E*Trade- Site redesign of ETrade.com
Bryan's first Studio Archetype project and an award-winner.  As the sole information architect, Bryan worked with a user researcher to understand an investor's needs for information, speed and functionality.  Based on our analysis, we created a task-based interface that provided information when needed and that incorporated the best-practices of successful traders.  For example, user-selectable market overview pages that contained market data tailored to different investment styles.  We also made recommendations for visual design and functionality that, although not possible at the time, were later implemented in subsequent ETrade.com revisions.

This site in coordination with a great advertising campaign catapulted E*Trade into the limelight and lead to millions of new users.  In one quarter, for example, E*Trade membership increased by 300,000 and funded trading accounts by 100,000.

(see the case study)

Role: Information architecture, user research and analysis
Agency: Studio Archetype/Sapient

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