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.
DATE: January 2016
MY ROLE: Visual Designer
Fidelity Investments has a solid reputation for retirement services such as IRAs, 401(k)s and mutual funds—typically scoring excellent reviews. But what about brokerage services? The company’s brokerage arm is less well-known among most investors although the firm offers low fees and high-quality trading tools. We know trading is a key experience for a lot of Fidelity customers. But what about new customers that would like to try a hand at it? It can seem overwhelming and a little scary. How do you get even get started?
Our challenge was to come up with a friendly, engaging wizard that would help new customers build a very simple investment strategy. Something lightweight that might help them get their feet wet—and help Fidelity gather data that could be useful in offering relevant tools and content in the future. This was the mission of our annual UXD hackathon in late 2016. We were asked to come up with some ideas, make some pictures, and then present them.
You’ve just funded your Fidelity account. Great—let’s engage you right off the bat with a structured narrative experience called “Your Investing Story” that helps you pick securities, establish some baseline strategy metrics, and then save it for later reference. We'll also surface some tools, offer relevant next steps, and some incentives redeemable for free trades. Keep it inviting, friendly, and highly visual.
This was very much a team effort and I provided strategy, UX, and visual design support.