Redesigned OptionsPlay trading dashboard from 0-1 impacting 400k+ global users trading options
B2B2C
Fintech
6 week sprint
Shipped
Here’s a 1 min TL;DR version
My Role
👤 Lead UX Designer: owned the redesign end-to-end, from research to final handoff
👥 Collaborated with PM, CTO, and 2 developers to ship dashboard V2.0 under tight 6-week deadline
Solution
Redesigned dashboard with progressive disclosure, built-in strategy comparison, and contextual education to serve novice, intermediate, and expert traders without fragmenting the experience.
Impact/Results
⏱️ Reduced time on task by 60%
📈 ↑ 90%+ order completion rate
🧠 Reduced cognitive load
CONTEXT
About OptionsPlay
OptionsPlay is a B2B options trading platform that helps traders analyze, strategize, and execute options trades with data-driven insights. The platform provides real-time market data, strategy recommendations, profit/loss simulations, and risk analysis tools for retail and institutional traders.
400k+
global users
200+
Retailers
15K+
Trades executed daily
During my time at OptionsPlay, I led three major initiatives:
Legacy Dashboard Redesign (this case study)
Redesigned the information-dense dashboard into a modular, scalable interface currently in beta testing
Design System
Built a comprehensive design system to standardize components and accelerate future feature development
AI Trading Assistant (in progress)
Currently designing a conversational chatbot to help traders make smarter, data-driven decisions
SOLUTION
Sneak Peak into what I did
Let’s start from the beginning
THE PROBLEM
The stakeholders informed us about a user retention crisis with their 12 year legacy platform and keeping up with new competitors
OptionsPlay's leadership team Product Manager, CTO, CFO, and CEO approached us with a critical business challenge: their legacy dashboard, built over a decade ago, was having trouble staying relevant with competitors in today's market.
From the old experience, three systematic problems emerged:
Problem 1
Competing visual hierarchies created cognitive overload
The interface had no clear focal point, all competed equally for attention, making it impossible to know where to look first.
Problem 2
No personalization layer across workflows
Every trader saw the same data in the same layout, regardless of experience level, trading style, or individual preferences.
Problem 3
Critical features were buried in navigation
The P&L Simulator, the platform's most valuable tool, was hidden behind tabs alongside lower-priority features reducing discoverability.
How these problems appeared in the product:
We needed a system that could:
HOW I APPROACHED IT
As a Product Designer, I redesigned the experience and added an embedded communication system in the platform to build human trust
RESEARCH
To go deeper into the problem, I conducted research to understand where the system broke down and how to improve it
8
User interviews
(4 retailers, 4 wholesalers)
4
Contextual inquiry
100+
Support tickets analysis
Lots of
Competitive Analysis
UX Audit
The goal was to identify friction in the existing flow.
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling
Contextual Inquiry
The goal was to observe how users tracked orders in daily workflows.
Findings: Noticed small workarounds like sticky notes taped to desks and group chats pinging all day. These hacks were signals of what was not working.
In-depth Research Plan
KEY INSIGHTS
Research revealed users had data but didn't trust it; the problem wasn't missing information, it was a credibility crisis
Users had information but didn't trust it due to past inaccuracies
my learning: User needed detailed information to build trust and not fancy features
Wholesalers needed to scan 50+ orders while retailers needed detailed timelines for 2-3 orders
my learning: Progressive disclosure could serve both without fragmentation
WhatsApp provided human confirmation that the platform couldn't
my learning: The real competitor was WhatsApp, and it won on trust, not features
PROJECT SCOPING
Research surfaced multiple opportunities, but the 8 week deadline and client retention crisis helped us prioritize
Closing the Visibility Gap in Order Tracking
Low dev effort
Less time
High impact
Handling Exceptions Proactively (Delays, Backorders)
High dev effort
More time
High impact
Decision: Prioritize #1 (visibility gap) because it addressed the root trust issue with lower technical risk and faster
delivery.
DEFINING SUCCESS METRICS
We defined success across three levels: retention (north star), behavioral adoption, and operational efficiency.
Order Completion Rate: 85% → 90%+
Why: Directly measures trust restoration; if users trust tracking, they complete orders instead of abandoning them.
Impact: 24% reduction in drop-offs
Supporting Metrics
ANALYZING THE CURRENT EXPERIENCE
In the current experience, retailers had no visibility between “Processing” and “Delivered,” forcing them to depend on calls and WhatsApp for updates
I detailed out the flow to find specific opportunities in the user experience
IDEATION
Exploring multiple directions to fill the gaps in flow
DIRECTION 1
Data Transparency Layer
We focused purely on transparency: adding more data to the order table and detail page
my learning: Transparency alone doesn’t build trust, clarity and hierarchy do
DIRECTION 2
Exception-First Dashboard
We reimagined the interface around exception handling rather than order listing
my learning: Prioritization is powerful but without credibility, it still drives external communication
DIRECTION 3
Decision-Driven Workflow
This direction reframed the product not as a data table, but as a decision-support system
my learning: Eliminating technical jargon, and embedding action directly into context adds more value
Converging the 3 directions into a trust loop
The trust loop required multiple features like verification badges, messaging, proactive alerts, but I needed to decide how to organize them for two very different users.
Wholesalers
Manage 50+ orders daily. They need to scan quickly, spot problems at a glance, and take bulk actions. Dense information and fast scanning are priorities.
Retailers
Track 2-3 orders. They want deep detail about each order like, timeline, messages, proof. They need to investigate, not scan.
One interface, two workflows
We shifted the focus from showing everything to showing what mattered. Users needed to understand the order status at a glance
concept A
concept B
concept C
Choosing Concept A: Despite its rigidity, it prioritized speed, scalability, and familiarity which was the foundations of trust in a B2B environment. So, I decided to further explore Concept A.
Why Not Other Concepts?
THE SOLUTION
Designing an Order Experience that connects users seamlessly and handles exceptions
Pain Point 1- Lacks visual hierarchy, increases cognitive load, harder to identify delays
The dashboard treated all orders equally, making it difficult for operations teams to quickly identify risks and take action
BEFORE
Solution
By introducing exception-based hierarchy, computed delays, and contextual visibility, the dashboard shifted from a passive list of orders to a proactive operational system
REDESIGN
Pain Point 2 - Vague status labels reduced trust in platform accuracy leading them to rely on whatsapp
Order statuses like lacked context, source transparency, and accountability.
Users couldn’t determine who updated the status, when it was verified, or why delays occurred leading them to rely on WhatsApp for confirmation.
Solution:
the redesign focused on reducing ambiguity and increasing transparency. Instead of treating status as a static label, I transformed it into a traceable system state by exposing verification layers, update sources, and contextual delay insights. This shift reduced uncertainty, restored user trust, and positioned the platform as a reliable single source of truth.
SIDE DRAWER TO SHOW ALL DETAILS
BREAKING DOWN THE FEATURES
Clearly Flagging At-Risk Orders
Previously, users had to manually compare ETA dates to determine if an order was delayed.
The redesigned experience automatically calculates overdue duration, highlights it visually, and allows quick navigation between orders.
This reduces mental effort and speeds up triage.
Making Status Updates Transparent
Instead of showing a single status label, the redesign visualizes the full progression of an order with timestamps and verification layers.
Reducing Reliance on Whatsapp
Users previously relied on WhatsApp to confirm delays due to low system confidence. I embedded contextual messaging directly within each order to centralize communication and reduce tool switching
THE IMPACT
Measuring the impact
new orders
fewer drop-offs
boost in sales
KEY TAKEAWAYS
Taking the time to reflect
Culturally, I fit high-energy teams
If this sounds like you, I’d love to talk!
Always open to talk!
Learn more about my experiences!
