Problem
To boost engagement and value
To provide users a dedicated space to level-up and become a better trader while enjoying premium benefits.
Low conversion rate
Historically, email-based campaign pushes achieved only 2–3% conversion, and we lacked visibility into funnel performances & drop-off point.
User archetype
Research
Cash-equivalent rewards (rebates, airmiles, vouchers) are preferred the most
Having access to a dedicated account manager over generic customer service is expected.
Prefer lower fees, cashback, and tighter spreads for trading activity
prefer exclusive lifestyle events like films, music & wine-tasting over sports events
Users prefer flexible community options—webinars, forums, and influencer events.
Prefer access to exclusive journals & tools like Bloomberg and TradingView.
Our competitors analysis revealed that most of thier approach is aggressive towards client acquisition promotions and for long term engagement, they prefer compounding schemes like long term price cuts & cash rebates.
Reward types
Cash
rewards
Exclusive
events
Priority
support &
assistance
Free
stocks
Raffle
Entries
Free
commission
Reward earning methods
Daily Sign-ins
Referring friends
Cash deposits
Trading missions
Share transfers
Task completion
Social engagements
Learning modules
Learning module completion
Solution
When I open a web site or an app, I see information architecture, interaction design, typography... and I imagine the conversations between business, design, and technology that lead there.
Incremental benefits with 5 different tiers
In addition to balancing between business goals and user needs, we have to design based on the tech constraints which most product teams often overlook.
Integrate the new designs seamlessly without disrupting the common trading behavior of users.
Create efficient workarounds despite branding and tech constraints around experimentation.
Design not for what it is currently but for what it can be, a year down the road.
Design with the intent of providing transparent data and granular view of points & progress to users.
$4.4B
Notional amount traded
linked to rewards boost
Users who interacted with the VBR tracker are
120%
more likely to place a trade in the next 60 mins
10-15x
Uplift in conversion vs traditional email
I learnt how we can use marketing, gamification and exclusivity as selling points for the users to drive more engagement.
Provided the technical and timeline constraints, I learnt how to not change things more than what is required in order to get the product delivered on time.
Naveen
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