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eToro

September 2024 · Mobile

A mobile-first Discover experience shaped by observed behavior and relevant markets.

eToro mobile Discover redesign

Overview

Discover had a plain problem: people were not using it to discover. Fewer than 20% of users used the page to find trading opportunities, and the mobile experience still carried too much desktop logic. The redesign used more than 1,000 FullStory sessions to tighten the page around mobile scanning: fewer buried components, clearer opportunity groups, and more relevant markets.

Role
Senior Growth Product Designer
My focus
Mobile information architecture, market segmentation, and scannable opportunity discovery.
Evidence
  • Fewer than 20% of users used the page to find trading opportunities.
  • More than 1,000 FullStory session recordings reviewed alongside engagement data.
  • User feedback, interviews, beta testing, and iterative design validation.

Process and solution

Mobile-first eToro Discover redesign

Stop shrinking the desktop page

More than 1,000 FullStory sessions showed users scrolling past low-priority content and missing useful components. We rebuilt navigation, hierarchy, and density around mobile scanning instead of compressing the desktop page into a smaller viewport.

The shift was architectural, not cosmetic. Discover had to help users find a trade opportunity faster, understand why it was relevant, and know whether the market was open enough to act.

That meant fewer generic rows and a clearer order of attention: what is relevant, why it matters, and whether the user can act now.

Make the market feel closer

Backend segmentation selected opportunities for different groups and market preferences. Local-market and crypto coverage moved the page beyond a U.S.-stock default, while market-status indicators showed when an opportunity was actionable.

That let the page serve different trading interests without turning the first release into a fully custom product for every segment.

Discover components for market opportunities, news, and investor profiles
Final personalized Discover layouts across mobile use cases

Key decision

Reduce the first-release scope to mobile instead of redesigning mobile and desktop together.

Most eToro users were on mobile. Focusing the first release there reached more people and avoided splitting development across two different interaction models.

Alternative considered: Expand the redesign across both mobile and desktop in the same release. / Continue compressing the desktop Discover hierarchy for mobile.

Outcome

+0%

Discover engagement

+0%

Trades started from Discover

Looking ahead

Test the mobile model on desktop before carrying over its hierarchy and segmentation.

Continue exploring