User Experience - Application Revision

My role at tastytrade combined UX, marketing, and CRM writing. One of my first major projects was an overhaul of the application design process, making it a more digestible for users.

Initial State

The initial application state was verbose and didn’t adhere to best UX practices in 2024. The first screen asked for login info, along with an irrelevant pricing list. The entire form was a single page, creating an arduous scrolling experience and included intrusive pop-ups. For a financial company, modern UX design and content can be an immediate way to establish trust with a user, which is critical to getting them to convert.

Revised State

The refreshed application broke up input fields into individual pages, with a status bar and estimated time to complete, making it easier for users to digest information. It also created a better mobile experience with less scrolling.

We condensed information about accounts, allowing users to move faster without getting bogged down by too many details. Tooltips informed users why they needed to submit certain information in a reassuring tone. We also included a clearer overview of account types.

Component Examples

Marketing

At tastytrade, I worked on a variety of platforms across web, display, social, and paid media. As the brand’s only writer, I had a huge role in shaping the company’s distinctive, challenger voice - while also dancing with financial industry compliance regulations. The result was a brand tone that spoke to traders like traders (and took a few shots at our competitors), which was unique in the investing space.