IG Invest & IG Markets Trading App

Client
IG Group

Roles
Product Designer

As a Product Designer at IG Invest (UK) and IG Markets (APAC) I took full ownership of onboarding flow, investing account creation (ISA, GIA, Pension in UK), setting up user profile, payments and costumer support.

I collaborated closely with product, engineering, and compliance teams to deliver a unified, high-impact user journeys.

Ownership
End-to-end ownership of user onboarding (UK & Singapore markets), investment account creation, user profile, payments, costumer support.

Context

The goal was to design a trustworthy and intuitive onboarding flow for a multi-asset trading app serving both UK and Singapore markets.

We needed to balance:

  • Speed: getting users from signup to first trade quickly

  • Trust: clarity on regulations, fees, and KYC

  • Compliance: different legal & tax structures in each region

Success meant shorter time-to-activation and higher completion rates through clear, guided onboarding.

Competitive Research

I reviewed leading fintech and trading apps in both markets to benchmark flow speed, clarity, and user reassurance.

UK: Revolut, Freetrade, Trading 212, NatWest, Monzo etc.

Singapore: Tiger Brokers, Moomoo, Webull

Key findings

  • UK apps emphasize trust and simplicity (ISA eligibility, fee transparency)

  • Singapore apps compete on speed and advanced tools (instant eKYC, instant payments)

  • Most flows lack education or feedback during verification — causing anxiety and drop-offs

Design Process

With the user research handled by our dedicated research team, my focus was on translating insights into actionable design decisions while aligning closely with product, compliance, and engineering teams. The goal was to ensure that every interaction met both user needs and regulatory standards.

1. Aligning on Requirements

I began by consolidating requirements from product strategy, business goals, and compliance guidelines. This phase involved multiple working sessions with:

  • Product managers — to define activation and conversion KPIs

  • Compliance and legal teams — to interpret regulatory requirements (KYC, AML, risk disclosures)

  • Engineering — to understand backend constraints for eKYC, data verification, and funding flows

Together, we created a shared journey map outlining mandatory checkpoints (e.g., identity verification, account selection) and areas where UX could add clarity and reassurance.

2. Translating Research into Design Direction

The research team provided insights from usability studies and competitor analysis. I synthesized these findings into key design principles:

  • Clarity over speed: users need to understand what’s happening at each step

  • Visible progress: reduce uncertainty by showing status and next actions

  • Localized trust: align tone and disclosures with each market’s expectations

3. Prototyping & Cross-Functional Reviews

I created low- to high-fidelity prototypes in Figma, ensuring that each design decision could be validated against compliance and technical constraints.

  • Weekly design reviews with compliance to verify copy, disclaimers, and risk flows

  • Joint sessions with engineers to confirm data accuracy and error states

  • Feedback loops with PMs to validate alignment with KPIs and business milestones

This iterative alignment process ensured that user experience, compliance, and business requirements evolved together, reducing friction during development and audit reviews.

4. Finalization & Handoff

Once validated, I documented detailed flow specifications, edge cases, and localized variants (UK / Singapore) for implementation. Each screen included:

  • Step purpose & user goal

  • Compliance reference (policy or disclosure ID)

This ensured a smooth transition from design to build — minimizing rework and maintaining regulatory accuracy.

Outcome:

A unified onboarding experience that satisfied strict compliance standards while maintaining a clear, reassuring flow for new users — aligning all teams around a single, user-centered vision.