Financial Services · Enterprise · 2022 – 2023
Evolving online trading with Scotia iTRADE
Scotia Wealth Management — Scotia iTRADE
Product Designer, UX Designer
Challenge
Rethink online trading so it feels approachable for newer investors without losing the depth serious traders rely on.
Overview
At Scotia Wealth Management, the ambition was to give clients an online trading platform that felt intuitive and innovative — not another dashboard hostile to first-time users. Working across the iTRADE experience, I helped reframe complexity as clarity: information architecture, task priority, and interaction patterns tuned to how real clients actually approach trading.
Context
Working alongside product, engineering, and Scotia's Wealth stakeholders, the team observed a persistent gap between the platform's power and its everyday usability. New investors bounced off density; experienced clients accepted friction because they had to. iTRADE became an opportunity to serve both ends of that spectrum inside a single coherent experience.
My role & team
Product Designer, UX Designer
Approach & process
Field research, stakeholder interviews, and user surveys grounded the work in real user needs. Detailed wireframes established the blueprint. High-fidelity, pixel-perfect mockups — anchored to personas like Megan (a cost-conscious millennial) and Amy (a more experienced investor) — carried the design into implementation. Regular usability testing kept every iteration honest.
Outcomes
An intuitive trading experience with clearer information architecture, reduced cognitive load, and a design system that gave development a confident production path — a 60% reduction in design rework and 30% shorter development cycles for the team building on it.