Deliverables
  • Ad Hoc Personas
  • Stakeholder Interviews
  • User Interviews
  • App audit
  • User Flows
  • Competitive Analysis
  • Scenarios
  • Story Boards
Team Members
  • Michael Aurelio
    DESIGN DIRECTOR
  • Tela Cheang
    UX DESIGNER
  • Courtney Sandlin
    UX DESIGNER
Duration
  • 3 Months
Observation:

New users come to Schwab through their companies’ equity programs, they are usually young in their career path, with little investment knowledge and just started looking into buying and selling stocks. Equity from these users represents BILLIONS in total assets. 

Hypothesis:

Updating Schwab’s Equity Award Center to create a better experience will retain these target users as they continue throughout their career and build trust for Schwab as a financial services provider and keep investive with Schwab as their trusted financial advisors.

DISCOVERY

Here we work to find out more about what motivates the younger investors with a goal of retention.

Kickoff Meeting

Objectives
  • Align on roles & expectations
  • Understand the business cases, and goals of the redesign
  • Develop an understanding of key users, and their primary use case, and scenarios to set a foundation
  • Define clear next steps

Synthesized Ad Hoc Findings

Here are the different archetypes of people who uses the EAC. It was decided that we should focus on improving the participant/employee’s experience.

We plotted them on quadrants and focused on two personas, hypothesizing the personas’ traits on a sliding scale.

INTERVIEWS

Stakeholder Interviews

User Research and Interviews

We interviewed 10 users (using any equity award products, not just Schwab) between the ages of 23-35, assessed their traits on the scale, and plotted them on a graph in relations to our hypothesized ad hoc persona Zac.

Life Stage as a Key Influencer

What affects people’s goals and motivations?

AUDITING

Current State User Flows

We combined an audit of the current EAC for the main user flows to include pain points encountered at each screen.

Competitive Analysis Summary

Content Audit

Finalized Personas

Focus primarily on Zac, young in his career, is always tempted to cash out all equity and spend it on his lifestyle. Low sophistication in finances, have not really thought about his financial future.  

Now that we have a primary person formalized, we started concepting on ways to engage Zac, maybe helping him learn about what to do with his Equity options other than cash out right away, keeping the assets within Schwab for long term and building a relationship. 

SCENARIO

STORYBOARDS

CONCEPTING

We started sketching high level ideas and features for every stage that would help Zac make the most use out of the EAC at certain events of he uses the Equity Award Center.

 
 
 
 
 
 
 
 
 
 
 
1
1

With our primary personas and motivations as guiding principles, Schwab and DesignMap continued to redesign the EAC and the EAC mobile site.