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Client: ayondo

Date: January - August 2017

Role: Art direction, UX/UI Design

Live site:

ayondo specialises in financial trading technologies. The group covers a broad spectrum of services in the Finance 2.0 field, covering both retail and institutional sectors, and has well over 210,000 users from over 195 different countries.

My role as the lead ux/ui designer was to renew their online offer, from content architecture to branding and the overall experience in both marketing and user areas.

Pain points

ayondo acquired another company which offers another type of trading (CFD trading) besides their original product, social trading. This new product was integrated in their current website, but the target group is different: CFD trading is for professional traders, while social trading appeals to newcomers in the world of trading. This integration resulted in confusion for the users. The navigation became too complicated due to the amount of new content.

The new landing page for ayondo, a split-screen layout for better usability

Proposed solutions

After research with the stakeholders and users, it became clear that the whole website structure should be revised. Under one brand (ayondo) we host the 2 products. We used a split screen page as the main landing page so the user can choose between social trading and professional trading right from the begining, very effective for landing webpages with two side-by-side selectable options. Access to high conversion pages like the portfolio biuilder  were made easier by including obvious CTA's on the main landing pages.

This solved the problem of offering the correct content to the different target groups in a clear and easy manner at the beginning of the user's journey.

Content structure for the new user area in social trading


The new website by his simplified navigation and structure reached the business goal to encourage customers to fund their account with more funds, while the new design combining reassurance and seriousness led to significant increasing account openings.

Social tarding landing page , with CTA to high conversion page in the header as well as under the 3 steps section

Traders list with the new design, clearer and more user-friendly with whitespace for better legibility and less cluttered feeling

The portfolio simulator allowing the user to try it without any sign up.

a typical trader profile page

The customer's dashboard

I was also responsible for the concept and design of their CFD platform in 2012, which won several awards including Best CFD Platform. This was one of the first web-based application CFD  platform - allowing the customer to use it without downloading any third party plugin: