Equity Trade
Fidelity Investments (2025)

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Overview:

Equity trading is at the heart of the flagship app. With ever-increasing demand for trading on the go, the goal is to deliver a unified trade experience that serves all of our customer segments, and delivers on key business KPIs.

Problem
The existing trade experience offers two ways to trade: “simplified” and “advanced”. Based on VOC feedback, we know that complex trade types (stop loss, specific share, sell, etc..) are difficult to find in the current design. How might we support complex trade types while preserving a streamlined experience for basic orders?

Solution
The new trade flow supports complex trade types without compromising the speed and efficiency of placing standard trades.

What’s new
(Slides 1-4) A unified equity trade page, along with a common preview and confirm for all trade types, creates a more streamlined trade experience for users, while also minimizing tech debt

Trade screen updates
(Slides 1-6) The diagrams below highlight key pain points we addressed in the redesign, including fractional shares, advanced order types, sell all, sell specific shares, extended hours trading, and cancel & replace.

Highlights
With the implementation of Modernized Trade, we’ve not only standardized customer-facing pages, but also reduced maintenance and future development effort on the back end.

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Welcome.

01—Option Chain & Trade

02—Equity Trade

03—Auto Invest

04—Quote Component 05—Museum Mobile 06—In Motion 07—Knobs 08—Transbay Block 9 09—Contemporary Art Institute

JODIE ZHANG

04—Quote Component

05—Museum Mobile

06—In Motion

07—Knobs

08—Transbay Block 9

09—Contemporary Art Institute