Investor’s Edge – UX Redesign
A redesign of CIBC’s trading platform focused on simplifying trade flows, improving clarity, and boosting user confidence.
Context
Investor’s Edge is CIBC’s self-directed trading platform for retail investors. The challenge was to make trade workflows simpler and reduce friction for everyday users.
Role & Duration
UX Designer — 6-week sprint. Collaborated with Product Manager and Engineering team to redesign flow, improve IA, and validate usability improvements.
Problem
Users were getting lost during the trading process, making preventable mistakes. Key pain points included unclear CTAs, inconsistent states, and lack of trust in confirmation steps.
- Confusing terminology and redundant steps caused hesitation.
- Trade confirmation states weren’t visually distinct.
- Accessibility gaps (contrast, focus states) increased errors.
Process
1. Research & Insights
Conducted 5 usability tests and heuristic evaluations revealing confusion in trade review and confirmation steps. Mapped user journey to identify friction points.
2. Wireframes & Iteration
Simplified the trade flow into three clear stages: Input, Review, and Confirm. Reduced redundant modals and improved hierarchy for critical actions.
3. Visual Design & Testing
Applied CIBC’s design system, improved focus states, and polished typography for better scannability. Tested prototype with 6 participants.
Outcome
- ✅ 25% faster task completion during trade flow testing.
- ✅ Significant drop in user errors across trade confirmation steps.
- ✅ Improved user trust with clearer visual feedback and accessibility compliance.
The redesign turned a stressful, complex process into a predictable and user-friendly experience. One tester described it as "more intuitive and less intimidating to trade with."
Screens
