Doji
Doji
A mobile-first social trading platform that combines stock tracking, paper trading, and community features into a cohesive experience for retail traders.
Visit Live SiteThe Challenge
Retail traders face several pain points: fear of real losses prevents beginners from practicing trading strategies, most trading apps lack meaningful social features creating an isolated experience, dashboards overwhelm users with data they don't need, and trading apps ignore the emotional aspects of investing.
The Solution
A gamified, social-first trading experience that provides $100,000 in virtual capital for risk-free paper trading, enables traders to share insights and trades with their community, uses emoji-based "mood tracking" to capture the emotional side of trading, and delivers a clean, focused interface prioritizing the user's personalized watchlist.
Responsibilities
From concept to beta launch.
Product design & UX research
Full-stack development
Mobile-first responsive design
Real-time data integration
Social features architecture
User testing & iteration
Tools & Technologies
Frontend
Deployment
The Outcome
Designed and developed a progressive web app (iOS, Android, Web) currently in early access beta, featuring a card-based watchlist with real-time updates, category-based visual theming, and social features that transform trading from an isolated activity into a community experience.
Research & Discovery
User Interviews
Conducted conversations with retail traders ranging from beginners to experienced investors. Key insights:
- 73% of new investors hesitate to trade due to fear of loss
- Social validation plays a major role in trading confidence
- Users want to "feel" their portfolio, not just see numbers
- Mobile is the primary trading interface for users under 35
Competitive Analysis
Analyzed Robinhood, Public, Stocktwits, and TradingView to identify gaps in the market—specifically the lack of meaningful social features combined with risk-free practice trading.
Design Principles
- Mobile-First, Desktop-Enhanced — Every interaction designed for touch first
- Emotional Intelligence — Acknowledge that trading is emotional, not purely rational
- Progressive Disclosure — Show essential data upfront, details on demand
- Social by Default — Trading shouldn't be a solo activity
Key Features & Design Decisions
Personalized Watchlist Dashboard
Problem: Traditional stock apps show overwhelming grids of data with no personalization.
Solution: A card-based watchlist with real-time price updates, animated change indicators, mini sparkline charts, personal "mood" indicator for each stock, drag-to-reorder for custom organization, and a "Birds Eye View" toggle for information density control.
Design Details
- Cards use category-based gradient backgrounds (green for crypto, blue for tech, etc.)
- Price changes trigger 2-second highlight animations (green pulse for gains, red for losses)
- 44px minimum touch targets for all interactive elements
- Responsive grid: 2 columns mobile → 4-5 columns desktop
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