BACKGROUND E*TRADE is well known for its trading platform but it has a transactional relationship with its customers where they see E*TRADE only as a tool to execute their investment decisions rather than using it as an advisor to help plan their long-term investment needs. The team was struggling to come with the vision, strategy, and high-level concepts for its Virtual Advisor app which will be the north star for building an advisor relationship with its customers. This was one of the most important project that was on the radar of the CEO, CBO, and CTO
OBJECTIVE To come up with vision/strategy for Virtual Advisor so that all the project teams involved will have a north star for the project. Also, come up with high-level concepts to help visualize the vision.
ROLE I was the sole lead designer and strategist to come up with the vision/strategy and high level concepts. I created a presentation deck and presented it to executives and it was very well received.