Helping increase the customer appeal of Fidelity’s credit card offering.
Fidelity was planning to expand its consumer credit card offering into a larger product suite: a family of cards that would appeal to a broader spectrum of customers—from young investors to high-net-worth individuals. As part of a design challenge, the UX design group was challenged with coming up with some concepts to help support this effort.
We knew from research that people are looking for particular features from their credit cards such as a low APR, cash back on purchases, and rewards programs. Yet they also express themselves through their credit card choices. And while younger investors were not a specifically targeted segment for this effort, it would be a bonus if the designs resonated with these groups. Of course, the cards also need to be functional, comply with Fidelity brand requirements, and feel like they are part of a larger system of cards.
I’ve included some inspirational materials, sketches, and the final concepts to round out the presentation.