Project Overview

iShares redesigned to enhance user experience, simplifying ETF discovery, trading, and portfolio management for investors of all levels.

As Senior Product Designer at BlackRock, I worked with the iShares team, the world’s largest Exchange-Traded Fund (ETF) provider, offering a wide range of low-cost, diversified investment solutions to both individual and institutional clients. iShares is a platform that supports investors in accessing and managing their ETF portfolios, combining robust financial tools with seamless user experiences to meet the demands of the rapidly evolving financial market.

My role was focused on transforming complex financial data and concepts into user-friendly, intuitive experiences. I collaborated closely with cross-functional teams to drive innovation in user experience (UX) design while ensuring alignment with business objectives and regulatory standards.

Starting Point

iShares was having a hard time connecting with younger investors. The goal was to enhance the user experience and modernize the digital platform for iShares, a leading ETF provider by BlackRock. This redesign focused on streamlining content, improving navigation, and creating a responsive, investor-centric design for users of all ages.

Client

BlackRock

Services

Product Design (UI/UX)
Visual Design
Research
User Testing
Prototyping

Year

2021

Site

ishares.com/us

PROBLEM STATEMENT

BlackRock’s iShares platform required a comprehensive redesign to make ETF investing more accessible and user-friendly for a diverse audience, ranging from individual investors with limited financial experience to seasoned financial professionals. The challenge was to organize and present vast amounts of complex financial data in a way that was both intuitive and visually appealing, while still maintaining the depth of information necessary for expert users.

This involved creating a streamlined interface that catered to varying levels of financial literacy, ensuring that beginners could easily navigate and understand essential features without feeling overwhelmed, while providing advanced tools and insights for professionals to manage and analyze portfolios efficiently. The redesign aimed to bridge the gap between simplicity and sophistication, ultimately improving the platform’s usability for all types of investors.

We blended art and science to elevate the design aesthetics and create a more impactful user experience.

Challenges & Constraints

One of the primary challenges was balancing the complexity of financial data with the need for an intuitive and accessible user interface. Advanced investors required in-depth analytics and detailed ETF information, while first-time users sought simplicity and ease of navigation. Another constraint was ensuring that interactive tools like fund filters and search functionalities were highly responsive and optimized for both mobile and desktop platforms. Addressing these challenges required iterative design testing and consistent feedback loops to refine the user experience across diverse investor profiles.

  • Balancing simplicity with the depth of information needed by advanced investors.
  • Integrating interactive features without overwhelming first-time users.
  • Incorporating real-time data updates for ETF performance metrics posed technical constraints, requiring close collaboration with the development team to ensure data accuracy without slowing site performance.

  • Ensuring accessibility compliance, especially for visually impaired users, meant carefully considering color contrast, typography, and navigational elements.
  • Coordinating the needs of multiple user segments—retail investors, advisors, and institutions—demanded a flexible yet cohesive design approach that could cater to each group’s unique requirements without overwhelming the user experience.

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Ideation & Strategy

⸺ Simplified Navigation

Providing clear pathways for different user types, including individuals, advisors, and institutional investors.

⸺ Data Visualization

Crafting interactive charts and infographics to present complex ETF data in an easily digestible format.

⸺ Mobile First Approach

Ensuring that users can seamlessly access ETF data on-the-go.

Conclusion
The iShares redesign effectively transformed the user experience, making ETF investing more accessible for a wide range of users. By blending clear data visualization with intuitive navigation, the platform catered to both novice investors seeking simplicity and advanced users needing detailed financial data. The responsive, mobile-first approach allowed users to engage with the platform on any device, enhancing its versatility.

Moving forward, future iterations could focus on personalization features, allowing users to track and manage their portfolios seamlessly. Additionally, integrating real-time data insights would further position iShares as a thought leader in the ETF space. These improvements would not only deepen user engagement but also ensure that investors can make more informed decisions in an increasingly complex financial landscape. With a focus on user-centric design and enhanced accessibility, the platform is well-positioned to evolve alongside changing market demands.

This project underscores the importance of balancing functional sophistication with approachable design, especially when dealing with complex financial products.