PNC Wealth Management · Financial services
Trade Enhancements
Expanded trade access, flexible order entry and clearer holdings selection within an established wealth management platform.
Role
Senior Product Designer
What I owned
Research, wireframes, mockups, prototypes, usability testing, stakeholder presentations, and the Digital Investing KPI program.
Team
Product, Design, Content, Accessibility and Engineering, plus Customer Advocacy, Legal, Risk and Compliance reviews.
Tech stack
Figma · design and handoff
Jira · backlog
Adobe Analytics · feature tracking
{{ s0 }}
Trade button interactions
{{ s1 }}
Tax lot interactions
{{ s2 }}
Completed trades with new capabilities
Adobe Analytics · Sept 2025 – Oct 2026 · 354,596 tracked feature interactions and completed trades in total
Nearly 1 in 4 completed trades in the past year used the new capabilities.
Fractional shares and sell all: 70,034 of 295,237 completed trades (23.7%) · Adobe Analytics, Sept 2025 – Oct 2026
Scope
Four core enhancements, one trading experience.
Four integrated enhancements expanded trading capabilities while making it easier for investors to act within their existing workflows. A fifth, sell all, lets investors sell an entire position in one step.
Enhancement 01
Trade access points
Expanded trade access across eight platform entry points, allowing investors to initiate orders in context with relevant details prepopulated.
Enhancement 02
Fractional trading
Enabled investors to buy and sell fractional shares, making it easier to trade beyond traditional whole-share orders.
Enhancement 03
Tax lot management
Gave investors visibility and control over individual tax lots, supporting more precise share selection when selling holdings.
Enhancement 04
Dollar/share toggle
Introduced flexible order entry in dollars or shares, with automatic conversions to help investors review amounts before trading.
01 · Discover
Rethinking the path to trade.
Investors relied on limited trade entry points, whole-share orders, and manual processes to manage fractional trading and tax lot decisions.
Discovery focused on identifying workflow gaps and opportunities to improve trade accessibility, flexibility, and investor control within the existing platform.
Research
Understanding the existing experience.
Product requirements, competitive analysis, and end-to-end user flows shaped the proposed enhancements, with input from Product, Customer Advocacy, Legal, Risk, and Compliance.
02 · Define the user experience (UX)
Expanding what's possible within the familiar.
User flows, wireframes and prototypes defined each enhancement within established platform patterns.
What it shows
Early sketches mapped trading workflows, from contextual entry points and order details to tax lot selection and confirmation.
Why it mattered
Paper wireframes made it easier to explore interaction patterns, compare approaches, and identify gaps before committing to detailed designs.
Result
Established the initial layout and interaction structure for the trading enhancements, providing a foundation for digital refinement.
What it shows
Digital wireframes detailed order entry, dollar/share inputs, and tax lot selection within the platform’s existing interface patterns.
Why it mattered
More structured layouts helped clarify information hierarchy, component behavior, and how new capabilities would integrate with familiar workflows.
Result
Refined the proposed interactions and screen layouts, creating a clearer foundation for high-fidelity prototypes and stakeholder reviews.
What it shows
Early prototypes explored contextual trade actions, page layouts, and navigation paths across existing investment views.
Why it mattered
Connecting individual screens helped evaluate how investors could initiate trades without leaving their current workflows.
Result
Established a foundation for trade access across eight entry points, guiding the transition to high-fidelity designs and interactive prototypes.
03 · Design THE user interface (ui)
A more flexible trading experience.
Investors gained more ways to initiate trades, enter orders in dollars or shares, and manage tax lots within familiar platform workflows.
04 · Prototype
Aligning the decision before the build.
Interactive prototypes brought the trading enhancements to life, helping stakeholders evaluate workflows, identify gaps, and align on interaction behavior before development.
What we tested
Prototypes explored how investors initiated trades, entered order amounts, selected tax lots, and reviewed transactions. Stakeholder feedback helped identify workflow gaps and clarify interaction patterns.
05 · Deliver the designs
Carry the intent into implementation.
I annotated interaction details, handed off through Figma and Jira, and reviewed build quality with engineering.
What it shows
Shared finalized designs, interactive prototypes, and implementation requirements through Figma and Jira.
Why it mattered
Direct collaboration with engineering clarified technical constraints, component behavior, and development priorities.
Result
Established a shared implementation reference and supported alignment between Product, Design, and Engineering.
What it shows
Documented component behaviors, interaction states, and workflow requirements for engineering.
Why it mattered
Detailed specifications reduced ambiguity around new functionality and established clear implementation expectations.
Result
Provided actionable design documentation to support consistent implementation across trading workflows.
What it shows
Reviewed developed interfaces against approved designs, interaction specifications, and accessibility requirements.
Why it mattered
Evaluating implemented experiences helped identify visual inconsistencies, interaction gaps, and accessibility concerns.
Result
Collaborated with engineering to resolve discrepancies and maintain design quality throughout delivery.
06 · Measure the IMPACT (Analytics + KPIs)
Making the impact measurable.
A KPI program and Adobe Analytics tagging made it possible to track feature engagement from September 2025 to October 2026, in partnership with Product, Analytics and Engineering.
Beyond the features
Establishing a KPI program for Digital Investing.
Assisted in establishing a Key Performance Indicator program within PNC's Digital Investing organization and drove the implementation of Adobe Analytics tagging across the platform, giving Product, Design and Engineering a shared way to measure what the new capabilities achieved.
9.1M
Page views
3.5M
Visits
557K
Unique visitors
Digital Investing platform traffic during the measured period.
Trading enhancements impact summary · Adobe Analytics, Sept 2025 – Oct 2026
What it shows
135,296 trade button clicks, representing 22.3% of order entry page views.
Why it mattered
Tracking contextual trade actions helped measure how investors engaged with expanded access points across the platform.
Result
Recorded more than 135K trade button clicks, providing evidence of engagement with the additional trading entry points.
What it shows
149,266 tax lot interactions recorded across the allocation and trade experiences.
Why it mattered
Interaction tracking provided visibility into engagement with tax lot information and selection workflows.
Result
Recorded nearly 150K interactions, demonstrating substantial use of tax lot functionality across the platform.
What it shows
An estimated 70,034 completed trades used the new capabilities, representing 23.7% of 295,237 completed trades.
Why it mattered
Completed-trade tracking provided a stronger indication of adoption than interface interactions alone.
Result
New capabilities were associated with approximately one in four completed trades during the measurement period.
Project summary
More ways to trade, with more control.
Led the design of key trading enhancements, bringing greater flexibility and control to an established wealth management platform. From discovery through delivery, cross-functional collaboration helped translate investor needs into scalable functionality with measurable adoption.
Visit PNC{{ mEyebrow }}
{{ mTitle }}
{{ mBody }}
{{ x.label }}
{{ x.text }}