TiiCKER - Platform Redesign
UX/UI Designer
Some notable brands TiiCKER works with
Overview
The world's first loyalty platform and community for retail shareholders. TiiCKER was created to offer exclusive perks served-up weekly to shareholders. My role as a UX/UI designer was to highlight TiiCKER's user experience, and design a fully responsive platform/product that's friendly/welcoming.
MY ROLE
UX Design
UI Design
Research
TEAM
Design
Project Managers
Developers
DELIVERABLES
High Fidelity Designs
Research
User Testing
Highlights
World’s first verified shareholder loyalty and engagement platform.
Brand spotlight
The Brand Spotlight page showcases top brands offering the most perks, along with newly added brands and a voting section. Users can explore individual brands to view all available perks and discover new opportunities for shareholder rewards.
Perks
The Perks page displays perks by brand, featuring a curated list of the most popular rewards. Users can interact with a shuffle element to discover the companies' favorite perks and see which ones are claimed most frequently.
Problem Statement & Context
Enhancing User Engagement.
TiiCKER users need an easy way to access their stocks, available perks from their favorite brands, and the ability to discover new brands as potential investments. Furthermore, past users have struggled with understanding exactly how TiiCKER works.
My role.
As UX/UI Designer, I was responsible for researching, strategizing, and designing the user experience to drive conversions. I collaborated closely with project managers, another designer, TiiCKER’s in-house development team, the CDO, and key stakeholders to ensure the design was effective and aligned with both user needs and business goals. My focus was on delivering intuitive, user-friendly design solutions throughout the project.
Goals.
INCREASE USERS
Increase the overall amount of registered users
BRAND DISCOVERY
Give users a way to easily discover brands with perks
HOW IT WORKS
Make sure users understand how TiiCKER works
UX Analysis
Direct competitor.
Their top competitor was given to us in the initial client call and a UX analysis was necessary to have a deeper understanding. Below is a very brief UX analysis on Stock Perks.
Usability
Design is simple and only advertises the app. Less is more, but it comes off as empty.
Layout
"How it works" section right away. Good way to merchandise the app, but takes up too much valuable real estate.
Research
Indirect competitors.
Because their direct competitor were mostly focused on converting users to their app, I performed a SWOT analysis on two other secondary competitors that are involved in stocks. Those being: Acorns and Robinhood.
STRENGTHS
ACORNS
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Clean and modern UI
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Trust building sections
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Good conversions with "Get Started" CTA's
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Journey based how it works on home page
ROBINHOOD
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Easy to access dashboard as home page once logged in
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Sticky stock list on right side of page
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Trending, learn, and news on main dashboard
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Rewards page
WEAKNESSES
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Can't get full access without signing up to a plan
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Cheapest plan is a paid plan
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No direct human advisors or assistance
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Cognitive overload. Too much information
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Long list of insights/news at bottom of portfolio page with no load more
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No highlight indicator telling you what page is selected
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No way to access original home page without signing out of account
THREATS
ACORNS
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Competition: Acorns is fairly new and there are a lot of well established brands that have the same or higher capabilities
ROBINHOOD
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Heightened Risks In The Stock Market
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Traders outgrowing them due to their limited resources
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Competition: Companies that offer more
OPPORTUNITIES
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Implement a good amount of get started CTA's to boost sign up conversions
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Incorporate more trust building sections
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Include how it works throughout site but be careful of cognitive overload
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Easy to access dashboard as home page once logged in
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Sticky stock list on right side of page
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Customizable dashboard
Structure
Restructuring the navigation and IA.
Heatmaps
This heat map from TiiCKER’s old website captures user click patterns over a 90-day period. I analyzed the data to identify the most frequently clicked links, helping streamline the navigation by reducing clutter and prioritizing the most relevant content.
What can we remove?
Based on the heat map analysis, everything except How It Works, Perks, Brands, and Insights was removed from the main navigation, as these were the most frequently clicked items. The only addition was Dashboard, a new feature introduced to TiiCKER. This streamlined approach kept navigation simple and focused, with less relevant links moved to the footer.
Remembering the goals.
While restructuring the navigation, I focused on aligning it with key goals—one of the biggest being brand discovery. However, as seen in the image below, the existing navigation flows weren’t effectively driving users toward discovering new brands, highlighting the need for a more intuitive structure.
The issue.
Even if everything was removed and condensed to 4 main navs (MN1 - MN4), the flows from each of those paths have stopping points. They don't drive the user to brand discovery.
The solution?
If brand discovery and how it works are the two main goals, MN1-MN4 need to be restructured. Brands was now prioritized, then perks (because this still provides further brand discovery), then how it works and finally insights.
Design
Validated wireframes.
Every fidelity
After many iterations at every fidelity of design, the hi-fi wireframes were completed, presented, and validated by stakeholders. Below are a few highlighted sections of the platform.
<<Rewind<<
Addressing the users struggles
Revisiting the goals, users faced key challenges: understanding how TiiCKER worked and quickly determining if they were eligible to claim a perk, as highlighted by stakeholder feedback.
Dedicated page
The first solution was to have a dedicated page that is more than just an FAQ. This page would have a video located in the hero giving users an immediate visual to what TiiCKER is, as well as an interactive scroll feature giving them steps on what the main workflow is.
Illustration placement
This illustration was created and placed in multiple parts of the platform. It is located on the home page, brand details, and the TiiCKER perks page. These were decided based on when the user would need to see how it works most.
Available perks.
Designed the perk cards in a way for users to be able to quickly glance and see if they’re available or not.
Conclusion
Handing designs off, and what's next?
The designs were successfully handed off to development, with the entire platform fully designed and completed. The only remaining task was user testing the dashboard, which is a project of its own. Below is a sneak peek at the upcoming dashboard project! In the meantime, check out TiiCKER’s key metrics below. Thanks for reading this far!(●'◡'●)
Mobile responsiveness.
All designs were created with a mobile-first approach, ensuring full responsiveness across all devices. Additionally, I contributed to designing their app, which will be featured in an upcoming project!
Key Metrics
Key metrics and awards.
Following the web platform redesign TiiCKER saw significant growth across key metrics, including an increase in overall users, retail stock holdings connected, and year-over-year registered account growth. Perk claims also rose as more shareholders engaged with the platform. Additionally, TiiCKER received industry recognition, winning the 2024 Benzinga Global Fintech Award and the 2024 Silver Stevie Award for Innovation.
