E*TRADE: Customer Service Intranet
Context
E*TRADE’s customer service teams relied on multiple disconnected backend systems to support account servicing, research and operational workflows. The redesign established a consistent interface layer across those systems, consolidating access and reducing navigation friction.
Constraints
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Multiple backend systems with different data models
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Large and evolving set of service workflows
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Call center usage under time pressure
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Cross-functional stakeholders (product, engineering, operations)
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Ongoing releases and incremental scope expansion
My role
I served as the sole interaction designer for the platform. I partnered with product owners and engineering to define requirements, structure workflows and produce high-fidelity wireframes that served as the reference for development and QA.
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What changed
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Consolidated fragmented system entry points into a coherent navigation structure
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Transformed complex service workflows into consistent interaction patterns
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Established reusable layout and component standards across 200+ screens
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Reduced ambiguity by making states, edge cases and workflow transitions explicit
Outcome
The platform provided a unified operational interface for customer service teams, enabling incremental expansion and phased rollout without disrupting core workflows. Interaction artifacts served as a shared source of truth across product, engineering and QA.
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