Do what’s easy for the customer, not what’s easy for us.
The goal of this effort is to define the best trade experience for our customers. It is not to define the best trade experience for our customer’s given current funding buckets and existing back-end systems. There are real-world constraints but they need to take a backseat while we determine what will provide the best experience for the customer. If it’s not good for the customer, it’s not an option.
Concepts now. Details later.
The time will come for dotting ‘I’s and crossing ‘T’s. It’s not now. Ask yourself, ‘does it break the model?’ If not, it’s just a distraction.
Past performance is no guarantee of future results.
Do not assume past constraints are current constraints. Assume yes for now. We’ll revisit it later if necessary.
Look for every opportunity to shorten the distance between what the customer is looking to accomplish and what it takes to get there.
We know confidence is a pain point for our customers. Strive to provide more enhance decision support whenever possible.
We know our younger traders can you some help during the process, but guidance should not get in the way of speed and accuracy for more advanced traders.
Design for all devices and displays
Make this experience feel and home on any device and let customers trade where and when it is convenient for them.
Optimize for speed
Page performance is a critical aspect of a high-quality user experience. With the emergence of products such as Google Accelerated Mobile Pages and Facebook Instant Articles, minimal or zero latency with quickly become a basic expectation with our customers.
Ship to learn
We know that not all features or content will be adopted to add value. Make small bets, and be willing to quickly pivot when the results of experiments don’t agree with our hypothesis. Use customer input and data to inform decisions and let the best ideas win.
Fidelity upholds relatively high standards for the work it produces and places a premium on good design. The current state of Fidelity.com make look dated but, its mobile app is quite good.
My process involved sketching and white boarding concepts and flows with my IA partner and then translating these directly into high fidelity design comps. Since I was working with many existing design patterns, it was relatively easy to move straight into hi-fidelity designs. Additionally, Fidelity maintains excellent design pattern stencils in both Axure and Sketch. The days of gray box wireframes may be over.
My next step involved slicing the comps and piecing them together with Keynote or Axure into a prototype. In the early stages, I focused only on representing the highest risk areas of the design.
For each feature phase, we went through cycles of requirements, consensus, approvals, detailed specs, and handoffs.
Prototyping was the most effective way to quickly gain meaningful feedback from the team, consensus from stakeholders and approval from senior leadership. We also used them to for our weekly usability tests with our user research team.
Keynote (Magic Move!) was the boss when it later came time to demo motion and animation effects quickly to the team.