Case Study
Gotrade Stock GiftingInvesting in US stocks often feels serious and one-sided, with no way to involve friends and family. Yet people mark their special occasions with gifts. What if a stock could be personal and meaningful?
Role
Product Designer
Team
Product Manager
Project scope
UI/UX
Problem statements
- 1. We want to tap into social trading experiences, but we currently lack a dedicated feature for it.
- 2. The company wants to increase trade volume and retention.
Validation
- 1. Users have special occasions that involve gifting to family and friends, like birthdays, anniversaries, and religious or cultural festivities.
- 2. Users are interested in stock gifting if they can personalize the experience.
Design objectives
- 1. Make the investing experience fit the special occasions in users' lives.
- 2. Make the investing and trading experience more personal and emotional.
Sending the gift
Sending a gift can be tricky when you don't know where to send it, so we let users choose to send it by email or phone number. Since verified users have both, it's seamless for both sides. If the receiver isn't on Gotrade yet, the gift doubles as an invite to join and keep it.This feature can act as a free user acquisition tool, and a new way to make Gotrade personal.
A gift for every special occasion
Special cards for special days, refreshed over time to keep the experience new, with room for a custom message.Users can choose cards designed by Gotrade's design team for each occasion.
Message suggestions help users who can't think of anything but still want to say something.
Personalizing the gift
Some days are special only to the two of you. We believe personalization is key to a thoughtful gift.For those days, users can customize the card with their favorite color and emoji, and still add a message.
You've got a gift!
When users receive a stock gift, they are notified in several ways, including an in-app notification.When they open it, they see a card for the occasion and the sender's message. This recreates the feeling of receiving a greeting card, making it more personal than a simple notification that their holdings have changed.
Once they accept the gift, a burst of emoji celebrates the moment and signals the status change, even without reading everything.
The conclusion
Although investing in stocks can feel like a very serious thing, a fun and delightful experience can still be made through features that allow people to interact with others. This feature will also allow the app to become a part of their daily lives.Other works
See all