associate UX Director - TD Ameritrade (2011-20)
Online Account Opening
Online Account Opening
Online Account Opening
Streamlined the account opening process, which improved the completion rate by 80%. Allowing the users to complete the process in a third of the original time.
Trade Architect
Online Account Opening
Online Account Opening
With Trade Architect, I redesigned and modernized the trading flow matching the user mental model of trading. Solutions were awarded multiple design patents and increased the average number of trades from an average of 14k to 22k per day.
Trade Finder
Online Account Opening
Active Trader UX Team Leader
Understanding how difficult it can be for users with disabilities to examine the Option Chain, I designed a simplified way to trade complex option strategies. As result, the Trade Finder designs were awarded four design patents.
Active Trader UX Team Leader
Active Trader UX Team Leader
Active Trader UX Team Leader
Lead the end-to-end product design team for thinkorswim, Trade Architect, Trade Finder and TDA University Competition. The main focus was to introduce Design Thinking practice and user research in order to make the experience consistent independent of the platform.
thinkorswim Web
Active Trader UX Team Leader
thinkorswim Web
TOS web was the natural evolution of Trade Architect. Here we applied Design Thinking methodologies to provide our clients with the best possible experience. This was the first project for the Active Trader team where accessibility was included as part of the initial requirements.
Account Funding
Active Trader UX Team Leader
thinkorswim Web
By reducing the number of screens and streamlining the process, the number of accounts funded increased by a 17% the first year. The same flow was later implemented as a service.