Make Quote Summary Page Cannonical Source Of Truth
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Yahoo Finance has been offering a range of services throughout the years to assist various investors in discovering promising assets for investment and monitoring their portfolios. To ensure the satisfaction of our global user base and avoid any disappointments, we have invested significant time in analyzing and enhancing the user experience, addressing pain points, and improving certain aspects. Specifically, I have placed a continuous focus on redesigning the Quote Summary Page and the experience of analyzing financial data to provide valuable insights to our users.
Problem
Users are often unaware of or unable to access Yahoo Finance's features due to an outdated design, poor site performance, and an excessive number of ADs that blur the line between content and advertisements.
First attempts
Over 1-2 months, I developed 20 UI components for Equity and ETF pages, enhancing usability for 85% of QSP users by placing high-demand content at the top and specialized content at the bottom. Feedback revealed preferences for simpler layouts and grouped visualizations, though opinions varied on the placement of the People Also Watch component, with some users perceiving spacious designs as incomplete.
Second attempts
I revamped the page by updating the color scheme to align with Yahoo's branding while maintaining user interaction, optimized ad space with a clear, full-width layout, condensed the news block for better trend visibility, and simplified asset performance data. Additionally, due to user demand, the People Also Watch feature was moved higher on the page, and key elements from the Financials page were made more accessible on the main interface.
Results
Feedback on the revamped page design has been positive, with users noting its professional appearance, relevance, and clearer layout. A significant majority of opt-in users preferred the new design, leading to an increase in mobile web usage. Enhancements in site responsiveness and content organization encouraged more mobile users to access financial information. Session, click, and CPV metrics have all shown substantial improvements. Despite reducing ads per screen, the increased user engagement and CPV have enhanced the site's monetary value.
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