Antonio Schibono
QT_LeadImg.png

Nurturing Confidence To Invest

Client: Questrade Inc.
Role: UX Design Lead
Duration: 4 Month Contract
Agency: No Fixed Address Inc.

In 2018, Questrade undertook a comprehensive internal and external assessment of its customer acquisition process. The study led to a strategic decision to invest in a best-in-class web presence, with the goal of significantly enhancing user experience and increasing the conversion rate of web visitors to active users on the Questrade trading platform.

I was engaged by creative agency, No Fixed Address to lead the UX and design system development for the redesign.

My Role
As the UX lead I worked with a team of 2 designers, an information architect and a copywriter as part of a larger project team between NFA and Questrade. I was responsible for architecting and managing the production of the UI and component design system and worked closely with the IA and copywriter to design page layouts, ensuring the application of page components aligned with the intended user flow and content of the page.

Project Metrics:

  • Increase % of signups to the Questrade trading platform

  • Increase % of overall website traffic and usage

  • Improve NPS score for Questrade.com


Strategy
There were 3 key strategic objectives for the project:

  1. Convince - Build personal and brand confidence through contextual and relevant storytelling

  2. Convert - Facilitate the converting action through anticipatory and intelligent user experience flow

  3. Scale - Develop a system that could scale easily with new learnings and content updates


Approach
Questrade and No Fixed Address aligned on a systematic approach to redesigning Questrade.com, focused on the development of a scalable design system that facilitates seamless content engagement and inspires proactive user actions.

The Design System
The design system consisted of a full UI kit and a set of components designed to display a variety of content types, interactive modules and call to actions. Each component was designed with specific metrics to be captured, ensuring valuable feedback would be gathered to inform future optimizations.


The Process
Over the course of eight bi-weekly Agile sprints, we developed both the design system and the full set of page layouts. Design mockups and specifications were handed off between designers and developers at the start and end of each sprint. Full-day SCRUM sessions were held between the NFA and Questrade teams to demo new designs and collaborate closely with developers. During each sprint, the UX team performed quality assurance on designs from the previous cycle, while the upcoming sprint was planned with input from the entire team.

Page Design
Page designs started as low-fidelity wireframes, concentrating on content and user flow for each page. Once the flow was approved by project stakeholders, the designs were then created in high fidelity, utilizing components from the design system to ensure consistency and polish.

The Outcome
The site launched in October of 2018. Since the launch the site has seen a steady incline in both account signups and overall usage. Customer and industry feedback has been overwhelmingly positive and Questrade was named best online brokerage in Canada for user experience by Surviscore in 2019.