Compra Simple
InvertirOnline.
Compra Simple is a feature I designed for InvertirOnline that added a faster purchase flow directly into the stock list — letting experienced users buy in two taps without going through the full detailed flow.
- Date
- Q3 2024
- Role
- Product Designer
- Scope
- User Research, Data Analysis, UX Strategy, Wireframing, UI Design, QA
- Team
- Product Owner, IT, QA, Data Science
- Tools
- Figma, Figjam, Jira, Analytics
- Status
- Productive
01. The Problem
InvertirOnline is one of Argentina's leading investment platforms. The existing purchase flow was thorough — it walked users through every parameter: limit price, validity term, quantity, order type.
For new or hesitant investors, that detail was genuinely useful. For experienced users who already knew exactly what they wanted to buy, it was just friction.
When we dug into user behavior, a specific segment stood out: frequent buyers who never touched the advanced parameters and found the flow unnecessarily long. They were completing purchases in spite of the flow, not because of it.
02. Research & Hypothesis
Before designing anything, we let the data speak.
Quantitative finding:
More than half of all purchases were being completed without ever touching the fields the flow was built around.
53,4%
of users who bought stocks did not modify default parameters (limit or validity).
Qualitative finding:
We ran interviews and usability tests with 5 frequent users. Four patterns came up consistently:
→ They valued speed and simplicity above all else
→ They rarely reviewed details when buying assets they already knew
→ Several users mentioned they would buy more often “if it were faster”
The key insight:
The product had two distinct user types in the same flow — one that valued control and detail, and another that just wanted to get it done. The existing flow served one of them well. The other was hitting unnecessary friction every single time they opened the app.
The design challenge:
How might we give experienced users a faster path — without taking anything away from users who need more detail?
Success metrics defined upfront:
→ Reduce time to complete a purchase
→ Increase conversion rate
→ Improve satisfaction for frequent traders
03. The Solution — Compra Simple
Rather than replacing the existing flow — which would've broken the experience for detail-oriented users — we designed a parallel path that sits alongside it.
Compra Simple is a lightweight purchase flow built directly into the stock list. It lets users:
→ Buy by amount instead of quantity (eliminating the need to calculate)
→ Use quick +/− selectors to adjust the amount
→ Confirm in two taps
→ Access the full purchase flow with one tap if they need more options
The key call here was building an alternative, not a replacement. Users who wanted speed got speed. Users who wanted detail still had it. And users who wanted both — 6,747 used both flows in the analysis period — could move between them naturally.
The solution landed as a dropdown component directly in the stock list, so users never had to navigate away to start a purchase.
Our goals were:
Keep the main decision visible (amount and ticker)
Reduce navigation levels
Offer a seamless way to access the full flow if needed
Early sketches included:
A quick-purchase list view with "Buy" buttons
Inline amount selector (+ / –)
Shortcut to open "Full Flow"
04. Outcome
In one month of analysis after launch:
17,881
Users accessed the feature during the first weeks
13,158
Used Compra Simple
6,747
Used both (suggesting users test and adopt what best fits their style)
11,594
Used the traditional flow
Positive feedback from frequent users:
“faster,” “more intuitive,” “saves me time.”
The fact that both flows coexisted also helped with retention — neither user type was forced into a pattern that didn't fit them.
+12%
increase in conversion rate.
+14%
approval rate improvement
05. What I Learned
Data before design. The 53.4% finding wasn't a hypothesis — it was a validated behavior pattern that gave us a clear reason to build something new. Starting with the data made every decision after that easier to defend.
Coexistence beats replacement. The instinct when designing a simplified flow is to simplify the whole product. That would've served one user type while hurting the other. Letting both flows live together — without competition, with clear access to each — was the right call, and it's what drove the retention impact.
Simple solutions can have outsized business impact. Compra Simple wasn't technically complex. It didn't require a new information architecture or a redesigned system. It required understanding a specific behavior pattern and removing exactly the friction that was getting in the way. The impact was disproportionate to the scope.
Define success metrics before the first wireframe. We defined conversion rate, time to complete, and user satisfaction before designing anything. That made post-launch analysis clean and the results unambiguous.
Thank you for reading!
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