Research & Analysis: The dedicated and highly talented UX research team conducted extensive moderated and unmoderated user interviews, and involved the business stakeholders to observe in their state-of-the-art UX research facilities. In addition, qualitative and quantitative surveys were frequently used to obtain data. Lastly, in-app analytics were used to identify gaps and understand pain points for their users.

Information Architecture: Based on data derived from product analytics, usability studies, and other research findings, we determined which features were most important to users and developed flow diagrams and concepts which were then validated by customers and stakeholders. We involved the engineering team as it was vital that we were creating a solution that was technically feasible.

Wireframing & Prototyping: The team produced low-fidelity wireframes to give customers and stakeholders a feel for the experience. Once validated, the team created high-fidelity, interactive prototypes to share and test the designs with stakeholders and prospects. All aspects of the business were closely involved in the ideation and development of the components and functionality.

Usability Testing: Once launched, the team conducted periodic usability tests with a representative cohort in order to validate the design and identify areas for improvement. Based on the feedback, the design underwent iterative progress and used to test and learn.

Visual Design & Style Guide: The Fidelity Personal Investing business unit curates and maintains comprehensive branding guidelines, component libraries, and style guides to help direct associates within the organization to create consistent designs and experiences.