Investing App
Mobile app for independent traders in the stock market, developed for Israel’s leading investment house
01 / Overview
Independent Israeli Traders Reach an All-Time High on the Stock Market
Rising costs, inflation, and growing financial awareness are driving more Israelis to invest independently. Online communities and blogs provide guidance, helping thousands trade without formal training.
3
Investment companies operate under regulatory supervision similar to banks.
600B
NIS in securities holdings. The value of household securities holdings in 2021.
1M
private securities accounts. About 37% of households in Israel hold a securities account.
02 / The client
Phoenix Investments Has Gained Tens of Thousands of New Users in Recent Years Thanks to Successful Marketing Efforts
Phoenix Investments is part of the Phoenix Group – the largest insurance group in Israel, managing a large independent investment operation in the capital market. Through independent marketing strategies, the company attracted top traders and achieved over 300% growth in the past three years.
These marketing efforts brought in major traders who “don’t trade lightly,” making a significant impact on the capital market.
03 / The problem
Users Are Younger and Expect an Excellent User Experience, Which Is Difficult to Achieve with Existing Systems
Until recent years, users could access their account information and actions through a personal area on the web. However, this system had several key challenges:
Outdated systems
The current systems was built on old technology, making it difficult to maintain, update, and improve over time
Complex manual processes
Tasks like depositing funds required users to manually transfer money through their bank and report the transaction themselves.
Lack of responsiveness
The personal area was not optimized for mobile devices, making it difficult for users to access their accounts on the go.
No notification system
Users couldn’t receive real-time alerts about account updates, market changes, or new investment opportunities.
04 / The solution
A New Branded Mobile App for Managing Investment Accounts
The company’s management strategically decided to develop a dedicated mobile app as its primary platform, designed to be accessible to all users and cater to both experienced and beginner traders.
The app includes:
- 1
View portfolio composition and account returns, with details on investment performance over time
- 2
Perform account transactions, including deposits, withdrawals, and document management with ease
- 3
Access real-time portfolio data and receive AI-based trading recommendations based on current market conditions
- 4
Receive personalized updates and marketing offers based on your investment preferences and activity
05 / Goals
Core Product Goals: Aligning User Needs and Business Objectives
KPI: Growth in Trading Volume
Enhance connectivity to the trading system and integrate AI-driven buy recommendations.
Improving customer satisfaction
Optimize processes and deliver a seamless, user-friendly experience.
Drive Engagement Through Incentives
Offer referral bonuses, exclusive trading options, and targeted promotions.
06 / Research
In-Depth User Research and Market Analysis to Identify Pain Points and Best Practices
We conducted in-depth interviews with a diverse group of traders, from beginners to experienced professionals, to better understand their challenges and needs. In parallel, we analyzed top trading apps in Israel and globally to identify industry standards and best practices that shape user expectations in this space.
Professional Traders
Beginner Traders
Daily Traders
Long-Term Traders
Key User Needs and Expectations
Tracking Portfolio Changes
Traders log in to check how their portfolio value has changed. They expect to see both daily changes and overall performance since they started trading.
Clear Portfolio Overview
Users want a clear view of their holdings to quickly assess risk distribution and make informed decisions.
Fast and Seamless Trading
Market conditions can shift rapidly, so traders need a smooth and efficient experience to execute trades without missing opportunities.
Access to Expert Support
While mobile apps offer convenience, some users prefer having an expert available—especially when making significant trades, even just for reassurance.
07 / Wireframes
Crafting Two Homepage Concepts with Distinct Product Approaches
Concept 1: Minimalist Design
The homepage focuses solely on core elements, providing a streamlined user experience. Internal pages are easily accessible, and the layout adapts dynamically to user needs and workflows, creating a highly interactive environment.
Pros
- Minimizes cognitive load, making it ideal for inexperienced users
- Flexible, context-sensitive card components
- Provides quick and easy access to important account actions
- Faster page load times, enhancing user experience
Cons
- Users may overlook important areas of the app that are less visible
- Lacks detailed market insights for experienced traders
08 / UI design
According to Brand Guidelines, Investment Products Use a Dark Color Scheme, Reflecting the Idea That Money Works Even While We Sleep.
In line with this approach, the UI design follows the brand’s visual language and design system, ensuring a seamless and consistent look.
Key feature #01
Seamless Account Operations: Deposits, Withdrawals, and Currency Conversion
The app simplifies financial actions with a consistent yet adaptable process for deposits, withdrawals, and currency exchange.
Key feature #02
In-Depth Portfolio Breakdown: Risk Distribution, Allocation, and Asset Insights
The portfolio breakdown lets users analyze assets by type, sector, and specific securities, offering a clear view of risk and allocation.
Key feature #03
Current Trading Options with Offers to Join Advanced Trading
Trading categories offer access to advanced options like credit lines and options trading in an engaging “worlds” format. The portfolio breakdown provides a detailed analysis of assets, risk distribution, and allocation across types, sectors, and specific securities.
09 / Summary
Results & Impact
The app was launched in November 2024 and received excellent feedback from users. On the company side, we saw an increase in user actions and a decrease in customer service calls. (The detailed data is confidential and cannot be shared.)
The next step is to optimize the app for additional user segments, such as managed portfolio holders and employees of companies with compensation plans.
Bonus
