Online Brokerage: a redesigned trading application for all audiences

The Problem

When WR Hambrecht + Co needed to redesign the online brokerage portion of their web site they turned to us for proven economy and experience with online trading applications.

The back end for the application tier had been adapted from a DTMF (phone keypad controlled) system and the presentation tier interface the engineers had devised felt about like using a "voice-jail" system in a Web page!

The challenge was to provide a user interface which would be intuitive for the first time customer but remain fast and professional for the frequent user.

The Solution

We utilized both interviews of potential users and professional traders to find approaches which would fit the needs of amateur and experienced traders alike.

several approaches were tried, and through observation techniques and pluralistic walk through's we settled on a metaphor which grew from a "bid ticket" look similar to what a trader would use on the floor of the Stock Exchange.

Menus and navigation structures were grouped based on user input of various forms. The result was a fast, lean interface which needed little scrolling to accommodate the information demands of a live trading environment.

Results

The online brokerage realized a substantial increase in online trades in the first month and a steady increase thereafter. Visceral conversion factors were also realized including sign ups for broadcast emailing and participation in auctions at the simultaneously redesigned public site.