Supporting ETX Capital through a Shift in Strategy

Strategic redesign of the ETX Capital brand, modernising the brand and expanding their target audience

COMPANY

ETX Capital

London, UK

my role

UX and UI design, research, usability testing, brand guidelines

Team

Jaci Aricheta, Aline Ungewiss (marketing), Robert Jeffers (product)

Year

2018 - 2020

Supporting ETX Capital through a Shift in Strategy

Strategic redesign of the ETX Capital brand, modernising the brand and expanding their target audience

COMPANY

ETX Capital

London, UK

my role

UX and UI design, research, usability testing, brand guidelines

Team

Jaci Aricheta, Aline Ungewiss (marketing), Robert Jeffers (product)

Year

2018 - 2020

Supporting ETX Capital through a Shift in Strategy

Strategic redesign of the ETX Capital brand, modernising the brand and expanding their target audience

COMPANY

ETX Capital

London, UK

my role

UX and UI design, research, usability testing, brand guidelines

Team

Jaci Aricheta, Aline Ungewiss (marketing), Robert Jeffers (product)

Year

2018 - 2020

Who is ETX Capital?

Who is ETX Capital?

ETX Capital was a financial brokerage firm based in London, offering online trading services in various markets, including forex, indices, commodities, and equities. They provided trading platforms for both beginner and experienced traders, along with educational resources and market analysis tools.

ETX Capital was a financial brokerage firm based in London, offering online trading services in various markets, including forex, indices, commodities, and equities. They provided trading platforms for both beginner and experienced traders, along with educational resources and market analysis tools.

ETX Capital was a financial brokerage firm based in London, offering online trading services in various markets, including forex, indices, commodities, and equities. They provided trading platforms for both beginner and experienced traders, along with educational resources and market analysis tools.

My Role

My Role

The redesign project was my biggest project with ETX, I was a multidisciplinary designer. I worked on the website, on other print and digital creatives, and I also worked on their mobile and desktop platforms primarily adding and improving features.

The redesign project was my biggest project with ETX, I was a multidisciplinary designer. I worked on the website, on other print and digital creatives, and I also worked on their mobile and desktop platforms primarily adding and improving features.

The redesign project was my biggest project with ETX, I was a multidisciplinary designer. I worked on the website, on other print and digital creatives, and I also worked on their mobile and desktop platforms primarily adding and improving features.

Background

Background

Scope

The scope of revamping the website and creatives included defining the design deliverables, working with multiple stakeholders, conducting research (competitor analysis, data analysis) and designing new visual elements and branding, testing and working closely with engineers.

Scope

The scope of revamping the website and creatives included defining the design deliverables, working with multiple stakeholders, conducting research (competitor analysis, data analysis) and designing new visual elements and branding, testing and working closely with engineers.

Scope

The scope of revamping the website and creatives included defining the design deliverables, working with multiple stakeholders, conducting research (competitor analysis, data analysis) and designing new visual elements and branding, testing and working closely with engineers.

So why the redesign?

The decision to revamp the ETX Capital website came from realising that our focus on high-end clients was limiting our growth. The premium design feel pushed away a lot of potential clients, causing significant drop in sign-ups.


The also felt website felt out of touch. So, it was decided to make it more user-friendly and relatable, while still keeping it professional. The new brand, website, and strategy aim to welcome everyone while still keeping that air of sophistication.

So why the redesign?

The decision to revamp the ETX Capital website came from realising that our focus on high-end clients was limiting our growth. The premium design feel pushed away a lot of potential clients, causing significant drop in sign-ups.


The also felt website felt out of touch. So, it was decided to make it more user-friendly and relatable, while still keeping it professional. The new brand, website, and strategy aim to welcome everyone while still keeping that air of sophistication.

So why the redesign?

The decision to revamp the ETX Capital website came from realising that our focus on high-end clients was limiting our growth. The premium design feel pushed away a lot of potential clients, causing significant drop in sign-ups.


The also felt website felt out of touch. So, it was decided to make it more user-friendly and relatable, while still keeping it professional. The new brand, website, and strategy aim to welcome everyone while still keeping that air of sophistication.

UI issues

Styling was outdated

Layout was cluttered

There was lack of visual heirarchy

UI issues

Styling was outdated

Layout was cluttered

There was lack of visual heirarchy

UI issues

Styling was outdated

Layout was cluttered

There was lack of visual heirarchy

UX issues

Complex registration process

Confusing information architecture

UX issues

Complex registration process

Confusing information architecture

UX issues

Complex registration process

Confusing information architecture

Designs

Designs

ETX Capital Website

Before and After Homepage

In my redesign of the homepage, I focused on simplifying navigation, decluttering the layout, improving visual hierarchy, and modernising imagery.


In the navigation menu, I removed unnecessary links, and cleaned up the layout for a more user-friendly experience. Clear visual hierarchy now guides users to key information, and I've introduced high-quality, modern imagery that aligns with the new brand's identity.

Improvements

Simpler navigation

Not cluttered

Better visual hierarchy

More modern style

Improvements

Simpler navigation

Not cluttered

Better visual hierarchy

More modern style

Improvements

Simpler navigation

Not cluttered

Better visual hierarchy

More modern style

BEFORE

email template for payment
email template for payment
email template for payment

AFTER

mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

Before and After Markets Page

In my redesign of the Markets page, I prioritised clarity and simplicity to enhance the user experience. I implemented a clearer display of text, ensuring that information was presented in a concise and easily digestible format.


By decluttering the layout and reducing the number of links, I aimed to minimise distractions and help users focus on the most relevant content. The result is a cleaner and more modern Markets page that provides users with the essential information they need, without overwhelming them with unnecessary details.

Improvements

Clearer display of text

Not cluttered

Better information architecture

Simpler display of content

Improvements

Clearer display of text

Not cluttered

Better information architecture

Simpler display of content

Improvements

Clearer display of text

Not cluttered

Better information architecture

Simpler display of content

BEFORE

email template for payment
email template for payment
email template for payment

AFTER

mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

Before and After Platform Page

In my redesign of the Platforms page, I focused on enhancing readability and professionalism.


I made the text clearer and more readable, ensuring that users can easily digest the information presented. Additionally, I revamped the imagery to be more professionally displayed, providing users with a visually appealing experience that reflects the quality of the platforms offered.


To improve usability, I structured the page in a way that makes it easier to skim down and quickly find the information users are looking for. This redesign aimed to elevate the presentation of ETX Capital's platforms, providing users with a seamless browsing experience that instils confidence in the brand.

Improvements

clearer and more readable text

imagery is more professionally displayed

easier to skim for information

Improvements

clearer and more readable text

imagery is more professionally displayed

easier to skim for information

Improvements

clearer and more readable text

imagery is more professionally displayed

easier to skim for information

BEFORE

email template for payment
email template for payment
email template for payment

AFTER

mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

Improving Other User Journeys

Registration Process

In my redesign of the registration process, simplicity and user-friendliness were key priorities. I streamlined the process to make it more straightforward and less overwhelming for users.


Clear progress indicators were implemented, allowing users to track their advancement through each step of the registration process with ease. Intuitive controls were also introduced to enhance usability, ensuring that users can navigate through the registration form effortlessly.

Improvements

Simplified the process

Clear progress

Intuitive controls

Improvements

Simplified the process

Clear progress

Intuitive controls

Improvements

Simplified the process

Clear progress

Intuitive controls

BEFORE

email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

AFTER

email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

Document Upload Process

In my redesign of the document upload process, I focused on enhancing usability and efficiency. The layout was simplified to reduce clutter and make it easier for users to navigate. Additionally, I improved error handling to provide clearer guidance when issues arise during the upload process.


The user interface was redesigned to be more intuitive and user-friendly, ensuring a seamless experience for users as they upload their documents.

Improvements

Updated with simpler layout

Uncluttered

User friendly interface

Brand consistency

Improvements

Updated with simpler layout

Uncluttered

User friendly interface

Brand consistency

Improvements

Updated with simpler layout

Uncluttered

User friendly interface

Brand consistency

BEFORE

email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

AFTER

email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

ETX Platform

ETX Platform

The ETX TraderPro platform was a specific electronic trading platform. It was designed to provide advanced trading capabilities for experienced traders and professionals.


The platform offers features such as customisable charting tools, technical indicators, risk management tools, and access to a wide range of markets, including forex, indices, commodities, equities, and cryptocurrencies.


ETX TraderPro aimed to provide a user-friendly interface combined with powerful trading tools to help traders analyse markets and execute trades efficiently.

Some Platform Updates

Notifications Feature - Desktop Platform

This feature was to allow clients customise the way they get notifications. I provided a design for where the notifications will be received, then the notification window there users can select which they want to get notifications on and where.

email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

Notifications Feature - Mobile App (iOS)

email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
email template for payment
email template for payment
email template for payment
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01
mkt booking payment 01

View other works

View other works

View other works

© 2024 Jaci Aricheta. All Rights Reserved.

© 2024 Jaci Aricheta.

All Rights Reserved.

© 2024 Jaci Aricheta. All Rights Reserved.