Portfolio Advisory Services at Work Prospect Experience

Challenge

Fidelity's Portfolio Advisory Services at Work (PAS-W) had a serviceable but lackluster landing page for participants interested in enrolling in this managed, workplace investment vehicle.  Fidelity needed a better, more compelling prospect experience to help educate NetBenefits participants on the value of PAS-W and drive enrollment.

Solution

As lead IA, I coordinated the efforts of user researchers, content strategists, visual design and front end development to:

• Identify existing best-of-breed prospect experiences for driving enrollment in premium products and plans across several industries.
• Working with the internal client, iteratively refine several mobile-responsive design candidates using high-fidelity functional prototypes.
• Design usability tests to be executed by user research specialists to eventually pick the leading design candidate.
• Lead the efforts of visual design to execute the IA in a compelling, interactive presentation.

Result

I delivered a compelling, modern, mobile-responsive design that captured the key value proposition of the product in an engaging, interactive format. The slideshow above highlights several facets of the landing page design.

Separately Managed Accounts

Challenge

Fidelity was launching two new specialized managed account products for individual investors. The company needed designs for enrolled participants to get reports, market perspectives and performance data for these new products. The UI needed to deliver new visualizations and reports for data that are unique to the two products while also conforming to the standards utilized across other individual managed account products.

Solution

The enrolled participant experience had a large footprint, comprising over 30 individual pages and management widgets. A significant amount of the design effort involved identifying candidates from within this large scope for full-on redesign versus implementing existing designs. Paramount in these redesigns were the data visualizations and reports that did not conform to existing standards.

Designs were developed iteratively, in collaboration with internal stakeholders, and executed using live, interactive high-fidelity protypes.

Result

The final designs met all project objectives and the product was launched in late 2015.

Portfolio Advisory Services at Work Competitive Feature Launch

Challenge

The main challenges were fourfold:

1. Fidelity needed to deploy a critical new feature in it's Portfolio Advisory Services at Work (PAS-W) workplace investing managed account. This feature was imperative to achieve feature parity with one of Fidelity's major competitors in this arena.
2. The feature should be delivered in a UI that would clearly and effectively allow new participants to utilize the new feature.
3. It should explain this advanced and esoteric feature for participants with less investing knowledge.
4. Insure that the additional UI would not "get in the way," confusing less advanced users and either driving up call center volume or decreasing enrollment rates.

Solution

Using an iterative approach, including a fundamental re-architecting of one of the prime hierarchies in the enrollment experience, under my leadership,

Result

The team delivered a design that successfully met all these challenges as demonstrated in the final results of four rounds of usability testing. The feature is scheduled for launch in mid/late 2016 and deliverables and further details are, at this point, still confidential.