Home / Case Studies / ETF Europe

ETF Europe

A modern platform that simplifies
the process of buying ETFs.

Client Overview

ETF Europe is a platform that aims to simplify buying the ETFs and
includes filters to find the ETF to fit all the needs. This is a large
and complex product that targets the population of Europe. This
platform is able to combine a large number of users.


Business analysis
Competitive analysis
UI/UX Design
User Testing

The challenge

Simplifying a complex trading platform and creating a user-oriented
UI/UX design

Our partner had some sketches and tons of information but was unable to organize
it in a user-friendly manner. An ETF project needed an experienced UX design team
to improve and optimize it, addressing the best practices in UX, starting from
navigation to multilevel filters.

Our team held regular meetings and workshops with representatives of ETF Europe
in order to agree on a work plan and platform requirements. The main challenge for
our team was to make complicated trading processes simple and understandable
for users. Also, our team needed to think over the navigation and logic of the
platform. The main goal of this project was to provide users with easy ways to solve
their trading issues.

The strategy

Based on the concept of the application and
its design, we prepared a roadmap to start
the development in an agile manner:

  • Business & user goals
  • Stakeholder & user interviews
  • Market research
  • Personas
  • CJM
UX Design
  • Information architecture
  • Wireframes
UI Design
  • Design system
  • UI Design
User Testing
  • Clickable design
  • Testing on users

The Target audience

The main personas of the ETF Europe are:
a person who sells the ETFs.
a person who buys the ETFs.



Design System

For the ETF Europe platform, we developed a design system from scratch. We created all elements for the platform (icons, headings, dropdowns, inputs, graphics, buttons, etc.)

UI Design

For our ETF partner, we developed a unique style. We made the design of the platform light. We chose dark blue, blue, green, and red for accent colors. We used dark blue and blue because these colors inspire confidence and are more suitable than all other colors for the banking and trading sphere. We used green to indicate a successful action on the platform. And we used red for urgent notifications or, for example, warnings.

Fund page

In this section of the platform, users can view ETFs available for purchase, key ETF facts, fund details, cumulative total returns, top 10 holdings, fund flow, divident yields and other information about ETFs. Most of the data in this section are presented in the form of graphs, charts and infographics. Thus, it is easier for users to perceive detailed information and statistics.

Screening / Indexes Search

In this section, users have access to information about all available indices. For example, platform users can view equity size, industry section indices, smart beta indices, etc.

Screening / Issuers Search

Users can use this section to find the issuer. By selecting one of the presented issuers, the user receives all the detailed information about it, including investment objectives, detailed facts, equity sizes, number of funds and others.


In this section, users can find many useful and educational articles. For convenience, the page displays trended topics, trended articles, topics you might like and following authors’ articles. Also, in this section, there are categories: Market, Investing, Asset Class, Innovation, Trending, ETF News.

Portfolio Construction

This feature allows users to create their own personal profiles. Users can register on the platform as beginners as well as experienced investors. Users fill in information about their goals on the platform, including core investment objectives, additional strategies that are part of their goals, investment lifetime, savings/income balance, etc. As we said earlier, users see all the information presented on the platform in the form of graphs, infographics and charts.


As a result of our cooperation with a partner, our team came up with new solutions to
make the ETF platform convenient for entry-level traders by adjusting and improving
the functionality provided before in charts. While working on this project, the Northell
team used the best design and development practices and industry guidelines, so the
product is entirely consistent with market requirements and concepts.

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