What is Liberty by E*TRADE?
E*TRADE is a service that allows users to manage their money – including making trades on the open market.
Liberty is a tool developed by Trust Company of America (TCA), a company offering SaaS tools to Registered Investment Advisors (RIAs.) Liberty is the tool TCA developed that allowed RIAs to manage their clients – and their clients’ portfolios.
This Project
TCA hired me in 2013 to establish a design practice that would re-design their tools with a user-centered focus. As the sole designer for the company, I was the de-facto head of design, where my role included:
- End-to-end ownership and delivery of the UX and UI design processes.
- Product management of all products offered by TCA.
- Business stakeholder management.
- Cross-functional communication and collaboration with C-level, senior leadership, and department leadership groups.
- Development team support and oversite for design-related deliverables.
- Leadership of all consumer testing
- Communication of all design-related decisions to invested stakeholders.
Work Done
During my time at TCA, I pitched, researched, designed, tested, and helped to implement dozens of different projects. Some examples include:
- Complete View – integration of whitelabeled and iframed third-party tool for RIAs to view their clients’ non-TCA accounts.
- Automated Household Rebalancing – Rebalancing client assets at the household level, limiting trade expenses and maximizing after-tax returns.
- Responsive Re-Design – extending existing functionality to be useable and intuitive in responsive viewports.
- Landing Page Re-Design – re-designing and re-organizing the RIA landing page to provide a more actionable interface.
- Tax Harvesting – gives RIAs insights into unrealized gains & losses that could be used to maximize after-tax returns.
- Two Factor Authentication – enhancing the security of RIA accounts with 2FA functionality.