BACKGROUND The current Alerts Center has 40 million page views per month but was very antiquated in terms of functionality and user experience. Beyond the Alerts Center, there were many types of alerts that the user could set throughout E*TRADE but the customer journey hasn’t been well thought out.
OBJECTIVE Redesign the entire Alerts Center in terms of functionality and user experience so it’s competitive in the market. Also, broaden it to the Communication Center to encompass managing any message sent to customers from E*TRADE and alerts that customers actively set.
ROLE I was the lead product designer in charge of identifying the end-to-end user journey and goals and collaborating with the research team to put it in user testing. I explored different concepts and applied the test findings to execute the final product for development