YEAR

MAR 2023- MAY 2023

ROLES

Product Owner

Trade Faster, Explore More, Act Instantly

WOO X Trading experience revamp

RESPONSIBILITY

UR, workshop, UX strategy, Design direction, Prioritization, OKR alignment

TEAM

1 Product Designer, 2 Front-end Developers

In response to extensive trader feedback, I led the end-to-end revamp of WOO X’s mobile trading experience—owning research, strategy, and design direction. Through interviews and competitive analysis, we defined a “First-view Trading” approach that integrates K-chart, order book, and order entry in a single view with higher information density. Post-launch, user satisfaction jumped from 3.5 to 4.71.

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INITIATE

Define OKRs & Direction

In 2023 Q1, I brought together key stakeholders—including our founder, CPO, and core trading team members—for a strategic workshop. The goal was to align on priorities and set measurable objectives for improving the mobile trading experience. Through collaborative brainstorming and prioritization exercises, we defined three focus areas:

Before trading, help users better identify trading opportunities
During trading, enable seamless execution once opportunities are found
After trading, provide clear tools to review and adjust positions post-trade

These OKRs became the foundation for our research plan and guided every decision in the redesign process.

OKR developed based on aligned trading behaviors

ASSUMPTIONS

Build Hypothesis

Research hypothesis

With the three OKRs established, I formulated research hypotheses to validate with active traders:

Compared to competitors, WOO X’s mobile trading UX requires more time for active traders to discover and capture opportunities.
Most active traders already get used to the standard trading UX provided by key competitors.
Traders prefer having all critical information and actions—chart, order book, and order entry—available in a single view.

These hypotheses shaped the design of our interviews and usability tests, ensuring that the research addressed our strategic objectives directly.

More time to discover and capture opportunities

Competitors built standard experience

Single view to have all critical info

VALIDATE

Testing through User Interviews

Research methods & steps

I used a screening survey to recruit a diverse group of traders (novice, intermediate, and expert) to reflect different decision-making patterns and trading frequencies. Through structured interviews, I guided participants through their end-to-end trading journey—discovery, execution, and review—while probing for pain points, tool preferences, and mental models. For instance, during the interviews, I asked participants to perform real trading tasks on competitors and on WOO X to observe how users responded to opportunities, what slowed them down, and how they reviewed positions afterward directly on competitors and our trading experience.

Participants: 5 active traders (2 internal experts, 3 VIP users); screened via survey; sessions 60 minutes each.

Insights & Hypothesis Validation

Assumption 1 – Validated: Interviews revealed that opportunity detection often required switching between multiple screens, causing delays. Users wanted signals and market context visible in one place.
Assumption 2 – Validated: Simplified execution flows reduced hesitation; quick-access order presets were especially valued by active traders.
Assumption 3 – Validated: All user types found value in consolidated post-trade data, especially when paired with clear performance metrics and adjustment suggestions.

The results gave us a clear blueprint for feature prioritization—unifying information, streamlining action steps, and enhancing review tools—directly aligned with our three OKRs.

DESIGN GOAL

From insights to design strategies

Based on interview findings, we defined a representative persona capturing the key trading behaviors and needs tied to our OKRs:

Jason Lee – Versatile active trader

An intermediate trader (1–3 years experience) combining day and swing trading, occasionally scalping. Balances mobile (60%) and desktop (40%) usage for flexibility and analysis depth. Key challenges include managing multiple strategies, staying responsive to market volatility, and ensuring smooth cross-device trading.

Design goals

First-view trading – Ensure market signals, price trends, and execution tools are visible without scrolling.
Condensed layout – Minimize screen switching by consolidating related modules (chart, order book, trade panel, position summary) in one view.
Integrated interaction – Allow placing, adjusting, or closing positions directly where opportunities are spotted.

Design Strategies:

Goal 1 → Contextual information layering – Keep essentials above the fold, integrate market cues in the same viewport.
Goal 2 → Modular but compact design – Arrange high-frequency modules side-by-side, adapt to screen sizes to reduce vertical scrolling.
Goal 3 → Inline action triggers – Embed trade actions in charts and position lists for faster execution.

This persona-driven framework ensured UI improvements were directly tied to validated user needs while aligning with the defined OKRs.

Persona built by research findings

EXECUTION

Deliver to end users

The following UI improvements were executed by our product designer - Hazel. As Product Owner, I translated research into design direction and functional priorities, and reviewed every iteration to keep the work aligned with our OKRs.

Single view — Chart, orderbook, entry in one

My role: Defined layout priority from interviews; reviewed each iteration to meet “first‑view trading”.

Unified orders — Positions and pending merged clearly

My role: Drove the consolidation decision; set acceptance criteria aligned to OKR‑3.

Chart actions — Order markers & indicators enhanced

My role: Prioritized features from H3 validation; reviewed interaction flows.

Custom layout — Swap orderbook & entry placement

My role: Proposed as high‑value/low‑cost item; ensured responsive behavior.

IMPACT

Higher ratings with happier users

The redesign successfully addressed our key OKRs by improving execution efficiency and post-trade review on mobile. Within three months of launch, mobile user satisfaction rose from 3.5 to 4.71 with 370 responses.

User feedback highlighted faster decision-making and greater confidence in trading and managing positions:

“I no longer need to scroll endlessly to place an order.”

“Seeing my trades directly on the chart makes everything more intuitive.”

This project demonstrated how research-driven direction and close design collaboration can translate into measurable impact on trading experience and overall user satisfaction.

Side View