To achieve this, we worked with research and data analytics to devise a customer-centric strategy. We used segmentation to group items with relevant content on the page. We defined distinct sections for Trade/Transact, Move Money, IRA Contribution, Account Activity, and Additional Options for features not specific to transactions. We also identified the most frequently requested but hidden features, making them more accessible, such as mobile checks or fund transfers between accounts. We used iconography to visually identify each feature, making it easier and quicker for customers to find what they need and reducing the cognitive load on users.

Our ultimate goal was to make the new process more intuitive and build systems that assist customers in making a choice. By doing so, the backend systems can intuitively understand based on customer selection and correctly guide them through the actions, reducing errors and lowering overall costs for the business.

Example of redesign transacts landing POC. Display two mental models single one screen vs. breakout across tabs into customer intents. Color shading indicates areas of greatest change or new features brought to the surface.