Axi is an award-winning online trading broker. Their mission is to help customers achieve their ambitions through the sometimes complex financial markets.
Kickstand were engaged to create the company’s first native app which combines the functional trading aspect of Axi’s service along with their cutting-edge, AI-driven trade analytics platform.
Customer feedback was an essential part of this project as the new app would service a new customer. Millennials. We conducted ongoing rounds of user testing/design sprints with Axi’s target customer to reduce assumptions and cater experiences around a group who had little to no experience in the cut throat world of trading.
We focussed particularly on the simplifying of data visualisation and complex language often associated with trading apps. We prioritised contextual prompts and education in order to deliver support at critical moments within their trading journey.
The end result was an intuitive experience aimed at giving these young traders the tools they need to succeed.
“Kickstand was an integral part of the team at Axi, not an agency or contractors, but key members who helped shape every step and decision of the product design journey and outcomes. They established our framework for design prototyping, recruiting, and testing with end users, translating observations and feedback into learnings and clear insights that supported the decision-making process. Kickstand absorbs themselves into knowing the customer problems, and the market we play in, considering the constraints within the business with design solutions that we can launch and learn with. They wear the hat of many, not just in research, design, and user experience, but understand product and product management, and the development processes, and adapted to suit the needs of Axi. They will always be my personal first choice in any initiative I will work on in the future."
