Gold Wallet

Currently, our application only supports investments through market orders. However, our business team aims to expand investment possibilities by introducing limit orders. To achieve this, we need to better understand user behavior related to limit order investing, including:

• Gold investment behavior
• Frequency of gold trading or investing
• Information users require before making investment decisions
• Challenges or unmet needs faced with previous products or services

Before exploring opportunities we can create for our existing and potential users, we will first take a closer look at what our direct competitors are currently capable of.

First and foremost, let’s take a closer look at what our competitors offer. None of them support multiple investments with more than one merchant. This is where Gold Wallet stands out—we provide this capability from the start.

Additionally, we support both 99.99% and 96.50% gold, giving our users more flexibility in their investments. When it comes to the minimum gold purchase size, our competitors generally offer a minimum of 1 baht gold (≈ 35,000 THB based on the recorded market price at that time). In contrast, we offer a significantly lower minimum purchase size of just 0.1 baht gold, making gold investment more accessible.

Now, diving into the Limit Order feature—while all of our competitors offer limit orders, the expiration times vary across providers. Some offer unlimited expiration periods, while others clear orders twice a day or early the next morning.

The next step before starting work on a new draft interface for our Limit Order feature is to interview our current users about their investment behavior in gold. This includes:

• Usage frequency (Daily/Weekly/Monthly).
• Functions/features that are currently unavailable but desired in the near future (unmet needs).
• Limit order experience.
• Important information users need before using the limit order feature.

To gather these insights, we conducted user interviews to answer these questions.

From the existing data, our users’ ages range from approximately 30 to 65. When gathering potential users for research, we aim to stay close to this range. However, we also include individuals regardless of whether they have experience with applications, as long as they have experience in gold investment.

Based on this approach, our persona should look something like this.

• Age between 35-60.
• Has experience in other asset investments (if any).
• Has experience in gold investment.
• Has experience in gold investment through an application or other online channels.

Before creating a UI flow, we analyze how it should be structured when a user wants to set a price for a limit order. The corresponding flow is shown below.

We tested various scenarios, such as setting a limit order, viewing limit order history, and canceling a limit order, etc. However, in this case, I will focus only on the main scenario.”

• Scenario: Setting a limit order via Gold Wallet.

For a more realistic approach and to manage the complexity of numerical calculations, I use conditional prototyping in Figma. As a result, users can freely adjust their interactions while still following the given scenario, allowing them to stay focused on the task without being distracted by the limitations of the prototype.

From the usability testing results, I summarized the findings and mapped usage problems to specific screens for better understanding.

After completing usability testing and mapping all the results to screens, we summarized our findings as follows.

From our empathize and define phases, we identified key problems in our flow and interface. Here are the improvements we made to our main page for limit orders.

Furthermore, we have made significant efforts to enhance the experience based on user interviews and usability testing.

• Some users may need to see related information, such as price graphs and news, before making a decision on gold investing.

• The existing layout is largely based on the old design. It would be beneficial to reduce and adjust the design to be more compact, making it more compatible with displaying additional information.

• Some participants expressed a desire for an unlimited expiration period for limit orders. However, due to business constraints, this is not feasible. After discussions with the business team, we decided to extend the expiration period for limit orders as an alternative solution.