Investor Notebook – Alan Sevajian

THE DETAILS

PROBLEM

Trader's have no efficient way of tracking the research and thought process that goes into the trades they place.

BUSINESS GOAL

Create a tool that integrates into the users workflow that allows them to track their ideas, gives them insights into their trading history and ultimately helps them to make smarter, more informed decisions going forward.

Create a tool that integrates into the users workflow and allows them to track their ideas, gives them insights into their trading history and ultimately helps them to make smarter, more informed decisions going forward.

THE STORY

Traders spend a lot of time researching companies before they place a trade. Their methods for tracking that research, however, were less than optimal. Through interviews and in-home observations, we saw everything from notebooks, to post-it notes and thoughts scribbled on napkins. Over time, remembering the reasons they bought the stock and what their exit strategy was became difficult to manage.

We were tasked with creating the future state vision as well as the roadmap of how to get their.

Traders spend a lot of time researching companies before they place a trade. Their methods for tracking that research, however, were less than optimal. Through interviews and in-home observations, we saw everything from notebooks, to post-it notes and thoughts scribbled on napkins. Over time, remembering the reasons they bought the stock and what their exit strategy was became difficult to manage.

We were tasked with creating the future state vision as well as the roadmap of how to get their.

WHAT WE HEARD

01

"Trade ideas can come from anywhere, but I don't have a good way of tracking them in one place."

Whether taking the train into work or chatting with a friend at lunch, trading opportunites can arise and notes can become difficult to track.

Access points would be integrated across all platforms to allow for easily saving notes, articles and photos to one central location.

02

"It's hard to know if I bought or sold at the most optimal time."

Trades are a single moment in time, but truly determining their success requires context.

A timeline view shows all of the users trades, notes and insights overlayed on a price chart so they can see exactly what the stock price was doing in context with their actions.

03

"A lot of times I hold the stock so long I don't remember exactly what my plan was."

As time passes and market conditions change, their thought process is often lost.

Saving the strategy directly from the trade ticket to the notebook allows for easy tracking and automatic notifications when it’s time to sell.

04

"Validating my ideas can be very time consuming."

So many factors go into making a trade decision and the data to do so comes from many different sources.

By subscribing to the data they are interested in, notes are automatically added to their notebook as new data becomes available, simplifying the process of researching.

THE RESULTS

The vision was presented to the senior leadership team who had seen bits and pieces of the project, but were having a hard time understanding it's true value. The presentation was a huge success. The leadership team expressed their excitement about what they saw and wanted to know how we could accelerate the path to get there. MVP 1 was released shortly after within the Active Trader Platform and 2 subsequent releases have happened since integrating it into Fidelity.com and the mobile apps.

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