E*TRADE

TASK

Through a wave of feedback from customers, E*TRADE realized they needed to simplify and redesign their web presence– from their public facing site to their core product, the trading and portfolios platform.

PROCESS

Define User Needs, Business and Brand Goals
Participated in in-person user interviews to try and understand the users and build empathy. Met with stakeholders to prioritize business goals, user goals, and features.

Collaborative Sketching / Research
The goal was to go wide and think about all possible solutions as a team and I also ran a competitive analysis to see what other services were doing well.

Wireframes / Prototyping / Validation
Designed mid-fidelity wireframes of core tasks and interaction options to test out. AB tested for usability and gathered data to validate design direction.

Iterate
Based on testing feedback, optimized designs and continued to test and iterate until the user needs and business goals were satisfied.

Visual Design
Brought the designs to life!

RESULT

After revisiting our research material and addressing countless pain points through an intense iterative process, conversion rates were improving and stakeholders were thrilled and awarded us with another huge project- Robo Advisor (Adaptive Portfolio)