In this case study I addressed E*TRADE’s seven step trade placement flow that was driving users to abandon orders. My goal was to streamline the process into a faster, more intuitive experience. I analyzed user reviews and session recordings to uncover key drop-off points, then designed and tested wireframes focused on just four essential actions. Iterations with real users reduced effort and lifted completed trades by 43 percent, proving how targeted UX work can drive meaningful business results.