eTrade OLA

Online Application Redesign

A redesign of the OptionsHouse sign-up funnel from start to finish.


The Problem, 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.