STOCKEDGE FACELIFT
Design System | Restyling | User Experience
PROJECT OVERVIEW
StockEdge App Redesign: Improving First Impressions, Feature Discovery & Conversion
PROJECT GOAL
To transform StockEdge’s complex, feature-rich app experience into a modern, intuitive, and conversion-focused journey by simplifying navigation, improving feature discovery, and making key actions easier to access through clean structure and visual storytelling.
THE CHALLENGES : Simplifying a Feature-Rich Fintech App
StockEdge is a stock analytics platform serving traders and investors — from beginners building financial literacy to experienced users relying on advanced market analysis
The app's growing feature set created friction around navigation, discoverability, and ease of use. Beginners found it intimidating; experienced users needed quick access to powerful tools and market insights.
My challenge: redesign the experience so StockEdge felt more approachable and structured — without compromising the depth that power users depend on.
The redesign focused on two key goals
User acquisition
Make the app easier for beginner-level users to understand and enter
Feature discoverability
Help users quickly find relevant tools, insights, and actions across the app
This required balancing user needs, business goals, and the complexity of a data-heavy fintech product.
MY ROLE
I was initially the first member of the UX UI Design Team of the StockEdge App until the present days
where we are a team of 4 people. During this project I led the Product Design - User Experience (UX) and User Interface (UI) - for the entire revamp. I also receive constructive feedback from others two fellow designers in order to improve and get other perspectives about what I was designing.
MAIN TASKS
1. Customers Insights & Ideation
2. Building the Project Vision
3. Planning and scope definition
4. Research and Interviews
5. Design Execution and validation
Five things I took away
Reflections from redesigning a complex fintech product — on trust, depth, collaboration, and conversion.
Fintech design demands clarity above all
Financial products must feel reliable before they feel powerful. Users won't engage with features they don't trust. Clarity isn't polish — it's a core design requirement.
Simplifying ≠ removing depth
Reducing friction means hiding complexity behind good structure — not deleting it. The challenge is making advanced features feel effortless to discover, not eliminating them.
Collaboration with developers shapes better decisions
Early alignment with engineers surfaced constraints that redirected design choices before they became blockers. Involving dev early made the final handoff smoother and faster.
User goals and business goals must point the same way
When design serves both the user and the business simultaneously, outcomes are stronger. The best solutions here weren't tradeoffs — they were alignments.
Dashboard design is a conversion lever
A well-structured dashboard doesn't just look good — it directly influences how users explore, build confidence, and convert. Layout is strategy, not decoration.