Zecco is an online brokerage site for stock, options, and forex traders that offers low-cost stock and options trades.
To better meet the needs of its users, Zecco set out to update its portal and upcoming trading platform. In doing so, Zecco needed to assess the features of its current offering and identify new opportunities to enhance the value of its product for customers. Specifically, the team sought to evaluate the current user experience on its site to understand user behavior and identify the most important site features and attributes, benchmark the site’s performance overtime to track the efficacy of future enhancements, and determine new services / content that would be helpful for site visitors.
The developments over the three phases resulted in: