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Case Study SaaS


User Focus Excerpt


Usability Focus Excerpt

Case Study SaaS

Due to non-disclosure agreements, I am showing only exceprts of my work. I have omitted client details. All information in this case study is my own and reflects my own concepts of the client's product. The project is still a work in progress.


My client has a growing fintech startup business. As part of his service portfolio, this website platform was developed for the stock market niche, focused exclusively on top AI technology for news, market predictions and historical analysis.

At this stage of business development, a redesign was essential and necessary to optimize the initial product. Our main goal for this complex project was to increase the levels of usability and optimize UX and UI design of the website, while also developing a brand and communication strategy to convert more visitors into loyal active users.


In terms of design, information architecture and usability, the stock market niche presents quite a challenge on its own, as it is a very specific field in finance with its own language and operations structures, as well as a custom user target with specific needs and expectations towards the final product.

There were numerous challenges to solve on a strategic, conceptual, visual and technical level.

The main focus was:

1.  Build an information architecture, helping users find content and complete tasks
2. Enhance usability and dashboard customization features, giving more control to the user
3. Increase user engagement


Exploring the user base and narrowing down a target user segment helped gain deep insights into the user needs, requirements, and expectations. While the evaluation of the existing platform and the creation of user journey maps, helped define optimization goals and future requirements on features and content design.

Understanding the user was connected to a certain level of difficulty due to the higher financial profile and the stock market specifics. So, first up there was the need to research this field to be able to understand the challenges users face.


Embracing business growth required solutions to numerous technical and content problems. And this process in one area, highlighted new strategic and conceptual issues in another. So, an interdisciplinary approach was necessary to overcome the gaps.

The discoveries revealed the primary necessity to develop the user experience and user interface on the homepage and perfect the customization features. But also ensure the ease of usability and solve the content problems for secondary landing pages.


Since retention rates were a topic as well, the deep insights revealed the need for motivating triggers or a "call to action" of certain form for the use of the customization settings for stock screeners and signing in to personal user accounts, which would allow for a higher level of user experience personalization and increase retention rates together with the optimization of the content strategy.

The initial state of the platform required the user to make efforts or to be experienced and proficient in the use of stock screeners for market analysis, which resembles only one of the targeted user segments.

Structuring stock data, ensuring accessibility of information and prenavigating the experience for both user segments on the homepage was the next design goal to raise ease of usability and reveal a clear content hierarchy to set the agenda for more unexperienced users.

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