Antonio Trotta
Fourteen years designing clarity into complex product systems: trading platforms, financial tools, and data-heavy enterprise software.
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SELECTED WORK
Conversion Funnel and Sign-Up Flow
Read case study →: Conversion Funnel and Sign-Up FlowIG Group’s sign-up journey had grown by accretion rather than design, with applicants dropping off at predictable friction points and an Application Result Page that had accumulated 46 variations. Over a two-year programme I rebuilt the flow around what each step was actually for, consolidating those 46 variations into three clear actions. Applicant numbers rose…
OTHER CASE STUDIES
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Account and Payment Improvements
Read case study →: Account and Payment ImprovementsPayment queries accounted for 17% of all contacts to IG’s Trading Services team, a figure that had built up for years without being owned as a design problem. I treated discovery as a project in its own right, building the evidence base needed to win C-level investment before any design began. The systematic redesign that…
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Nadex New Web Platform
Read case study →: Nadex New Web PlatformSix months after the Nadex mobile PWA launched, the company retired its 11-year-old desktop trading platform. Designing the replacement was not a matter of translating the mobile experience to a larger screen, but of asking what would genuinely be better on desktop. The work held to one constraint throughout: extending the PWA without fragmenting the…
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Nadex Mobile PWA
Read case study →: Nadex Mobile PWAWhen Apple and Google removed binary options apps from their stores, Nadex lost its mobile distribution overnight, with half of all trading happening on mobile. A Progressive Web App restored access through the browser, but the harder problems sat in the verification flows. A research-led fix to the identity step, where 8% of rejections came…
Expertise
Where I focus
My work spans design leadership, systems thinking, and AI-augmented product design. Over fourteen years I have led UX at every scale, from zero-to-one product bets to enterprise programmes spanning hundreds of engineers. The approach stays the same throughout. Clarity of intent, rigour of process, and care for the people building the thing are inseparable.
UX Leadership
Building design organisations that influence decisions early, through craft standards, clear operating models, and a culture that favours considered decisions over reactive output.
Product Design
End-to-end design responsibility on complex, data-rich products: B2B platforms, content tools, and enterprise applications where precision of language and interaction are the product.
AI Practice
Defining the UX principles and ethical frameworks for AI-assisted experiences: where to surface machine confidence, where to defer to human judgement, and how to keep users genuinely in control.