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Buying funds
HL has over £155 billion in assets under management, yet the account section of the website is not responsive, making it very difficult for clients to use their accounts. The brief was to improve the mobile user experience for trading in funds.










The approach
Define
I collaborated with project managers to gather the requirements and define the project goals. We then held user research sessions to get feedback from clients to learn more about user needs and behaviours by observing how they interacted with the journey. As was expected, the users found it difficult to read the text and constantly had to zoom in to read. Some users didn't know how to zoom in.
Next, we planned how the design should progress. Using data, we discovered the factsheet button was hardly used so that could be discarded to remove clutter. Users just used the fund name to access the factsheet. From this, I then produced interactive wireframes to test with clients.
Testing
During user testing, we initially used a scrollable table on mobile for the stock list, but users would click on the stock name, which took them to the factsheet, rather than scrolling to the 'deal button'. We then decided to use a card design which worked much better. The final visuals were shown to senior stakeholders to get company buy-in and then released to a small section of clients so we could iterate before a global release.

The journey from the account details to buying the fund.

The account home page using elements from the design system.

Stocks and Shares ISA page.

Fund options page.
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