Intent-based trading: driving growth and performance through behavioral design.
Redesigned the trading automation wizard by aligning syntax logic with user intent, resolving critical UX friction and driving activation and growth.
Capitalise.ai
A B2B2C, no-code, text-based trading automation & analysis platform, founded to democratize trading automation and made accessible for traders without coding skills (years before the LLM boom).
Redesigning the core automation wizard to drive trader activation.
The product strategy was designed to secure top-tier broker partnerships, a goal it successfully achieved. While this resource allocation was understandable, it came at the expense of the end-user experience.
Increased core user flow task success rate.
Raised average trader profit.
Total trading volume.
The focus was on the brokers, not the traders.
Trading volume stalled at ~$10K against a ~$200K expectancy. The product's core flow of running live automated strategies was flawed. Traders weren't actually trading.
Isolating the friction point, where the wizard is failing.
Mixpanel setup was misconfigured, I audited and implemented relevant tracking paths, following up with in-person usability testings.
Core user flow event tracking
Usability testing - Main learnings
In-person5/5 Participants:
It was English, but it wasn't natural language.
Providing clear, actionable contextual guidance will help traders confidently execute live automated strategies, increasing trading volume and reducing churn.
Aligning the syntax logic with user-intent.
Transformed the suggestion system to contextual, full sentences paired with secondary helper text to guide traders as they write. Added indicative & adaptive helper text for all user states.
Auto suggestion, completion & prediction
Guiding the traders from the very first encounter with the interface.
Smart textual indicator
Adaptive helper text, that clarifies to the trader how to progress.
Informative error handling
Allowing to quickly fix mistakes and teaching the appropriate syntax.
Improved edit mode
Adding suggestions to replace, and better experience on selecting an asset to edit.
Personal note.
This project was a definitive moment in my career. It's one thing to design a good product, it's another to see your strategy become a primary engine for the business.
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