FiinTrade
Making stock trading accessible for beginners
Company
FiinGroup
Position
Lead UI/UX Designer
Year
2018 – 2019
Market
Vietnam, B2C
Problem
In Vietnam, stock trading often felt intimidating to first-time investors. Most platforms were designed for experienced traders, packed with dense data, complicated charts, and unclear navigation. For beginners, this complexity was overwhelming, making investing appear riskier and more stressful than necessary.
When I joined FiinGroup, a leader in financial analytics, they had a clear goal: create a trading platform that made investing simple, approachable, and trustworthy for newcomers.
Solution
Collaborating closely with the Product Manager and Business Analysts, I conducted in-depth interviews with first-time investors to genuinely understand their pain points. It became clear they needed a simplified, step-by-step approach to trading: one that gently guided them and built their confidence without overwhelming them.
I designed FiinTrade to turn complexity into clarity with using common design laws: Information unfolded gradually, making sure users never felt overloaded. A customizable widget-based dashboard allowed beginners to personalize their views, seeing only the information most relevant to them. Real-time, verified market data provided reliability, while light and dark themes ensured charts, heatmaps, and analytics remained clear and scannable.
Over six months, I designed more than 800 screens. Collaborating with Japanese advisors, developers, and beta users, I refined every detail to achieve the most inviting user experience. After early testing indicated some layouts still felt overwhelming, I further streamlined the data presentation until the UI felt genuinely welcoming.
As FiinTrade matured, so did my role. After six months as the sole designer, I transitioned into a Senior UI/UX Designer role and then Lead, establishing FiinGroup’s first design team and setting design principles and workflows.
Impact
FiinTrade launched in July 2019 and immediately resonated with users. Within the first week, 1,200 beta users signed up. Many described FiinTrade as the first trading app they found approachable.
For me, FiinTrade marked a defining moment in my career, transitioning from game design into UI/UX and product design. The project deepened my passion for creating thoughtful, user-centered products with real-world value and impact.
