BACKGROUND Complete View, Portfolios, Quotes, and Trade Ticket page are the most visited pages at E*TRADE, accounting for around 1 billion combined page views per month and 62.3% of all traffic at ETRADE. It is the biggest revenue stream and core business of E*TRADE. It was being worked on by three project teams with three designers so the user experience and design lacked consistency.
OBJECTIVE Gather all the business requirements, customer feedback, and research findings and make the user experience and design system consistent throughout all the pages so we give the customers the best and consistent user experience as possible.
ROLE I was the lead product designer to come up with a consistent user experience and design system across four pages while also collaborating with other team members to identify users’ JTBD and combining inputs and requirements from three project teams.