Schwab Interactive Learning
ROLE
Lead Designer
TEAM
Product Managers, Researchers, Content Managers, Producers, iOS & Android & Web developers, Program Managers
USER PROBLEM
Learning how to invest, what to invest in and when to invest can be daunting. The plethora of information online can make your mind run in circles. We noticed that our Schwab clients and customers were not engaging with the light, outdated learning content we had on the website and apps.
DESIGN SOLUTION
Fresh, new and interactive learning content would not only engage clients and customers, but also allow them to make better investing decisions. We want them to be confident in their choices and feel empowered to invest, independently. TDAmeritrade had timely content which we could leverage to allow users to make investments without relying on a financial advisor all the time.
DISCOVERY
We conducted a comprehensive analysis of the existing content on the TDAmeritrade desktop site, identifying key features and functionalities. Through this extensive process, we gained valuable insights of the platform, both strengths and weaknesses as well as opportunities for enhancements.
Understanding TDA and its offerings, we were ready to embark on a journey to reimagine the user experience and seamlessly integrate it into the Schwab ecosystem.
RESEARCH & TESTING
As we revamped the entire learning experience, we crafted designs compatible with all platforms. We conducted prototype testing on both web and mobile interfaces to guarantee a seamless user experience. Through testing, we discovered that certain call-to-action designs were more robust and intuitive than others. The journey and navigation flow were evidently clear. Moreover, accessing the learning content proved effortlessly straightforward, particularly since it was integrated into the Level 1 navigation menu.
DESIGN DELIVERABLES
Designing and crafting templates for the experience streamlined the implementation process for the engineering team, enabling them to efficiently integrate specific pages. This was executed for both the app and responsive web platforms. We also created design components for the design system which were utilized for the experience. It ensured scalability across all company products, which was a huge win for the company.
OVERALL OUTCOME
The phased launch across platforms took place in 2023. Responsive web courses first launched in February 2023 and App courses followed in July 2023. Web Learning Paths, which were longer, deeper sets of modules launched in September 2023 and Mobile Learning Paths followed in December 2023. The phased approach ensured no big bugs or functionality errors in the experience. Overall successfull launched with opportunities to better the experience.
LOOKING FORWARD
What we have learned from this project and how we plan to move forward.
Up-level Navigation.
At launch, access to Learn was from Level 1 in the App, shortly after, it was deprioritzed. We aim to relocate Learn to a more accessible location.
Get the 4-1-1 on Design Systems.
Better understand all design systems and address gaps before project begins.
Refining Conversion and Metrics.
Establish a clear connection between key perfomance indicators (KPIs) and our main metrics to enhance our strategic impact.
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