Case Study
Online Account Opening (OLA)
Problem Statement
To reduce the abandonment due to the length and complexity of the account opening process.
Use case
New and existing users were abandoning the process because it would take up to an hour and a half to complete it.
Solution
Sole design planning and execution with direct impact on user experience design resulting in clients’ opening TD Ameritrade accounts in a third of the time—in 20 minutes—than its previous version.
- Streamlined the account opening process.
- Improved the funding process.
- Gave existing clients the ability to pre-populate information.
- Separated the account opening process from the KYC.
Results
By improving the account opening flow, the completion rate increased to an 80%.
The number of IRA funded accounts improved by a 17% the first year.
The technology team was able to implement better security features.
Accessibility was part of the SDLC from the beginning.
Components and micro-interactions were normalized across the entire application.
Sitemap
Given the complexity of the Online Account Opening application, collaborating with the business analysts, tech teams and content strategists, we mapped the entire flow in order to cover most use cases.
Wireframes
I created wireframes and prototypes to explore all possibilities before writing a single line of code. These wireframes served as paper prototypes, for guerrilla-style user testing, and lead the discussions to improve the experience for all users.