Home was eToro's front door, but users were walking through it in about two seconds. The page showed a portfolio amount and social feed, while account status, holdings context, market awareness, and next actions lived elsewhere. The redesign treated Home as an account command center first, then shipped two segment-specific layouts before full user configuration.
Balances, wallet context, trading content, holdings status, and market data moved into the primary view. Home now explained the account and the opportunities around it instead of acting as a thin entry point.
The goal was not to make Home busier. It was to make the first screen answer the questions users were already leaving to solve elsewhere.
That made the architecture more concrete: account state first, market context second, action paths close to both.
Local-market data, multiple wallets, relevant news, and social content replaced the same fixed feed for every user. Two segment-specific layouts delivered a useful first release within the legacy platform.
The tradeoff was deliberate. A configurable Home was the better long-term product, but stronger defaults gave users account value sooner.
Open and closed market indicators showed when an opportunity could be acted on. Shortcuts placed recurring tasks, trading opportunities, and watchlist creation near the signals that prompted them.
Each module had to justify its place through beta feedback and feature-level testing, so the page could evolve toward modularity without turning the first release into an unvalidated collection of widgets.
Full configuration offered more control but required substantially more development. Two segment-specific defaults improved relevance sooner and kept the architecture moving toward a modular Home.
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Immediate drop-off from Home
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Actions started from Home
Build the planned modular system and test which parts users actually want to configure.
