Fidelity Investments: A case study for
life events north star

Role: Senior UX Designer

Timeline: May 2021 - December 2021

Project: North star vision for how to create a more engaged Life Events home page

What I did: Workshop facilitation, research, sketching, prototyping, testing

Tools: Figma, Usertesting.com

What I’ve Learned

  1. Had to balance the ux vision with the developer effort needed. This meant we cut out some of our ideal features like learning paths.

  2. Focused mainly on findability and search

Design Process

Problem

For Fidelity
Fidelity is well-known for investing, but less known for being knowledgable about life events. Therefore, users don’t think to come to us when they need information about the events they’re going through.

For Users
”I’m going through a life event and I don’t know where to start or what to do next. Help me find relevant content and make decisions.”

Understand

Research

Myself and one other designer helped to facilitate a workshop with the SMEs and other business partner to help figure out a baseline of where we should focus our efforts when determining features needed.

Define

Themes

After the workshop, the team determined that the focus areas would be the following:

And we broke up the features and responsibilities as follows:

Design

Wireframes

Once, I understood the information and actions needed, I started wireframing the hierarchy and page flows. I kept the team in the wireframing phase for a long time due to changing requirements and to get them to focus on the key pieces of information versus more UI specific elements.

Hi-fi: AI Search

For search, we used artificial intelligence to create a search that was able to assume what you might be looking for, while also giving other options of things you might be interested in.

Hi-fi: Customize your journey

This flow allows users to create a custom journey when wanting to discover information about their life event.

Testing

Remote unmoderated testing with Usertesting.com

I conducted a remote and unmoderated test on the “customized learning journey” with usertesting.com. The sentiment was, in general, positive, with some minor issues to be looked into.