Overview
TD Ameritrade purchased Scottrade in 2017. After deal close we began to integrate Scottrade clients and begin sunsetting their various platforms.
Existing Scottrade clients were caught in the middle of changes to their investing mental models without much say in the process. They were frustrated their cheese was being moved and let us know about it.
Conducted an audit of the Scottrade app.
Discovered most of the Scottrade clients concern was possibly losing a loved feature called Balance History.
Determined that the main goal of the balance history chart for users was a visual way for them to quickly track their progress every time they opened the app. Further discussions revealed the chart helped users feel aware of their investment health and confidence.
Discovery
I created an initial design based on stakeholder requirements to take to a user panel test.
Testing
We did a round of moderated user testing with 6 former Scottrade clients to validate our conclusions and get initial feedback.
Findings
3 features surfaced as the most important to include:
Their current balance
Ability to select various increments of time
Ability to tap on the line to see balance data.
Additional to the three most important features we explored additional features that were suggested by the users, myself, and product owners.
Selector buttons or page menu?
A table of the matching data points below the chart
Move to the dashboard
Deposits and withdrawals
Refinement & Iteration
After another round of moderated user testing and discussions with development I refined the design.
After the developers did a technical assessment of the deposits and withdrawals interactions they determined that it would be out of scope for the initial release.
An AB test with clients revealed that clients shown the settings gear were less likely to interact with the comparison tool. So we moved forward with the button selectors.
Results
I refined the final design and based on product owner feedback added a sticky hide/show button/link to minimize space. We also noticed in the final testing that users sometimes missed the selector buttons so I added a contextual title over the comparison buttons to highlight the interaction.
We bridged the gap from the Scottrade conversion and improved upon the functionality by adding comparisons to the market.
Former Scottrade clients were surveyed and reported overwhelmingly positive opinions on it.
Customer satisfaction (NAS) scores went up from 49% to 60%
Analytics data showed the chart was being used by almost all of our clients
© Carlo Maldonado 2024