thinkorswim Suite Onboarding Refresh
Role:
Executive Creative Director
Context:
thinkorswim, widely recognized as the most advanced trading platform suite in the industry, was also considered one of the most complex to learn. However, once traders understood the ins and outs of using it, they loved all they could do with it. The challenge was getting them past the initial learning phase.
Strategy:
To create confident long-term users, the onboarding experience was rethought. A series of four emails, each building on the previous one, guided traders through platform setup and trading execution while providing resources for continued learning. Working in an agile style, I provided strategic creative oversight, aligning on goals with the core team while empowering them to make autonomous creative decisions.
Impact:
The new onboarding approach led to a significant lift in engagement across the desktop, web, and mobile platforms. The work also earned a Bronze award from the Financial Communications Society in the Consumer Retail Email category.