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Type
Feature improvement
Status
Lauched
Domain
Fintech: Commodity
Duration
3 months
Year
2024
Services
Mobile App
Introduction of this task
The 'placing order' flow is a crucial factor in delivering a smooth and intuitive experience. It plays a key role in determining whether traders choose to stay with AnfinX.
Problem
The previous 'placing order' flow was only an MVP version, so it contained several critical flaws in terms of UI, UX, and technical performance. It also lacked essential features like editing orders or setting stop-loss and take-profit levels.
Soltuion
I prioritized improving the overall UX flow to eliminate most of the pain points users faced. At the same time, I focused on refreshing the visual style to make it more modern and appealing to traders. A key goal was to introduce essential functions such as editing, deleting, and adding order parameters.
TEAM PROCESS
Depending on each project, we will choose a different management approach, the Scrum Philosophi was applied for this project
Following Lean UX, we simplify tasks to reduce complexity and costs, avoiding unnecessary features.
The process may take longer due to factors like validation, challenges, or necessary iterations
(*) 1 user story = 8 hours
PRODUCT
Product Owner
Tai Truong
me
QA
Designer
Quynh Anh
Designer
Tai Truong
me
TECH
TH
Scrum Master
Tan Huynh
DT
BE Developer
Dat Tran
SH
BE Developer
Dat Tran
HT
Mobile dev
Huy Tran
DT
Mobile dev
Duy Truong
TH
Mobile dev
Tan Hoang
QC/QA
QH
Tester
Quynh Ho
VT
Tester
Van Tan
STAKEHOLDERS/ REPORTER
HN
CTO
Hiep Nguyen
HN
Sales team
Hao Nguyen
GN
Investor regulation
Giang Nguyen
etc.
Other teams
Tri, Dat, Tan,...
DATA TEAM
NN
Data team
Nin Nguyen
LET'S GO AROUND MY PROCESS
PROBLEM DISCOVERY
UX Audit (You start here)
User Interview
Competitor Audit
PROBLEM EXPLORATION
Qualitative result
Quanlitative result
SOLUTION & DESIGN
Problem Prioritization
UI Iteration
UI Final
TESTING & TRACKING
Data tracking
UI Iteration
UI Final
Problem discovery / UX Audit
PLACING ORDER FLOW
(*) This is just serve for the happy case. Due to the NDA, I’ve only summarized some of the screens. There were many issues involving multiple departments.
Problem discovery / User Interview
INTERVIEW AMONG TEAM MEMBERS
In the early stage of our product, we had only a few users. So, I conducted quick interviews with a few colleagues in the office. I also gathered feedback from my team and other departments not directly involved in the product, such as Legal, Accounting, Customer Service, and Investor Relations,…
Member
Feedback
Anh Hào (Sales team)
Information is enough
In most cases, his customers normally have another tools support them to analyst chart. (behaviour)
The current information is noise and messy
Lack of some information that user need
Easy to use, doesn't have many concern to use
There are a lot of information is unnecessary for user
User just focus on chart or MA and MACD
It lack couple important information such as: User's stop loss point, entry point and stop point if they have a position
We can just show 1 chart and something inside (as above). The rest should collapse somewhere
The current one is OK
We can just show 1 chart and something inside (as above). The rest should collapse somewhere
Sơn (Technical analyst)
Enough information
Focus on MACD, RSI and WR to make decision
Add profit of each price
Chị Giang
(Investor relation)
Should add some information about news, economic calendar to make decision
Like to use “-” “+” function to change quantity of lot
add news/economic calendar
Problem discovery / Competitive Audit
One of the famous app using by a huge number of users around the world
✅ PROS
Feature-Rich Interface
Offers access to many types of trading products all from the home screen.
Users can manage their orders within one screen
Professional Appearance
Strong market data display (color-coded price change, logos).
Trading tools (charts, favorites, hot picks) are visually clear.
Powerful Ecosystem
Integration of referral, rewards, deposit, and education tools helps new users and traders.
Trust-Building
Branding and layout feel mature and reliable.
❌ CONS
Overwhelming for Beginners
Too many functions upfront (Spot, Grid, New Listings, etc.) might confuse new traders.
Busy Layout
Dense with icons, data, and buttons—reduces focus and increases cognitive load.
OKX offers intuitive UI/UX for seamless crypto trading.
✅ PROS
Diverse Order Types
Offer many order types as basic/advanced
Features like "Reduce-only" and TP/SL checkboxes are easily accessible, simplifying the trading process
Market Depth Visibility
Displays bid/ask liquidity data for informed decisions.
Strong Visual Hierarchy
Well-organized market list, clear Buy/Sell flow, and visual separation of content.
The UI is modern and unique
Order Management
Same with binance, OKX's users can manage their placed order right after completing an order.
❌ CONS
Complex UI for Beginners
Advanced features may overwhelm novice users.
There are not many guides to support users
No Asset Found Notification
As a user, I don't know my current balance. It affects to my decision.
Exness broadened my perspective on creating accessible experiences for new users without overwhelming them.
✅ PROS
Clean and Organized UI
Clear flow from wallet → account setup → trading.
Easy navigation and logical structure help new users.
Focusing on the main purpose: Placing order
Useful & Simple Design
Highlights important metrics like spread, leverage, and margin.
Users are not only placing order but also tracking their balance, placed orders, etc.
I find quite easy to use this app
Quick Start Experience
Focuses on forex & indices, with less clutter than crypto-heavy platforms.
❌ CONS
Foreign Behavior
There are a couple of flows, behaviors which rarely see in others app
Basic UI
The visual may not attract genZ or younger.
Mitrade is one of our main competitors, with rapidly growing user numbers. Their flow is worth learning from
✅ PROS
Consistent UI
Mitrade uses a minimalist design, focusing on essential information to avoid overwhelming users.
Clear, large fonts and intuitive icons enhance usability.
Clear CTA
Leverage Selection
Offers adjustable leverage (e.g., 100x), allowing traders to customize their risk exposure.
Margin Information
Clearly displays the margin required for the trade, helping users understand the capital needed.
❌ CONS
Dependency on "Deposit Now"
Prominent "Deposit Now" button may suggest the app is more focused on acquiring deposits than facilitating advanced trading.
Collapsed feature
User may take time to expand SL/TP. This is quite important in investment
Market open?
I don't know if this contract is in the trade session
Problem exploration
QUALITATIVE RESULT
While the order placement flow seemed straightforward at first glance, users encountered multiple issues during actual use—such as unclear information, system bugs, lags, and occasional crashes.
The UI felt outdated and lacked modern design elements.
Key information was hidden behind excessive scrolling, making it hard to access quickly.
Switching between live and demo modes wasn’t intuitive or easy.
After placing an order, users struggled to track or manage their positions—sometimes even experiencing pricing errors without understanding the cause.
Many users frequently contacted brokers for support, indicating that the app lacked clear guidance or self-service solutions.
QUANTITATIVE RESULT
20% the number of user completes an order in the first time
74% of users compared our app with the one they were already using.
140 Why/How questions were asked by +40 new and old users
YOU ARE BEING MOVED TO THE NEXT STEP
PROBLEM DISCOVERY
UX Audit
User Interview
Competitor Audit
PROBLEM DISCOVERY
Quantitative result
Quanlitative result
SOLUTION & DESIGN
Problem Prioritization
UI Iteration
UI Final
TESTING & TRACKING
Data tracking
Solution & Design / Problem Prioritization
PROBLEM PRIORITIZATION
Solution & Design / Iterations
CREATE MANY OPTIONS
Solution & Design / Final UI
WORKGROUND
This is the full placing order flow. Due to confidentiality, I can't share the entire process, but below are a couple of key screens showcasing how users place and edit an order.
Solution & Design / Final UI
PLACING & EDITING ORDER: HAPPY-CASE FLOW
LAST STEP BEFORE ITERATION
PROBLEM DISCOVERY
UX Audit
User Interview
Competitor Audit
PROBLEM DISCOVERY
Quantitative result
Quanlitative result
SOLUTION & DESIGN
Problem Prioritization
UI Iteration
UI Final
TESTING & TRACKING
Data tracking
Testing & Tracking / Result
✅ RESULTS RECORDED BY OUR DATA ANALYSTS
