E-Trade

User experience strategy and design, design management, practice development

Project: Support design leadership on a new program to increase user experience strategy and design capabilities and apply the work by leading the design teams to design and implement 2 major product and service and product development initiatives. 

E*Trade were investing in a major upgrade to their leading platform that manages company stock plans. A critical part of the initiative aimed at innovating the approach to designing the user experience. Partnering with the Director of User/Customer Experience and the Digital Product Development team we crafted a user-centered strategy that drove the agile design and development process. Personas and customer journeys helped focus team efforts and empower the UX team in the relatively new agile environment. The design capabilities were further advanced in the work to develop the experience design strategy for a major re-design of the E*Trade Options platform.

Activities: Design capabilities development, design management, process innovation, personas, customer journeys, strategy visualization, design socialization.