DOCKED TRADE TICKET
fidelity.com
Every design project has its own unique challenges. On this project, the design itself wasn't the most difficult part. As the design lead on the project, it was my responsibility to navigate the complex political landscape and accelerated timeline to make sure our vision would get built. I worked extremely closely with our technology and business partners and when I left the project after a year, the DTT was responsible for roughly half the daily trades on Fidelity.com
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I was responsible for every part of the design of the DTT, from concepts, through user testing, detailed designs and wires, specs, and finally to creative QA, our last visual check before shipping code.
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An Agile project, we built three complete, fully responsive trade flows over the course of a year. Each flow has it's own business and design requirements, from simple and advanced quotes, through trade entry, preview, and confirmation. We brought in our most active users first, and received great feedback almost immediately. I learned a lot about true Agile methodology and incorporating user feedback sprint by sprint.
OMNI-PRESENT, CONTEXTUAL TRADING
For our more active, engaged users, the Docked Trade Ticket brings a higher level of visibility and accessibility to trading. Its horizontal, slimmed down design allows impact without noise, influence without interference.
ACCELERATED TIMELINE
A few six-week design-and-test cycles would not be unusual for a project of this size. My team was handed this project with just a couple three-week sprints to create concepts, test, refine, and hand-off working front-end code to our development team. Considering we added an omni-present footer to most pages on the website, getting continued buy-in from key stakeholders throughout all the design iterations was the biggest challenge of this project.​
BREAKING RULES, CREATING STANDARDS
The Docked Trade Ticket challenged a lot of the design standards at Fidelity, and created some that have shown up at other firms. The combination trade button/dropdown menu I designed popped up at E*Trade two years later, looking and functioning almost exactly the same.