BACKGROUND The Quotes page is the most visited page at E*TRADE with 368 million page views per month but it hasn’t been redesigned for a long time and was disjointed from other top-viewed pages. It was lagging competitively in overall design and information presentation based on our research.
OBJECTIVE Redesign the entire Quotes page so it has better user experience and information hierarchy that meets the user goals for both customers and prospects.
ROLE I was the lead product designer in charge of identifying the user goals and applying it to the designs based on research. Also, the product owner and I facilitated a 3-day workshop with 20 stakeholders to get alignment on information architecture, business requirements, and getting feedback on the different concepts I explored.