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To comply with a non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The data and information in this case study is my own and does not necessarily reflect the views of Fidelity.

CLIENT: Fidelity Investments

DATE: Late 2017

MY ROLE: UX & Visual designer

Background

The Fidelity Learning Center is the educational wing of financial services firm Fidelity.com. Its mission is to inform, educate, and boost confidence around financial topics for Fidelity customers. Content is presented in the form of articles, videos, webinars, and infographics. There are also “courses” that provide a more structured experience around broader topics.

My Role

I was a visual & UX designer on a team that included product owners, business analysts, a content strategist, a user researcher, and a front-end developer. I contributed to strategy and project management. I also created wireframes, prototypes, user journey maps, and mockups.

The Problem

Our user research team uncovered a lot of issues with the current Learning Center:

  • There’s a lot of content but no engagement
  • About 200,000 people a month visit the Learning Center but many don't stick around or ever return.
  • Customers felt courses were not well-organized, and too hard to complete
  • Articles were complex and had much too jargon
  • Content not personalized and customers are stuck in content silo

The Ask

Our team was tasked with helping to address some of these issues and move the overall needle in terms of increasing engagement, return visits, creating more of a guided experience, and making some of the more complicated topics more approachable and easier to consume.

Final Concept

Brainstorm a learning engagement model for a particular subject matter (ETFs - Equity Traded Funds), build a prototype, test it, and see what we can learn. Short story, here's what we came up with:

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Prototype

I built out a prototype for user testing and to model out some of the interactions and animations in Axure:

 Axure Prototype

Axure Prototype

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