Yahoo Finance · 2022 - 2023
Reimagining how investors discover their next opportunity
Product Design
Mobile Design
My role
Product Designer
Team
Product Manager (1), UX Research (2), Engineering (2)
Context
Yahoo Finance is a key platform for discovery, research, and analysis of investment opportunities, yet the Search and Markets tabs on the app were underutilized, signaling limitations in supporting effective discovery.
By spending a lot of time understanding the problem and our investor habits, one thing became clear: while the app excelled in the Analysis stage, it fell short in the Discover phase. Unless users already knew exactly what they were looking for, the app provided little value in uncovering new opportunities. This gap became the core focus of our solution, shaping our vision to bridge it effectively.
Solution
Screeners
To bridge the gaps in discovery, we leveraged screeners to create an experience that aligned with what diverse investors value, based on our initial research. These screeners were curated to reflect specific investment strategies, provide timely insights, and deliver meaningful context, ensuring they resonated with different investor types.
These screeners became the foundation for the discovery experience, directly addressing the gaps identified during our research, providing curated entry points, making it easier to find and understand opportunities, whilst also giving them quick access to strategies that they could then filter and prioritize what is worth their attention.
These screeners were designed as interactive cards on the discovery page, offering users a teaser of the curated content before diving deeper. Each card provided a snapshot of the strategy or criteria it represented. This gave users a quick sense of what they could explore further, helping them decide which screeners aligned with their interests or goals before fully engaging with the detailed view.
Navigation
The navigation structure was intentionally designed around security types, reflecting how 75% of investors already think about their investments from there—whether they focus on equities, bonds, or mutual funds. By aligning with this mental model, we made it easier for users to start their discovery journey in a way that feels intuitive and familiar. Each tab serves as a clear entry point, helping users quickly locate the types of opportunities they’re most interested in.
Outcomes
We launched this experience to the public in late 2022. While I won't share success metrics here for the privacy of the company, I will share some highlevel outcomes and results.
Improved user engagement
Significantly increased interaction with key areas of the product, such as Quote Summary Pages and screeners, as users engaged more deeply with investment opportunities that they cared about.
Encouraged users to take meaningful actions, such as following securities and exploring tailored screeners, showcasing enhanced value in the investment discovery process.
Increased discoverability
Streamlined navigation and tailored recommendations led to broader exploration of tools and investment ideas within the app.
