Augmenting the search experience for investors
Avanza
UX & UI
2023
Challenge
Align and improve the search experience on all platforms.
- All the 3 platforms had a different design.
- The tech team was consolidating the legacy technologies into a single one.
- Opportunity to align and further develop the search design.
Methods used
To gain better insight into actual usage of the search feature, we used the following methods:
- Quantitive data analysis
- Continuous qualitative user research
- An unmoderated test
- Expert interviews
- Live beta test
Key Insights
Inexperienced investors…
- Don’t know what to write in the search field, or make spelling mistakes.
- Don’t necessarily know what they want to buy when they search, but have an idea of industry.
Experienced investors…
- Know exactly what they want to buy when they search.
- Quick transactions are important for them.
Some popular searches produced results where users had to scroll far down to click
- Because of the ordered list structure.
- Because of how the ranking worked in the back-end.
Final Design
Changed from a sectioned to a mixed list, enabling better positioning of results
- The most relevant results appear at the top of the list
- Helps users find what they are looking for without having to scroll.
Final Design
Added filtering to find what you’re looking for quicker
- Gives a better overview of the different types of results when there is a long list.
- Get to the results they want without having to scroll through a long list.
Augmenting the search experience for investors
Avanza
UX & UI
2023
Challenge
Align and improve the search experience on all platforms.
- All the 3 platforms had a different design.
- The tech team was consolidating the legacy technologies into a single one.
- Opportunity to align and further develop the search design.
Methods used
To gain better insight into actual usage of the search feature, we used the following methods:
- Quantitive data analysis
- Continuous qualitative user research
- An unmoderated test
- Expert interviews
- Live beta test
Key Insights
Inexperienced investors…
- Don’t know what to write in the search field, or make spelling mistakes.
- Don’t necessarily know what they want to buy when they search, but have an idea of industry.
Experienced investors…
- Know exactly what they want to buy when they search.
- Quick transactions are important for them.
Some popular searches produced results where users had to scroll far down to click
- Because of the ordered list structure.
- Because of how the ranking worked in the back-end.
Final Design
Changed from a sectioned to a mixed list, enabling better positioning of results
- The most relevant results appear at the top of the list
- Helps users find what they are looking for without having to scroll.
Final Design
Added filtering to find what you’re looking for quicker
- Gives a better overview of the different types of results when there is a long list.
- Get to the results they want without having to scroll through a long list.
Final Design
Prioritized helpful data over seldom used buy/sell button
After testing, getting feedback, and internal discussion, we removed the buy/sell buttons and used this space for helpful data
Added more guiding data on search results
- Type of security was added to the results to replace section headers.
- The industry was added on stocks and type of fund was added on funds.
Outcome
After receiving positive first reactions and feedback from the Beta testers, we released the updates to all users on Avanza.
After the release, we continued to hear positive feedback, and did not receive any complaints or major negative feedback about the changes.
Augmenting the search experience for investors
Avanza
UX & UI
2023
Challenge
Align and improve the search experience on all platforms.
- All the 3 platforms had a different design.
- The tech team was consolidating the legacy technologies into a single one.
- Opportunity to align and further develop the search design.
Methods used
To gain better insight into actual usage of the search feature, we used the following methods:
- Quantitive data analysis
- Continuous qualitative user research
- An unmoderated test
- Expert interviews
- Live beta test
Key Insights
Inexperienced investors…
- Don’t know what to write in the search field, or make spelling mistakes.
- Don’t necessarily know what they want to buy when they search, but have an idea of industry.
Experienced investors…
- Know exactly what they want to buy when they search.
- Quick transactions are important for them.
Some popular searches produced results where users had to scroll far down to click
- Because of the ordered list structure.
- Because of how the ranking worked in the back-end.
Final Design
Changed from a sectioned to a mixed list, enabling better positioning of results
- The most relevant results appear at the top of the list
- Helps users find what they are looking for without having to scroll.
Final Design
Added filtering to find what you’re looking for quicker
- Gives a better overview of the different types of results when there is a long list.
- Get to the results they want without having to scroll through a long list.
Final Design
Prioritized helpful data over seldom used buy/sell button
After testing, getting feedback, and internal discussion, we removed the buy/sell buttons and used this space for helpful data
Added more guiding data on search results
- Type of security was added to the results to replace section headers.
- The industry was added on stocks and type of fund was added on funds.
Outcome
After receiving positive first reactions and feedback from the Beta testers, we released the updates to all users on Avanza.
After the release, we continued to hear positive feedback, and did not receive any complaints or major negative feedback about the changes.