Online Application Redesign
A redesign of the OptionsHouse sign-up funnel from start to finish.
OptionsHouse.com, an online stock and option trading platform owned and operated by eTrade, was suffering from poor conversion rates due to a sub-optimal signup process. We redesigned the entire signup funnel, start-to-end, with a mobile-first approach that resulted in a marked improvement in application completion rates.
Role & Team
As UX lead, I acted as the point person between marketing, engineering, customer service and design. I led all design efforts and architecture strategy.
Artifacts produced during this project:
Wireframes were generated during iterative design sprints with the visual design team.