Simplify Stock Trading for Beginners
Challenges
First-time investors found the stock market overwhelming, filled with complex jargon, unreliable data, and unsuitable tools, making investing feel inaccessible.
Solution
I designed FiinTrade, a trading platform that simplifies investing with insights, user-friendly and customizable UIs so beginners could confidently navigate the stock market.
Launched the flagship product of FiinGroup
1,200 beta users onboarded in 1 week
In 3 months, secured 12 partnerships
Company
FiinGroup
Position
Lead UI/UX Designer
Year
2018 – 2019
Market
Vietnam, B2C
Challenges
Imagine stepping into a massive maze with no map, only to be told that every wrong turn could cost you money. This is what the stock market feels like for many first-time investors—overwhelming, opaque, and filled with risks they don’t fully understand.
When I joined FiinGroup in 2018, this was the reality for most people wanting to grow their wealth through investing. The market seemed tailored for seasoned traders, filled with complex jargon, unreliable data, and tools that assumed a level of expertise beginners didn’t have.
FiinGroup, a leader in financial data and analysis, wanted to change this perception. The challenge was clear: design a platform that could turn hesitant beginners into confident investors by simplifying the market, building trust, and making investing accessible.
Solution
To guide beginners through investing, we created FiinTrade, a platform designed to make the stock market simple, trustworthy, and personalized. I led the design process, focusing on breaking down barriers for first-time investors.
As the sole designer on a newly formed product team, my first step was to dive into the minds of these beginners. I spoke to them about their fears and frustrations, and a pattern emerged. Through interviews and user research, I identified three core obstacles:
Too much information made it hard to know where to start.
Unverified or conflicting data left users unsure of what to believe.
Most tools assumed expertise, intimidating beginners.
In collaboration with the Product Manager and Business Analysts, we established three guiding principles for the platform:
Simple: Progressive disclosure gradually revealed information, reducing cognitive overload.
Trustworthy: Real-time, verified data addressed users' concerns about accuracy and reliability.
Personalized: A widget-based dashboard allowed users to customize their workspace to suit their needs and goals.
I designed over 800 screens in six months, incorporating feedback from Japanese advisors, the development team, and early user testing. Initial feedback revealed that screens still felt overwhelming, so I refined layouts and rethought how information was presented. I also implemented both light and dark themes, ensuring charts and heatmaps were equally effective in any mode.
Through interactive prototypes, I brought designs to life for stakeholders, helping the team understand and visualize the product's potential.
As the project grew, so did my role. I transitioned from a solo designer to a design lead, mentoring four interns and forming FiinGroup’s first design team. Together, we established workflows and design principles that became the foundation for future projects, embedding a culture of empathy into the company.
Impact
FiinTrade launched in July 2019 to an overwhelmingly positive response. Within the first week, over 1,200 beta users signed up, many sharing that the platform made investing feel achievable for the first time. Additionally, we secured partnerships with 12 financial institutions, validating the product’s credibility and appeal within the industry.
On a personal level, FiinTrade marked such a moment in my career. Transitioning from game design into UI/UX, I discovered my passion for building products that solve real-world problems. The project tested every part of me and helped me grow into a leader.
