Scottrade (Phase 1) by Isobar
I worked to redesign Scottrade's mobile trading platform. My team worked diligently to deliver a product that increased trade volume from mobile devices. The redesigned app surpassed Scottrade's prior platform's lifetime trades within months.
I led the design on multiple key portions of the app, some of which are detailed below.
Scottrade was purchased by TD Ameritrade in 2017.
One of Scottrade's key competitive advantages was their brick and mortar presence.
It was important to provide users with easy access to those locations.
I led the design of the Branch Locator, ensuring we remained true to the Scottrade brand and the app's developing design language.
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.
A core component of the application was providing actionable utility. The Watch List feature, a tool used to track stocks a person is interested in, was key to this.
Watch Lists were important because they were accessible to non-Scottrade clients. They allowed non-paying customers to get understand the many benefits Scottrade provided. It was a gateway into Scottrade as a platform.
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.
We provided access to important information as simply as possible. Users could access a full suite of account management tools on the go.
We utilized design patterns 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.