UX writing for TD Ameritrade: Account opening flow
Problem
Many prospects are having a tough time with the online account application. As a result, they don’t set up a TD Ameritrade account.
Solution
Create a new online application with clearer copy, a friendlier voice, and an improved form field flow.
Results
10% increase an application completion (as opposed to abandoning) tied to a new flow of form fields and improved form copy.
Process
After product owners and developers identified the problem, the research team ran moderated tests to determine exactly which parts of the flow were slowing clients down. I sat in on these user testing sessions to help guide copy and design improvements. I worked with designers to sketch ideas and ultimately create a few different designs to test with clients. I revised copy about every week based on stakeholder reviews and user tests. I also worked with legal and compliance throughout the project.
Time frame
11 months from project brief to production.
Text in red = key copy updates
TD Ameritrade UX writing