Exatoshi is a trading platform that empowers users to personalize their experience.
As the product designer, I created a website that reflects the brand’s elegant and trustworthy identity.
Additionally, through UX research and user empathy I redesigned and improved the user dashboard, focusing on enhancing how traders access information and interact with trading signals.
INDUSTRY
B2C FINTECH
services
Product Designer, Brand Designer
tools
Figma, Miro, Adobe Creative Cloud
1-Define the Problem
The main goal of the platform was to make traders’ work easier, but the dashboard didn’t fully support this goal. Users struggled to quickly access and understand key information, and interacting with trading signals was confusing and inefficient.
Through internal discussions, product reviews in the early research phase, we identified two core problems that immediately grabbed our attention.
User Interview insights
To better understand user needs and behavior, the Product Manager and I conducted primary research through user interviews and reviewed similar platforms to identify behavioral patterns and unmet needs.
From this research, we were able to define several key insights that informed our next design steps.
Goals & Objective
How might we redesign this product to make key information clear, membership plans understandable, data trustworthy & interactions smooth for traders?
2-understand the user
After researching the problem space and interviewing traders, I wanted to develop some personas for clearly define who the target users are and what pain points we want to actually tackle in our solution. This gave us the foundation for future iterations and a solid foundation for the journey ahead.
Mapping Out The User Journey
3-Building the solution
Next, we focused on identifying which content mattered most to users. To do this, we used user stories, as they clearly describe functionality and value in straightforward, human language. With Thomas as our primary persona, we defined three key user stories to guide further exploration and design decisions.
A- I want to be matched with the best membership option that fits my need & budget.
By clearly presenting membership plans through visual hierarchy and data architecture, users can easily understand their options and connect with the plan that best fits their needs.
B- I want to quickly see the most important information on a signal cards.
By restructuring the data based on user priorities and decision-making needs, key insights are surfaced first, enabling faster and clearer actions.
C- I want to know where this data comes from so I can trust it before making a decision.
Tooltips are added next to data points that require validation, clearly showing the source. In addition, the platform explains all signal data sources in the policy section, allowing users to review and verify them if needed.
Solution-A
To clarify the membership plans, I first grouped users based on their needs and where they were in their trading journey. Through multiple discussions with stakeholders, the product manager, and users, I identified their core requirements. Based on these insights, I proposed a set of membership plans tailored to different stages of the trading journey. This approach ensured that each plan addressed real user needs while also supporting the business goals.
Solution-B
One of the most challenging parts of this project was balancing user needs with technical constraints. As I iterated on the design, I shared updates continuously and held regular sessions with the development team to understand their limitations. While user research clearly defined what users needed, I had to ensure that the solution was feasible to implement, especially since the signal cards relied on dynamic data rather than static content.
Solution-C
We realized that building user trust is primarily about data and privacy, not just visual design. Critical trust related information should be communicated through the platform’s privacy policy and during the sign-up process. Visually, the design can reinforce trust by highlighting essential data where necessary, but in the early stages, our focus was on transparency and clear data practices to establish user confidence. Additionally, the marketing team can explore content strategies across other touchpoints to build a lasting relationship with users.
Now take a look at the project's UI branding
I owned the UI branding from zero to one, guiding it from initial concept to a fully developed design. By establishing a strong and polished brand, I created a lasting impression that helps users remember their experience and the feeling of interacting with the platform.
Retrospective.
Is more really better?
In the previous version, the focus was on providing as much information as possible. In this iteration, we shifted the focus to what users actually need to see first. By prioritizing content based on user needs and importance, we ensured that essential information is immediately accessible, while secondary details remain available without overwhelming the user.
communication is key.
When making critical design decisions, it’s essential to involve the development team early and often. Even short daily check-ins of five to ten minutes can prevent rework and save time by keeping everyone on the same page. Incorporating development constraints alongside design considerations ensures that solutions are both user centered and technically feasible.
challenge yourself.
From balancing user needs with technical constraints to prioritizing information and refining the UI branding from zero to one, I had to push beyond comfort zones at every stage. This experience reinforced the importance of staying curious, iterating thoughtfully, and continuously questioning design decisions to deliver a solution that truly serves both users and the busines.