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Fidelity

Setting out a future financial services portal

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Setting out a future financial services portal

Fidelity

Experientia designed an experience framework for the website redesign of global investment company Fidelity.
Their goal was to reverse the 80/20 balance of clients seeking information by phone vs. web.

3 things to know

  1. Experientia designed an experience framework for Fidelity’s global website, with the aim of reversing the 80/20 balance of clients seeking information by phone vs. web.

  2. We investigated clients’ needs for the website through ethnographic research and task flow analysis, translating insights into a series of future scenarios and initial wireframes for the new website.

  3. To ease the implementation of experience guidelines, we built a holistic user experience framework that allows for a relatively fast and marketable first launch, and a series of expansions later on.

We investigated clients’ needs for the website through ethnographic research and task flow analysis. Our findings were demonstrated through a series of user experience scenarios and initial wireframes for the new website.

The scenarios we created are realistic and detailed narratives of user journeys that illustrate both the current pain points and a future situation where human-centered design leads to clients being able to efficiently reach their investment goals.

To provide guidance on creating a smooth and effective user experience, we provided a UX roadmap showing how a holistic interaction approach could be implemented in the new website on experiential, cognitive and operational levels. This holistic user experience is built up progressively over time, through a number of experiential implementation steps, to allow for a relatively fast and marketable first launch, and a series of expansions later on.

We designed posters for the scenarios and UX roadmap for company-wide sharing.

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