I am a UI/UX designer at Fidelity Investments, and during my time with the firm I have redesigned Find an Investor Center, Refer a Friend, Guest Access, and the Stock Plan Services Resource Center. I have also used experience analytics to uncover opportunities to increase conversion, produced challenger designs for live site A/B testing, developed concepts and provided vendor oversight for customer-generated content integrations, and created graphics for the homepage, product pages, and other sections on Fidelity.com.
Stock Plan Services Resource Center Case Study
In 2017, the Stock Plan Resource Center was targeted for migration from a third-party platform to Fidelity.com, and I was charged with redesigning the expereince. The existing resource center was a collection of 16 webpages, 10 videos, and 24 PDFs.
Existing Resource Center
Working in collaboration with a digital marketing director and a content specialist—subject-matter experts and customer service representatives were interviewed. We learned the biggest hurdle for new stock plan participants was setting up their account and getting oriented on Fidely.com. These crucial user journeys were located in PDFs in the existing experience.
A content analysis was completed, and we determined we could eliminate redundant content and remove highly detailed instructions to create a more comprehensible experience. I created wireframes for a new experience that would bring the information participants need to successfully create and manage their accounts to the forefront.
A highly collaborative refinement process led to a streamlined experience that quickly provides access to plan information, step-by-step instructions for account set up, and important account management actions. The new Stock Plan Services experience consists of 4 content pages, a glossary, an FAQ, 7 videos, and 11 PDFs—with plans to further transition that content to more accessible locations.
Secondary Page Example
Find An Investor Center Case Study
In 2015, I led a team tasked with updating the Fidelity Investments online branch locator (aka Find an Investor Center).
Branch Profile Test Design