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 FlowA retail banking client had an onboarding completion rate of 34%. The form had not changed in six years. The brief was to improve the number. The real problem was different — and the solution required rethinking what the form was actually for.
OTHER CASE STUDIES
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Account and Payment Improvements
Read case study →: Account and Payment ImprovementsPayment-related enquiries made up 17% of all contacts to the Trading Services team. A five-day discovery sprint combining call-centre shadowing, affinity mapping, and domain expert interviews produced a reclassification of the problem rather than an incremental redesign.
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Nadex New Web Platform
Read case study →: Nadex New Web PlatformAn enterprise SaaS platform had grown from three modules to nineteen without a corresponding investment in navigation. Power users had developed workarounds. New users were not becoming power users.
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Nadex Mobile PWA
Read case study →: Nadex Mobile PWAActive traders using the desktop platform were not adopting the mobile app. The gap was not feature parity — it was interaction model. Desktop trading relies on precision; mobile required a fundamentally different approach.
Expertise
Where I focus
My practice sits at the intersection of design leadership, systems thinking, and the emerging discipline of AI-augmented product design. Over fifteen years I have led UX at every organisational scale — from zero-to-one product bets to enterprise programmes spanning hundreds of engineers — always with the same conviction: that clarity of intent, rigour of process, and care for the people building the thing are inseparable.
UX Leadership
Building design organisations that earn their seat at the table — through craft standards, operating models, and a culture of 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.