Revamp the homepage.
Redesign the gifting experience for stock across the Web and mobile apps.
Design a new and more intuitive stock trading platform from scratch. (Only gifting was possible when I joined.)
Lead and execute all design functions from digital to printing. Ensure that the best user experiences are achieved while meeting business goals.
Establish a new appearance for the company to improve credibility.
Add new features and improve existing ones as necessary.
Design the product in a way that makes stock investment less intimidating so that even kids and those who are not very tech-savy can enter the stock market.
Revamp and establish a more coherent design scheme across different platforms and devices.
Also use the platform as an outlet to provide free learning materials on the stock market.
The very first thing I did when I joined Stockpile was to quickly update the homepage. The old homepage triggered some concerns regarding credibility.
With the redesign I focused on:
Highlighting why Stockpile is different from other brokerages.
Shifting focus from gifting stock for someone to buying stock for yourself because I believe many people would invest more in themselves. Gifting usually happens during the holidays and special occasions.
Because the company is still in its early stage, I decided to improve credibility with endorsements, security, and a more modern look.
To view full image:
1. Click on the image to open lightbox view.
2. Click on the square icon in the lower right corner and select "Original".
Wireframing - Round 1
Wireframing - Round 2
The final outcome
GIFTING STOCK (Online)
Allow customers to send e-gifts of stock and ETFs via the Web and mobile apps.
Collect customer feedback and analyze behavioral data from various analytic services to identify customer’s pain points and address them in the redesigned experience.
Most favorable feature to be added was the ability to place multiple orders of stock for different recipients in a single transaction.
Only one stock purchase per transaction.
Poor user interface & visuals.
Ability to purchase multiple stocks for different recipients in a single transaction.
Improved user interface & visuals.
Outlining for structure
• Entry points. (From homepage, or other call-to-actions elsewhere.)
• Select multiple stocks from catalog. (Add-to-cart style.)
• Set dollar amount for selected stocks.
• Enter recipient info (#1)
• Prompt user to restart flow for recipient #2
• Allow user to repeat flow for more recipients as they wish.
• Confirmation screen
Basic wireframing to get the structure of the gifting flow.
After several iterations and click-through prototypes, this is the final outcome:
GIFTING STOCK (Physical)
Allow customers to buy physical gift cards for stock at over 15,000 participating retail stores nationwide. Gift cards can also be ordered and shipped from our online store.
(Worked with graphic designers on the redesigned cards.)