UX/UI Designer


Pepins is a trading platform for growth companies. Working as a UX/UI designer at Pepins, I did everything from research to implementation and visual design, sometimes including light front-end development. The research methods were mostly qualitative and involved interviews in the research phase as well as user testing after implementation. Some areas I worked on and implemented were the information architecture of the platform as a whole, a new visual identity, onboarding, the trading flow, and increasing the engagement between companies and investors on the platform.


When I started working for Pepins in 2018, the platform was basically a prototype that ended up being launched. The first thing I did when joining was to send out a questionnaire to every stakeholder in Pepins (around 1000).

From a usability perspective, some of the key issues users where reporting was unlogical navigation that mirrored how Pepins talked internally rather than our customers perspective, difficult language that mixed Swedish and English, as well as an unintuitive experience setting both setting up a new account and investing.


Pepins Startpage when I joined

The first part of the solution was to improve the navigation of the platform. The solution that was implemented was to focus on user needs first, and to give each company on Pepins a dedicated home, with an about section, a community and stock page.

Furthermore a notification system was implemented along side the posilibilty to follow companies that a user might be interested in buying shares in in the future. Whenever a company a user followed would post in their community, an email was sent to every follower, which increased both user and company engagement massively.


Company home design


Start page when I left

Trading challenges

A big challenge was to improve understanding of how to buy shares in the platform. Pepins has a system that’s different from the big players in the market. The way that proved most useful was to explain the system in context, and to keep a linear flow whenever possible, as well as carefully looking at when in the trading lifecycle an update is most useful for the trader.