experience.

It stands as a strong reference point for building scalable, user-first fintech products.

→ Share your thoughts and feel free to get in touch.