Designing for the everyday investor

The opportunity

Many Qualtix users are near the start of their investing. The first users told me the analysis page was hard to read: it used the vocabulary of someone who already knew finance, and it showed a great deal at once.

The answer itself was already there. The page had to be organised around the reader.

The choice

• Show everything. Complete, and intimidating. It asks the user to do the analyst's work.
• Show only the rating. Simple, and unconvincing. An answer with no reasons is hard to trust.
• Answer first, reasons next, detail on request. More design work, and it serves both the beginner and the user who wants to dig.

What changed

• One answer at the top. The rating sits beside the company name, with three labels in words (business, entry, valuation) instead of numbers to decode.
• "Why this verdict" in plain sentences. Two or three lines a person could say out loud.
• A line about trust. Directly under the reason, the page says where the rating comes from: the model creates it, and AI only explains it.
• Scores with a word under each. A number out of 100 means little alone, so each one carries a label such as "Excellent" or "Fair".
• Labels that say what they mean. "52W Position" became "52-week range position". A bare "Confidence" became "Valuation confidence".
• Terms explained in place. Where a finance term has to appear, a short note sits under it.
• A "next steps" row. Track the stock, compare it, ask a question, or open the full metrics. The detailed financial table stays one click away instead of filling the page.
• A calmer page. Fewer colours and panels, better contrast, and a layout pass for phones.

How I worked on it

I built the new page as a separate version beside the live one, so it could be reviewed and tested without touching what users saw. I went through it section by section on desktop and on a phone, and released it only when the whole page read well from top to bottom.

The rating rules were not part of this work. This was a change to how the result is presented, and I kept the two apart so one could be judged without the other.

The outcome

• The redesigned page was released in September 2026 and is the live analysis page today.
• The answer and its reason sit at the top of the page, with the supporting detail in a fixed order below.
• The same structure is used for every stock, so a user who has read one page can read them all.