Product-led growth
experience vision

Fidelity's leadership recognized a need to better communicate the full spectrum of benefits to customers, acknowledging a gap in customer awareness, engagement, and usefulness of several digital experiences.

Leaders also wanted to clearly present the additional value customers received beyond gains associated with their investments.

Our objectives:

Increase customer awareness

Improve digital engagement rates

Grow product and feature adoption

MY ROLE

As a UX Design Director in the Emerging Products and Segments product area, I focused on envisioning and testing North Star experience strategies and concepts to delight customers, inform in-market MVP experimentation, and achieve our desired outcomes.

I designed and delivered multiple rounds of experience concepts and prototypes informed by customer insights and stakeholder input.
I facilitated discussions, debates, and alignment of leaders, partners, and delivery squad associates as we co-created future state experiences.
I drafted the cross-functional squad's activation plan, including critical product design activities, milestones, and outcomes, incorporating Fidelity's emerging operational framework. Then, I worked with the squad and design discipline leaders to refine the roadmap as the team made progress.
I conducted multiple rounds of concept usefulness research to increase team, partner, and leadership confidence on proposed new experiences.

Being able to rapidly de-risk the concept work which started in late Q2 2023, we were able to produce an in-market experimentation plan toward a minimum marketable product launch in Q1 2024.

Hypothesis-driven experimentation

With our strategic problem defined, our primary target audience identified, and cross-functional squad in place, we could shape a compelling “how might we" question:

How might we best communicate all the value Fidelity offers clients and help clients maximize their relationship with Fidelity?

This was our challenge. Now, to generate possibilities.

We aligned around a vision of a digital experience where clients could easily see everything they have taken advantage of, and introduce personalized, insight-based recommendations for how to get more.

We developed a wide variety of solution hypotheses that could address customer needs and were aligned with our business goals.

Then, we determined which assumptions were most riskiest and important to test first.

From this learning agenda, we developed prototypes and began listening to customers.

These are our initial concepts.

Hypothesis

Offering clients relevant and timely opportunities to receive more value with the ability to personalize the content they receive will be perceived as highly useful and drive greater digital engagement.

Hypothesis

Providing clients a singular destination, tailored to them and their unique relationship with Fidelity, with data reflecting the value they have received, personalized recommendations for getting more, and motivational “nudges" – organized by benefit – will improve client confidence, increase their satisfaction with Fidelity, and increase product and feature adoption.

Hypothesis

Sharing opportunities to get more from Fidelity directly associated with insights from their behavior and data, clients will percieve the information and experience as more useful and delightful.