
Pain Points & Findings
Pain Point 1: Error Messaging
In the old flow, the user is left with a very generic message that posed a list of columns the import document needs to have to gain success. However, because the messaging was not personalized based on the user's exact errors, they are left to go back into their Excel sheet and simply guess what went wrong. This created a major pain point in the experience.
Left image: Generic pop-up modal for errors in the tested import process.

Pain Point 2: Balancing Freedom of Control
When users imported their file with no errors, they were presented with a pop up where every section of text was editable. While freedom of control is one of the 11 UX heuristics of a good user experience, our usability test found that giving the user too much unnecessary editing power resulted in more unwanted errors down the line. After conversing with the development team, I found that the columns "Exchange," "Name," "Unit Price," and "Equity Type" could be auto filled in the backend (given that the user inputs a Symbol name and Entry Date).
On the contrary, some powerful controls were missing from the current experience that could actually enhance the process. For instance, what if a user wanted to double check the import instructions without completely clicking out of the import? What if they wanted to delete a row entirely? What if they wanted to add a new row without having to go back into Excel?
Left image: Pop-up modal after successful import process.
Summary
From the above research, I gathered some key findings that helped dictate my redesign process:
1. Best import experiences have clear error messaging
2. Best import experiences give the user freedom/customization, while filling in the blanks as much as possible.
3. Best import experiences make a complex process simple, but robust

Investment Portfolio Import Process Redesign
Stansberry Research
DATE JUNE 2022
DURATION 1.5 MONTHS
ROLE UX DESIGNER
Competitive Research
3 competitors were analyzed for their CSV importing processes to gain a better understanding of how our current tool fares in the market.
TradeSmith, Fidelity, SwingTradeBot


Usability Task List
1. Download the existing import file example.
2. Import the example file into the system.
3. Attempt to "break things." Put mismatched values in columns, leave portions blank, add new columns. Upload the file and observe the process.
4. Observe errors & attempt to fix.
5. Test editing capabilities within the system. How are you able to remove unwanted equities? Add new ones? Edit existing?
Key Questions for Participants
How easy do you find the current importing process?
What were the biggest hurdles during your import?
How would you improve the process?
Observing Individuals
When observing internal stakeholders during usage, I made sure to focus on error prevention. With the limitation of having a rigid column/row format, it was important that the user is able to easily navigate any errors they may face by the system.
The Process
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Prototype
Old Error Messaging

New Error Messaging

Lessons Learned Along the Way
True user input matters
While stakeholder interviews and competitive analysis provides some insight on what's good and bad about a process, real user input can make or break a project. In hindsight, gathering a pool of users to interview about their previous importing experiences would have given valuable knowledge for the ideation process.
Not everything can be a pop-up
Our team was convinced that keeping the experience within a pop-up modal added needed simplicity to the whole thing. However, after reading Nielson Norman Group's article "Popups: 10 Problematic Trends and Alternatives," it was clear to me that the import process deserved some more "out-of-the box" thinking, pun intended. My research convinced the team to dedicate a new page to the entire process, which lifted the experience by adding room to include informational pop-ups and extra error-prevention messaging; meanwhile, we were able to avoid the dreaded pop-ups within pop-ups.
What's the Problem?
Stansberry users are having trouble importing their stock lists into the platform's portfolio management tool. Confusion around the functionality, errors, and messaging creates major pain points for their investment research experience.
Who is the User?
Stansberry users are long-time stock market investors who rely on fundamental analysis to make their investment decisions. While some investors may also use technical analysis, they like the Stansberry Investment Research mainly for their fundamental analysis needs.
Why is it Important?
Significant portion of the longtime investor userbase report using Excel sheets as one of their primary means to keep track of their equities. Additionally, industry standards in fintech demand a smooth experience for users who may want to import their equities into their respective platforms.