IG Trading Signup
In 1974, IG Index invented spread betting. They’ve been at the forefront of Financial Trading industry ever since, offering award-winning platforms and market-leading services.
The Challenge
Tasked with leading 3 designers, 2 data analysts, 3 delivery leads, a total of 12 programmers, the ‘Simple Proposition’ had one mandate: Increase the number of people getting to their first trade by 5% over 5 years by any means.
Specifically, we needed to do this without increasing marketing spend, changing our risk appetite or targeting a new audience.
Joining this team meant we already had a wealth of ideas for improvements. The next great challenge was giving them the framework to prioritise, design, quickly evaluate and then validate the best of those ideas.
The Solution
Team identity & purpose
A key part of getting the ‘Simple Proposition’ to function effectively, was to create a sense of belonging. Not just for people within the ‘core’ team, but also the people where our work crossed over into their department. Breaking down silos.
Growth Hacking & Lean Experimentation
Using a Growth Hacking mindset, each idea on the way to fulfilling our goal needed to have a strong rationale, hypothesis and measurement criteria.
Canvassing departments & direction of IG
IG is a very large company… with very clever people… each of whom have lots of great ideas to drive the company forward. It was important to be able to not only capture those ideas, but filter and prioritise them for our flexible roadmap.
A framework to store learnings
Lot’s of experiments means lots of data, and lots of results. We recognised that the team often lost track of previous learnings… so we created a system to hold them.
Hypothesis Phase:
This initial gathering of raw data helped define our strategy & research plan. We gained a clear understanding of knowledge gaps between teams and importantly… educate stakeholders of necessary effort.
Low/mid fidelity phase:
In the next step, we evaluated the holistic journey. We identified gaps, redundancies and friction point to help the team prioritise major areas of opportunity.
Design Sprint
We used the Design Sprint process to redesign and reimagine the onboarding and document upload process during the difficult pandemic period. This allowed our remote experts to collaborate and innovate both better & faster.
Collaboration & Alignment
The greatest strength of working collaboratively means many expert points of view. To ensure we got the best and most valuable insights, we put in a little time to create tools key stakeholders could use to stay aligned and moving in the right direction.
The Results
Workflow for the Optimizely Experiments programme was created and embedded to allow the team to solve problems, de-risk tests, innovate fast and stay flexible. They worked collaboratively on cross-functional teams to define a user-approved solution that not only met, but exceeded every goal placed before them.
When you add up differing journeys through onboarding then multiply that by regional rollouts and cross cultural design, it becomes clear: A unified experience can have huge impact.
Conversion targets met 3 years ahead of schedule
3.8% Conversion Increase Overall
£3.2M est. Customer Revenue Gain
Largest Regional Improvements of 25.4%
“Andy is a very skilled facilitator, which has been especially important over the pandemic. He’s knowledgeable in all areas of UX and user centric design and has helped IG a lot in its use of design thinking and service design. Andy always has a reason behind his design decisions. This is a powerful counterpoint to subjectivity…he’s also great fun to work with.”
Stuart Rimell
Head of Future Design at IG
