I like to start all product ideas with fast sketching, and idea generation on paper before moving to the computer. In 2 years I had over 300 pages of notes and wireframes. Most of the product notes were digging into solving identified user problems such as noise in the stream (possible solutions: reputation system, spam system, filtered streams) as well as solving business goals like increasing registrations (possible solutions: clear sign up benefits, limit access before registering, newsletter email collection, tasteful prompts). I worked very closely with the Director of Product and COO to define the company's strategy and roadmap, so I would work on big picture problems to meaningfully impact the product's KPI's and achieve our business objectives.
Wireframing & Planning
While all of my ideas start as pen-on-paper sketches, for presenting or passing on to the team, higher-fidelity wireframes and flows help bring ideas to life. This top wireframe is a collection of ways to improve web registrations, where I was researching and brainstorming possible spots for prompts to sign up and how those interactions might work.
User Research & Testing
I led user research to help us evaluate our current product and also generate ideas for future product offerings. This included running in-person usability testing (session script and notes shown here), along with phone interviews, email correspondence, surveys, and keeping up with our app reviews and community feedback. Also designed and ran vapor-ware tests to quantify possible interest in yet-to-be-built features.
Native App Redesign
I led the redesign of the iOS app, which was then featured on the home screen of the Apple App Store in the "Best Apps of the Week". We have also been featured in the Finance category for over a year. The redesign focused on making it very clear how your stock is doing at a glance, keeping the up/down green/red bars always next to the ticker symbol. There was also work in modernizing the icongraphy. Our new Android app design followed closely to the iOS design with minor platform specific interaction differences.
Stocktwits.com has been long in the tooth for years now, with mounds of technical debt, and so one of my big tasks was redesigning the website. The plan was to start with a familiar layout with visual and interaction tweaks to align the brand with the successfully redesigned native apps and then A/B test more extensive modifications to make sure we were actually making KPI-moving improvements. The new web is still being worked on, but is live as an open beta product.
Web App Redesign (cont.)
The original web app has been around for over 5 years, so there were lots of pages and use cases to account for in this full-featured social platform. To help speed up the release of the beta site I worked closely with the front-end engineer and pitched in with HTML/CSS design tweaks along with some JS work in the React framework. The extended development time did allow for more user testing, but that also meant more iterative changes that further pushed back release.
Mobile Web App Redesign
The web app was designed to be responsive which lead to combining some of the design patterns I had established with the native apps with the new desktop web elements.
Before the Redesign
This was the look of the web and iOS product before I redesigned the interface. The iOS app was more visual clean-up while the website involved more structural changes, and thus more user testing, and the slower beta site rollover with full event tracking to keep track of any impactful changes.
Robinhood Trading Integration
A prominent new feature we added to the native apps is the ability to trade right from StockTwits using the Robinhood commission-free trading. The requirements were loosely defined, so I sat done with the engineer tasked with building the integration and went through the API docs together to map out the required screens which I then designed.
Robinhood Connect & Buy
After launch I managed user feedback on the feature to determine future product direction. The product was a success and led to over 40,000 Robinhood accounts being connected. Feature release led to a Techcrunch article about the integration.
One of the benefits of the API was that we got data back from Robinhood that allowed us to integrate more social features into StockTwits, such as the ability to share a verified trade. I also designed the experience for tracking your current position on a stock from that ticker screen.
TradeIt Multi-Broker Integration
A year after the successful launch of the Robinhood trading integration, we partnered with TradeIt to connect with more brokerages as well as keeping the entire trade experience on StockTwits (The Robinhood integration opened up the Robinhood app to execute the trade). This involved designing for a more complicated flow which I mapped out.
Having multiple brokerages possible required I architect a solution that kept it streamlined for many users who would still only have Robinhood connected but also make it easy to manage multiple accounts at once. This led me to add a custom action sheet with your default broker pre-checked. These mocks also show a Fidelty sponsorship where I designed native ad units to encourage sign ups yet keep the clean aesthetic.
Analytics & A/B Testing
I led the product analytics efforts at StockTwits, where I led the switch from Mixpanel to Amplitude for event and user tracking, and reworked the instrumentation along with plenty of troubleshooting to make sure we could trust our data. I also spearheaded our A/B testing initiatives, specing out what I wanted from an A/B testing framework (framework flow chart shown here), researching some open source solutions and working directly with the engineers to implement the tests. I would then run the analysis and create reports for tests.
One of the big problems I discovered early from my user research was that users often came to StockTwits when a stock was moving, but from the fast paced nature of the real-time stream, it was often unclear what had happened to cause the sudden movement. My initial proposed solution was to scrape recent posts for links from white-listed news sources and list them as news on the sidebar, but instead we went much further and built out a whole proprietary stock news system that listens across the web for stock news events. Since this is timely and important piece of information, I designed the event box as a unit that sits above the main feed.
For mobile, news and events received a similar treatment as web, but since there is no web sidebar to fit more news, I iterated through a few carousel options before settling on this one that lies in the feed as you scroll down.
T-Shirt Design & Storefront
The COO came to me with the request to design finance T-shirts that were "cool and edgy". I came up with the Cashtag Collection motif taking stocks that had trended on StockTwits during that quarter. One design (the oil ETF) was featured in the WSJ. I researched printers and storefront solutions and set up and managed the StockTwits Shopify store for turn-key profits with zero inventory through an on-demand fulfillment printer.