Expanding and improving customers' trading capabilities via mobile apps
E*TRADE’s website allowed mutual fund customers to do it all - access “screeners” for filtering data, view quotes, and place trades. But the app proved problematic. On a smartphone, it lacked screeners, and on a tablet, the mutual fund features were simply non-existent. These functional limitations within E*TRADE's mobile space did not align with customer expectations and put the company at a competitive disadvantage.
We overhauled E*TRADE’s basic smartphone and tablet app to create a fully-functional mutual fund trading experience on the go. We incorporated missing screening features to the mobile app, and we also refactored the screeners on the website to create parity in functionality and design, thus ensuring a consistent and seamless customer experience across all platforms.
These enhancements provided crucial trading information to customers, expanded their trading opportunities, and helped boost E*TRADE’s competitive position in the marketplace
E*TRADE’s website allowed mutual fund customers to do it all - access “screeners” for filtering data, view quotes, and place trades. But the app proved problematic. On a smartphone, it lacked screeners, and on a tablet, the mutual fund features were simply non-existent. These functional limitations within E*TRADE's mobile space did not align with customer expectations and put the company at a competitive disadvantage.
We overhauled E*TRADE’s basic smartphone and tablet app to create a fully-functional mutual fund trading experience on the go. We incorporated missing screening features to the mobile app, and we also refactored the screeners on the website to create parity in functionality and design, thus ensuring a consistent and seamless customer experience across all platforms.
These enhancements provided crucial trading information to customers, expanded their trading opportunities, and helped boost E*TRADE’s competitive position in the marketplace
