Tavex Group eCommerce platform UX/UI redesign

Serving more than 1.9 million customers annually and selling over 4 tons of gold every year, Tavex Group operates at a scale where trust, clarity, and customer experience directly influence commercial performance.

Founded in 1991 and active across 8 European countries, Tavex had already established itself as one of Northern Europe’s leading precious metals and foreign exchange companies.

But despite the strength of the business itself, the digital experience across its markets had begun to drift apart.

Different user experiences, fragmented flows, and inconsistent interfaces created friction inside an industry where confidence and usability matter enormously.

That is where Xfiner entered the picture.

The challenge

The assignment was extensive.

Tavex Group needed a unified eCommerce experience capable of serving multiple countries, product categories, and customer expectations while maintaining consistency across the entire ecosystem.

The platform needed to improve:

• User experience
• Cross-market consistency
• Purchase flow efficiency
• Customer engagement
• Online conversion rates
• Revenue performance

At the same time, the experience had to support the complexity of the precious metals industry itself, where users closely follow pricing, market movements, portfolio value, and financial security.

The challenge was not simply designing a store.

It was designing a digital ecosystem around trust and financial behavior.

Building a unified European eCommerce experience

Xfiner approached the project by creating a common eCommerce platform architecture capable of serving Tavex’s multiple regional branches under one cohesive digital experience.

The scale of the redesign was significant.

Nearly 500 screens were designed across desktop and mobile experiences, ensuring consistency while supporting regional operational needs.

The platform focused heavily on:

• Cleaner purchasing flows
• Better navigation
• Consistent cross-market UX
• Stronger mobile usability
• Improved product accessibility
• Faster interaction patterns

The goal was to create a smoother experience regardless of country, device, or branch.

Introducing advanced customer tools

The redesign extended far beyond standard eCommerce functionality.

Xfiner helped introduce several customer-facing tools designed to strengthen engagement, improve transparency, and create a more sophisticated financial experience for users.

These included:

• Virtual Portfolio
• Price Bot
• Market Watch
• Custom Charts
• Tavex ID

Together, these systems provided users with:

• Real-time market visibility
• Personalized portfolio management
• Enhanced account functionality
• Better financial tracking
• Improved operational convenience

The platform evolved from a transactional environment into a more complete digital ecosystem for precious metals customers.

Designing for trust and clarity

Financial products demand a very different UX mindset compared to ordinary retail.

Customers making precious metals purchases expect:

• Clarity
• Transparency
• Security
• Stability
• Professionalism

Every design decision needed to reinforce confidence throughout the customer journey.

The interface focused heavily on simplifying complexity while preserving the seriousness and credibility expected inside the financial sector.

Recognized transformation

Internally known as the Tavex Facelift project, the redesign significantly transformed the company’s digital presence and received recognition within the industry for both innovation and execution.

The project demonstrated how thoughtful UX/UI design can influence not only appearance, but measurable operational and commercial performance across international markets.

The outcome

The redesigned Tavex platform delivered a significantly more cohesive and engaging customer experience across all branches and devices.

The project contributed to:

• Improved customer satisfaction
• Higher conversion performance
• Stronger online revenue
• Better cross-market consistency
• More advanced digital engagement

Most importantly, it helped position Tavex Group for the future of digital precious metals commerce.

Designing trust at scale

Large-scale financial eCommerce environments are difficult to simplify.

This collaboration became another example of how UX/UI design, operational thinking, and digital strategy can work together to improve highly complex international platforms without losing clarity or usability.

Because in financial commerce, trust is not communicated through words alone.

It is experienced through every interaction.

Services involved

• UX/UI Design
• eCommerce Experience Design
• Financial Experience Design
• Automation
• Product Design
• Cross-Market Platform Design

Related links

For related context, see Talk to us, European Design Award Silver, AI-powered internal tools and automation, ICP-led web design, Xfiner showcase, and Xfiner.