Online Trading Redesign

Before: The current trading system required more than 32 actions to buy a stock.

We performed a usability test and cognitive task analysis with 15 traders using the main On-line trading systems on the market: Schwab, TD Waterhouse, Ameritrade, Bridge, ActionDirect, etc.

We captured the best practices and understood limitations of each system. After redesign, we did a usability test with 8 traders.

After: Our redesign reduced the number of screens from 4 to 1 and the number of actions from 32 to 7.

We included a portfolio view that could be refreshed to update values. We also include a Stock Options layout that could be easily manipulated.

In the conceptual design we integrated multiple innovations and best practices that could potentially make the system the most advanced on the market.


© 2009 Cognitive Group