Improving the Knock-Out Deal Ticket experience to making clearer, reduce user confusion, and increase product adoption among new clients.
Context & challenge
Knock-Out markets are a complex trading product where users need to understand several concepts before placing a trade, including Bull/Bear direction, Buy/Sell actions, and Knock-Out levels.
Goal – make the deal ticket easier to understand, reduce user hesitation, and increase confidence when trading Knock-Out markets.
Understanding the problem
I started by analysing user research findings and observing how clients interacted with the Deal Ticket.
Key insights
- Users were confused by the difference between Bull/Bear direction and traditional Buy/Sell actions.
- The relationship between the Knock-Out level, price, and premium was not always clear.
- Important information was not presented in the right order, making it harder for users to make confident decisions.
The key learning – the challenge was not only improving the interface, we needed to help users better understand the trading concepts behind the product.
Experimentation & validation
Before launching the new experience, I done A/B testing across iOS, Android and Web trading platforms. With split 50% control, 50% new variant.
Hypothesis – by simplifying the Knock-Out Deal Ticket and making key trading concepts clearer, I expected to:
- Increase confidence when placing Knock-Out trades.
- Increase the number of KO trades completed by clients.
- Increase trading activity and engagement with Knock-Out markets.
Changes tested
- Moved the Bull/Bear selector directly into the Deal Ticket.
- Improved price display to match trade button patterns.
- Updated labels for Knock-Out level and Premium information.
Results
The redesigned Deal Ticket showed a significant improvement in conversion:
- iOS: +26.6% conversion uplift
- Web: +21.06% conversion uplift
- Android showed a positive uplift, although the improvement was less significant.
The A/B test results gave the business confidence to roll out the redesigned Knock-Out Deal Ticket to all Japan clients.
