Leverage Shares website

Redesign idea for existing website

Timeframe: 2022

Role: Web and UX/UI designer

Our design team was tasked with creating a new design for our existing website. As each designer had to suggest a new and original design for the website.

Leverage Shares is a leading European platform specializing in leveraged and inverse exchange-traded products (ETPs). It offers amplified exposure through ETPs based on popular stocks, ETFs, custom indices, and exchange-traded commodities (ETCs).

User Research Approach

For the redesign of the Leverage Shares website, I employed a structured research approach to enhance product informativeness and user clarity. Utilizing Stakeholder Interviews, Usability Testing, and Heuristic Evaluation, I identified key usability challenges, gathered user insights, and assessed the overall effectiveness of the current design. These findings informed strategic design improvements to create a more intuitive and engaging user experience.

1. Stakeholder Interviews

We interviewed 10 key stakeholders, including product managers, marketing leads, and executive sponsors. Common themes emerged:

  • Product Clarity: Stakeholders emphasized that the current site does not clearly communicate the value proposition and complexity of leveraged and inverse ETPs. They desired clearer product descriptions, risk disclosures, and performance data.

  • Improved Navigation: There was a strong call for a more intuitive information architecture. Stakeholders noted that the website should better guide users to important sections like product listings, educational resources, and customer support.

  • Mobile Responsiveness & Visual Hierarchy: Many expressed the need for enhanced mobile design and a cleaner visual hierarchy to boost user engagement and support global expansion.

2. Usability Testing

We conducted moderated usability tests with 12 participants representing potential and existing users. Key findings included:

  • Navigation Confusion: Over 60% of participants struggled to locate detailed product information. They found the menu labels ambiguous and the overall structure unintuitive.

  • Information Overload: 50% reported feeling overwhelmed by the dense text and technical jargon. Participants suggested a more segmented presentation with visual aids.

  • Call-to-Action (CTA) Issues: Approximately 70% of users missed primary CTAs due to inconsistent button placements and unclear messaging. This led to reduced engagement with key conversion paths.

4. Heuristic Evaluation

Using Nielsen’s heuristics as a guideline, our evaluation identified 12 usability issues. The most critical were:

  • Visibility of System Status: The site lacked real-time feedback, particularly when users navigated between product pages.

  • Consistency and Standards: Inconsistencies in typography, iconography, and layout were noted, confusing users about site structure.

  • Match Between System and Real World: Technical financial terms were not always adequately explained, limiting comprehension for non-expert users.

Design Challenge

The Leverage Shares website faced usability and visual design challenges, including an outdated font and color scheme, inconsistent icons, and poor accessibility. User research, including stakeholder interviews, usability testing, and heuristic evaluations, revealed issues with unclear navigation, disorganized content, and difficulty in finding key information. Users expressed frustration with the confusing user flows and lack of intuitive interactions. A redesign was necessary to enhance clarity, functionality, and aesthetics, ultimately creating a more user-friendly experience that aligns with both user needs and business goals.

Old Design

Design Soluton

To resolve the issues identified in the previous website, I spearheaded a comprehensive redesign aimed at delivering a consistent, modern aesthetic while significantly enhancing usability. This involved updating the typography and color palette to align with contemporary design standards, creating a refreshed and cohesive visual identity. Additionally, the icons were refined to achieve greater consistency and clarity, contributing to a more polished overall look.

The user experience was improved by restructuring the site’s navigation and simplifying user flows, ensuring that information was easily accessible and intuitive to explore. Moreover, the page layouts were reorganized to prioritize content visibility and accessibility, which was validated through further A/B testing, resulting in increased user engagement. Ultimately, the redesign provided the website with a more streamlined, user-friendly interface, offering an enhanced and seamless experience.

Design Process

  • Conducted comprehensive research into user needs and pain points.

  • Gathered insights from analytics and user feedback.

  • Developed a clearer, more efficient app structure.

  • Created a visually appealing and intuitive interface.

  • Iterated based on user testing and feedback.

  • Worked closely with developers to bring the design to life and correct errors.