TradingSmart
WellInvested.com

Technical Analysis is the statistical study of the past performance of stocks and the belief that future performance is triggered by events similar to the past. The founders of TradingSmart approached Zaudhaus to create a very consumer-friendly interface for the complex tools used to analyze and choose strategies for stock trades. The company was eventually bought by a major online stock trading company and folded into their portfolio of customer services.
Year Built: 2000
Project duration: 6 months
Zaudhaus role: Functional Specs, Interface Design, Brand Identity

Services
Site Design & Development, Custom Web Applications, Identity Design, Marketing

Industries
Financial Services
STATS
RELATED
CHALLENGE + SOLUTION
The Challenge: We always love the challenge of taking something complex and making it more accessible. This is what TradingSmart came to us with, exactly. We had to take the concepts, tools, and even terms from one of the most complex aspects of the financial world - and make it something your mother could understand. The service needed to be as easy to use as Amazon and certainly more rewarding and beneficial.

We used a very task-centric model - following an approach to the interface that involves the user in basically building a financial model/strategy along the way. Each step of the way, we show the user what they're doing and inform them of as much as is reasonable about how the elements of their model affect the outcome. We did this by showing each element of the process as sort of a running shopping list along the top. The module is the object that the user is creating. Once the basic functions were created, we went on to develop a familiar portoflio model in which users manage their various stock/strategy pairs as well as a more consumer-facing home page that brings the expert persona into the spotlight as part of the brand.