Overview
TradeZella is a trading journal and analytics platform that gives traders one place for their whole workflow:
- real-time market data
- advanced charting tools
- order execution
- trade journaling
- in-depth performance analytics
Our goal was to make the platform easier to use and more accessible for novice and experienced traders alike.
Scope of work: product revamp, discovery, stakeholder interviews, UI/UX design, and web and mobile app design.
The challenge
TradeZella had powerful features, but several UX problems held back satisfaction and engagement:
- A complex, cluttered interface that buried the numbers traders care about.
- A steep learning curve for new users.
- No onboarding guide to help first-time traders get started.
- An inconsistent experience across devices.
We worked with the founding team to take the product experience to the next level. Our main focus was the dashboard analytics.
Our approach
We revamped the web and mobile experience around how traders actually review their performance. The work focused on five areas.
Progress tracking with net daily P&L
Traders see at a glance whether each day was a winner or a loser, and how their account is trending.
Analytical insights for scaling up
Key ratios like profit factor and win rate are surfaced as clear, glanceable widgets.
Journaling for mentors and mentees
Mentor mode lets a coach follow each mentee's cumulative P&L side by side, which makes feedback specific.
Up-front visibility of the market and positions
Open positions and recent trades sit one tap away, and they are color-coded by profit and loss.
Customisation to each trader's preferences
Traders arrange the widgets and views they need, including the Zella Score, their account balance and a P&L calendar.
The solution
We ran discovery sessions with the stakeholders to understand their long-term vision. Then we rebuilt the user flows around the features and widgets traders use most, so they can navigate faster and focus on trading profitably. The visuals follow industry best practices for financial dashboards and were tested with traders before launch.
Results
Traders were excited about the new dashboard. The revamped platform was stronger visually and easier to use, and the launch built real momentum:
| Metric | Result |
|---|---|
| User interaction | +40% |
| User retention | +25% |
| New customers | +30% |
| Trustpilot rating | 4.7 |