UX Case Study #5: Talk Markets Forum.

Overview

Scope of Work

Our Goal.

Methodology

  • User Interview
  • Business Model Canvas
  • Competitive Feature Analysis
  • Heuristic Evaluation
  • Affinity Map
  • Persona
  • Journey Map
  • Moscow Map
  • Design Studio
  • Mid/Hi Fi annotated Prototypes

Hypothesis

Assumptions

  • Small investors need a better way to interact with each other
  • Small investors would appreciate more modern UI, and more finance and stock related features
  • Small investors love the meme culture.
  • Small investors appreciate privacy, anonymity, but feel like sharing their stock portfolio activity
  • Small investors are crude, and have a bizarre culture and value free speech.

Stakeholder Interview.

Overview.

Takeaways.

  • Going over the brief with our client gave us a chance to truly understand what they need and why they need the new feature.
  • Talk Markets wants to add a Forum, which will be called Trade Mob in order to attract users to conduct healthy discussion about matters related to finance.
  • Users would like to see a Meme culture in the forum which would attract users in the younger age bracket, especially users from forums like the subreddit, r/WallStreetBets.
  • Forum would be an exclusive financial forum and the key focus is to “Give a Voice to the Masses.”

Business Model Canvas.

Overview

Takeaways:

  • There is a clash of culture between r/WallStreetBets and TalkMarkets
  • A blend is necessary for TradeMob to appeal to the masses.

Competitive feature analysis

Overview:

Takeaways:

  • Reddit provides an upvote and anonymity feature.
  • StockTwits for its similar target audience demographic.
  • Reddit allows users to change back and forth between multiple usernames.
  • Facebook Groups lets users create Rooms for video conferencing and create events.
  • Twitter and Facebook lets users update live video.
  • Twitter users can limit who replies to their posts.
  • Bloomberg has paid access to their users.
  • StockTwits is a niche financial forum that allows users to link their social media accounts.

Heuristic Evaluation

Overview

Takeaways:

  • Users find Home Page a little overwhelming because it displays a bunch of articles with images and popups scattered all around the screen.
  • TalkMarkets website has major accessibility issues, and isn’t providing the most delightful experience, but the website provides great value, it’s easy to navigate and has high learnability score.
  • Screens do not quite offer a clear sense of location because not all the screens display a subtitle indicating where users are currently standing at.
  • The design of the website is appropriate and suitable for users who are into the investment world.
  • Website does not offer any personal assistance nor live chat option.
  • Some users have expressed that the font can be too small when site is suffered from mobiles.

User Interviews

Overview

In order to maximize our time with these users, we developed a discussion guide to provide structure to our questions. The purpose of these questions was to gain insight into user needs and frustrations.

Takeaways

  • We found that users read posts and comments from other people in a forum which helps them make an informed decision about their own investment decisions.
  • Users enjoy memes in the financial forums, which could otherwise get too serious and boring.
  • Users seek opinions from various sources, like people they know, articles they read online and experiences they have gone through themselves.
  • Users also get their information through videos and tutorials, since they get specific and focused information relevant to their needs.

Affinity Map

Overview

Takeaways

  • Users consider that anonymity is the key reason memes have such valuable entertainment.
  • Conversely, users value when advice is posted by financial professionals.
  • Social forum users are frustrated that they are missing out on time sensitive opportunities because of spam posts.
  • Users would prefer it if their favorite social forums limit unnecessary features and improved filtration systems.
  • Social forum users want their network safeguarded from toxicity and mob mentality.
  • Users of financial forums recognize the value in non opinionated learning aids such as trackers, tickers, and charts.

Persona

Overview

Reasoning

Journey Map

Overview

Takeaways.

  • Douglas needs access to articles which are concise and engaging.
  • He needs an ability to filter through the posts and curate his feed on the forums.
  • He needs access to relevant information provided by verified experts.
  • He needs updated and accurate information which would help him with decision making.

Revised Problem Statement.

Overview

“How might we provide small investors a social platform that distributes time sensitive trade related information in a personalized manner?”

MoSCoW Map.

Overview

Takeaways

  • Having access to financial assets such as tickers, symbols, charts would elevate the experience for users in a financial forum.
  • Users value posts and the comments under the posts. However, they also like to have control over what comments and posts they would like to view. So, we designed features such as ‘Mute User’, ‘Block User’, ‘Block Post’, ‘Mute Post.’
  • Users find value in what other people share and hence we designed a feature where they could also ‘Follow User..
  • From our research we determined that often users had trouble figuring out who to trust when it came to financial matters. So, users need a feature where they could control who they want to follow, based on ‘Verified Accounts.’
  • Users also wanted to view information based what is happening currently and what is being talked about most by other users. We designed a feature where users could select posts based on ‘Active’ and ‘Recent’ where they could see most popular posts and most recent posts.

Design Studio

Overview

Takeaways

  • As a result of our design studio session, we were able to visualize a list of items to be prioritized.
  • Home Screen, Menu Screen, Chart Screen, Filter Screen and Profile/Message Screen were designed.
  • We added features that we had included in our MoSCoW Map and created a MVP so Douglas could accomplish his goals.

Usability Testing: Mid Fidelity

Overview

Reasoning

Methodology.

  • We used our paper sketches made in Design Studio and turned them into a Mid-Fidelity clickable, digital prototype via Figma.
  • We provided each user with 3 scenarios and tasks that we felt our persona, Douglas, would experience during his initial journey using TradeMob, keeping his overall pain points and goals in mind.
  • We conducted our usability testing with 5 users, some in person, some through Zoom.
  • We timed their tasks, asked them to rate them on a 1–5 scale with 5 being the easiest.

Takeaways.

  • Users recognized the ellipsis as a common feature across social forums for moderating their own content.
  • Users associated the filter feature when choosing posts by verified users, but at first glance, the feature did not stand out to every user as an option
  • Users noted that the wording of the task was confusing , didn’t know if they should comment or message the poster.

Link to Mid Fi Prototype:

Usability Testing: Hi Fidelity

Overview

Reasoning

Methodology

  • We transferred our original Mid Fidelity prototype keeping the results from round 1 testing in mind into a clickable Hi Fidelity digital prototype via Figma.
  • We provided each user with 4 scenarios and 4 tasks that we felt our persona, Douglas, would experience during his initial journey using TradeMob, keeping his overall pain points and goals in mind.
  • We timed their tasks, asked them to rate them on a 1–5 scale with 5 being the easiest.

Takeaways

  • Users recognized the ellipsis as a common feature across social forums for moderating their own content.
  • Users had 100% success once we changed the wording in our task, where we asked them to reach out to a user privately.

Link to Hi Fi Prototype.

Google Heart + Recommended next steps.

Overview

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