Financial website redesign

Experientia designed an experience framework for the future redesign of the website of global investment company Fidelity, in order to reverse the 80/20 balance of clients seeking information by phone vs. web, thus reducing client costs and allowing future growth. Experientia investigated clients’ real needs for the website, providing a series of user experience scenarios based on client role descriptions. We also provided initial wireframes for the new website.

Understanding
Fidelity Investment planned an in-depth transformation of their website to improve the usability and design, in order to make it the preferred channel for Fidelity clients and an attractive and effective means for potential new clients.

Experientia became involved in an initial phase, in a strategic role, developing several principles of the user experience, through an analysis of people’s roles and objectives. These principles were then translated into concepts.

Experientia approached the problem not from a business or technology point of view, but from a people-centred one, focusing on creating a satisfying user-experience that would build trust and repeat business.

Comparative studies were carried out in the UK and Germany to identify differences and similarities of user roles and goals of advisers (IFAs) who used both the public and the secure Fidelity website.

Design
Experientia designed a number of paths to meet the needs of different users. We created multiple client and advisor role descriptions, and an experience roadmap, which formed the basis for a series of user experience scenarios.

Prototyping
The scenarios were used to illustrate both the current pain points and a future situation where user experience-based design leads to major benefits for the company and clients, who are able to efficiently reach their investment goals.

The purpose of the scenarios was to highlight how user experience principles inform each step of the narrative and the associated benefits.

Based on all the insights gathered, and particularly on the scenarios developed, initial website wireframes were created, that showed the possible interface solutions.

Final deliverables
Through the combination of scenarios and wireframes, Fidelity was provided with a comprehensive guide to what clients and advisors needed from a new website, and a series of in-depth visual recommendations on how the website might be best constructed.