Scottrade (Phase 1) by Isobar
My first project at Isobar was helping redesigning Scottrade's mobile trading platform. My team worked dilligently to deliver a product that would increase trades from mobile devices for Scottrade. The app we launched surpassed their prior platform's lifetime trades within a few short months.
I led the design on multiple key portions of the app, some of which are detailed below.
If you would like to see the app in action, it's available on the Android Play Store and the iTunes Store (for iPhone and iPad). To access the full content, you'd need an account, but there is some functionality available without one, notably Branch Locator and Watch Lists, both of which I designed.
One of Scottrade's competitive advantages is that they are able to provide customers access to professional help in brick and mortar establishments.
It was important to provide mobile users with a way to access that advantage quickly and easily.
I led the design of their Branch Locator as one of the first experiences for the project, leveraging platform standards where possible, while still ensuring we remained true to the Scottrade brand and the design language that was being established for the mobile experience.
Here we have an example of what the user might see opening the Locator on their phone. It leverages standard map APIs to provide a clean and well understood experience.
When a user locates a branch they are interested in, they can tap the map pin and view basic information about the branch. Actual directions leverage the device's default mapping app.
If the user prefers, they can also view the nearby branches in a more scannable list. This affords access to multiple sets of contact information if that is relevant to their experience.
Additional information like hours of operation are available in the branch's Details, as well as an even stronger Get Directions call to action.
Users can also search for branches all over the country. This is helpful for users planning trips away who may need to stop by a branch they are unfamiliar with, which was a use case that came up repeatedly in our user testing.
One of the core purposes of the application is to provide users with utility on the go. The Watch List feature, a tool used to track stocks a person is interested in, was one of the leading ways in which we were providing that utility.
Watch Lists is also important because it is one of the only tools non-Scottrade members have access to in the mobile app. This allows non-members to get their foot in the door and understand the utility of the Scottrade experience.
I led the design of the Watch List function across platforms.
It was important to provide utility and useful data the moment the user enters this space. To that end, a 3x3 grid of stock "cards" is provided, each expandable to display further data and calls to action for quoting and trading.
Users who want a more traditional listing have that view option available to them.
Users can have an unlimited number of Watch Lists at any given time, so the ability to quickly swap between them was a high priority.
Managing the content of the List was also important, so customizing List name and editing of what stocks comprise the list was also made highly accessible.
In order to expedite the List building/management process, there are calls to action on multiple pages throughout the app, such as seen here on a stock's quote, to add items to any List the user desires.
Here we see the phone design, suited to the smaller screen but without sacrificing functionality.
For any client-focused experience it is important to provide access to their most important information as simply as possible. For Scottrade, that meant providing their users with a full suite of account management tools while on the go.
I led the design of the Account Management tools on iPhone and Android.
I made sure to utilize emerging design patterns within the framework to offer detailed information without overwhelming users.
Full account access on the go is the core of the Scottrade Mobile experience. Users have access to a complete overview tracking all their latest account activity.
Like Watch Lists, users may have multiple Scottrade accounts. The same selector is available, to allow for quick access to all a user's accounts.
From the overview, users can swipe right through their relevant account sections. Here their balance are a quick swipe away so they can visually track all their relevant balance info.
The user's positions (stocks held) are displayed here, with all the information required to make informed trade decisions. The detailed list allows for multiple sort options so users can view their data the way that works best for them.
Users can also check the status of orders they may have pending, as well as what the action was they took on that position.
Being able to track their actual trade and purchase transactions is very important, so a full Transaction breakdown is also provided.