The redesign brings the breadth and depth of the desktop terminal service to Bloomberg subscribers comprising financial professionals and industry analysts on the go. The objective was to create an "app of apps" that scales to support the ever-increasing coverage on the mobile platform and growing expectations of our professional mobile audience.
The business team wanted a solution that would scale to support new features as well as multiple platforms while reducing time to market. Business was often tempted to replicate the desktop/ terminal design metaphors on a mobile device.
Worked very closely with Bloomberg UX research team to understand the mobile context across a range of primary end-users including: Financial and and banking professionals and industry analysts, which exposed the need for quick access to financial news and data. Participated in research using competitor research on financial news reporting, contextual inquiries at users place of work, on site interviews, stakeholder interviews and workshops and crafting research plans. The findings consistently challenged these assumptions and "Bloombergisms" to create an efficient experience targeted for the small screen and mobile context. Through a series of iterations, the solution did away with the concept of a 'command line' and used natural language to aid discoverability.