Scottrade Embraces Client Feedback in Developing Intuitive Online Trading Tools

ST. LOUIS--(BUSINESS WIRE)--More than 100 self-directed trader and investor clients each year test and give suggestions on investing services company Scottrade, Inc.’s online trading tools, helping the company develop more intuitive products to meet a variety of trading strategies.

“Nothing is too small or inconsequential for us to consider”

Scottrade’s User Experience team evaluates the usability of all company websites and online trading tools, such as ScottradeELITE^® and Scottrader^® Streaming Quotes.

“Simply put, we work to eliminate confusion and focus on easy-to-use design,” said Gina Bhawalkar, Scottrade’s senior user experience manager. “Scottrade has been assisting self-directed traders and investors for more than 30 years. Usability testing is an extension of our commitment to provide clients with the trading tools and resources they need to give them confidence to overcome barriers to their financial success.”

Scottrade conducts two studies each month in its dedicated in-house usability lab to collect client feedback on tools and updates at various stages in production. Most recently, the User Experience team assisted with the features and design of Scottrade’s Quick Trade bar, enabling clients to place trades through a detachable bar as they navigate the Web; and its trading website’s customizable home page.

“I want to know everything there is to know about something before I just jump in,” said Rhode Roberts, a Scottrade client who recently participated in a Scottrade usability testing session. “I have found that trading is just like anything else; it’s a skill you have to learn.”

Scottrade’s product developers know that clients want tools that help them make decisions and react to the momentum of the market, Bhawalkar said. “But, it is the User Experience team’s job to find out how clients will use Scottrade’s tools in their trading strategies. We act as an in-house client-advocate to ensure our tools meet their expectations.”

Usability considerations get to a granular level at Scottrade. For example, the User Experience team looks at website color contrast between text and backgrounds for readability, and always considers how different clients approach online trading tools and mobile trading.

“Nothing is too small or inconsequential for us to consider,” Bhawalkar said. “Our team wants to make certain that it is an enjoyable experience to trade and invest with Scottrade.”

Scottrade continually assesses the evolving needs of its millions of clients and improves its online trading tools to meet those needs. The User Experience team assists product development teams with updates designed to enhance a client’s experience and engage them in the complete lifecycle of a trade.

“By collaborating with the User Experience team, Scottrade’s product developers have learned to more closely consider the look and feel of the product and a client’s experience in using the tool for the first time,” said Todd Hammer, Scottrade’s assistant director of online investor services and product management. “This joint effort results in quality trading tools and timely updates that self-directed traders and investors need and can easily use.”

About Scottrade, Inc.

Investors who enjoy online stock trading will find value and personalized customer service at online investing services firm Scottrade, Inc. Founded in 1980, Scottrade enables clients to learn about online trading tools, stock market research and how to buy stocks online, many at just $7 per trade. With more than 500 nationwide branch offices, Scottrade has the largest branch network among online brokerage firms. To learn more about one of FORTUNE^® magazine’s “100 Best Companies to Work For,” visit about.scottrade.com or www.scottrade.com and follow us on Facebook, Twitter, YouTube and Flickr. Member FINRA/SIPC.

Scottrade^®, ScottradeELITE^®, Scottrader^® and the Scottrade^® logo are the registered trademarks of Scottrade, Inc.

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