Fidelity Investments: A case study for
life events cards
Role: Senior UX Designer
Timeline: January 2022 - March 2022
Project: Life events cards: Images vs Illustrations
What I did: Research, collab with other teams, sketching, testing
Tools: Figma
What I’ve Learned
Images and illustrations were more interesting to users than nothing at all.
Technology constraints have been a factor moving forward.
Difficult to work with teams that are not under the same manager.
Even after results, leadership still isn’t quite sure images is the right way to go.
Design Process
Problem
For Fidelity
Engagement has decreased since moving to a more simplistic “Helios” aesthetic (no images).
For Users
We want a well branded experience so we feel engaged and to be able to easily identify content that we want to consume.
How might we
How might we increase engagement and user satisfaction and let users be able to easily identify content pieces they’re interested in.
Understand
Constraints
Our internal design system “Helios”
We’d like to keep as close to our internal design system as possible.Align with two other teams…ideally
Learn cards are shared across several different experiences/teams in Fidelity.com and we’d like to make sure the cards have similar feel so not to duplicate efforts and have them be interchangeable.
Research
We ran some tests through Wevo to see if people preferred one design style to the next. The pages used to test were, cards with no images, cards with photos, cards with icons and a design done by another team with proposed card designs.
Research results
The first test run came back relatively inconclusive. It was determined that the content was not the same from one sample to the next, so a second test was done. From that test, the clear winner was the large cards with large realistic images.
Design
Once it was clear that users responded better to images, I started to play around with different layouts for the cards.
Testing
Due to developer constraints and the desire not to redo the layout of the pages, we landed on adding images to the current cards and layouts. It was tested with an A/B test and found that users responded well.
