Capital One
NEXT GEN DECISION MAKING DESIGN
Modernized investing research functionality and user flow for optimal user experience on both web and mobile platforms based on user testing and Design Thinking workshops.
PROJECT OUTPUT
Product Vision, Wireframes, User Flows, Prototypes, Research Plans & Findings, Design Specification
COLLABORATED WITH
Product Management, Brand Strategy, Engineering
MY ROLE
Led collaboration efforts of multi-disciplinary team driving design objectives and research plan. I clarified customer needs, delivered designs, and guided implementation.
THE STORY
Capital One Investing (the self-directed trading platform that Capital One eventually sold to ETrade) was ready for a redesign of the Investing Research platform. I led the redesign which was necessary to modernize the most heavily trafficked pages in the user flow that drove revenue.
The Customer Problem
Investing research heavily drives active self-directed trading (buy and sell). Capital One Investing's research experience was not optimized for Investor research on-the-go. Customers reported getting easily overwhelmed with information overload and using multiple platforms for research before making a trading decision. The experience drove customers onto other platforms and sometimes delayed a transaction due to a poor mobile experience. In short, the high revenue driving user flow was also causing customer attrition.
The Process & Solution
Leading this effort, I immediately put the existing experience into user testing and unpacked the results with the entire team. This quickly revealed the customer's priority for the elements in the experience relevant to making a trade. The team collaborated to gather and analyze competitive and analogous experiences. Then we took these inputs into a Google Ventures Design Sprint, an intense 5-day project to identify and align our goal with customer needs, ideate, iterate, and test multiple solutions. This process revealed that the team had a huge opportunity to introduce simplicity and agility into a customer's experience of not just researching, but researching and placing a trade seamlessly.
The Result
This customer-first collaborative effort was a big win for my team because we jump-started a redesign for a simplified, well-informed, self-directed research experience on the same platform that they trade on whether they were on their mobile or desktop device.
I also partnered closely with the engineers to guide implementation and make minor adjustments during the build process which resulted in time efficiency and breaking down potential communication barriers.
Summary
With my project leadership, we uncovered a deeper customer problem that empowered the team to iterate on a design solution that will delight customers, increase revenue, decrease attrition and set the company apart in the industry. This was a leadership milestone I hold to high esteem not just because of the result, but also because the team appreciated my role in activating their input and truly understanding the customer problem.
