Giving IG customers a place to manage their accounts
Retail trading can be complex and overwhelming. By designing the content for the My IG account hub, I helped users to make sense of complicated price movements in a data-rich interface.
Understand the problem
IG is a world-leader in the area of retail trading, with more than 40 years of experience. While providing great service and prices, our research indicated that a lack of a comprehensive account hub meant customers found it difficult to manage their accounts. They were unable to easily see how each account was performing — crucial when the smallest price movements can have a large effect on their balances.
We were also faced with a business problem: cross-conversion between IG products was very low. That meant that this new account hub would need to cross-sell IG products, along with presenting important messages to customers.
Process
As a content designer in this role, it was extremely important to me that I made sure I was involved in the design process from the start. In this case, I was influenced and contributed to the research phase with the customer insights team, making sure that my questions and unknowns were answered.
From there, I determined some key user needs, and wrote and validated several user stories to determine the direction for the content design. Working closely with the lead product designer, I used these stories to design the content for the new dashboard. We carefully balanced the user needs with the business needs, and checked in regularly with key stakeholders across the company.
When the time came, we tested extensively with users, and didn’t launch until we were certain the user stories were validated.
Outcome
My IG has now become the home for all account information, and an important tool in IG’s communication strategy. We delivered on all required business metrics.
Before My IG, the process for cross-selling clients to professional accounts was managed entirely by post. By digitising the process, and intercepting customers with a modal and other communication in My IG, we saw the number of registered professional clients jump from less than 1% of all eligible clients to almost 10% (increasing our overall revenue and improving user retention).