Fidelity - Boston, MA
After reviewing data from the call center and customer feedback a key pain point the strategy team identified was that customers were simply having a hard time finding and editing their personal profile information. Our goal was to save customers frustration & Fidelity money by reducing calls to the call center while helping customers self-serv.
Our baseline state - a link farm hidden behind outdated navigation.
I identified 2 goals to make out project successful: improve the navigation to the personal profile section & improve the content and interactions on the profile section itself.
Collaboration across teams:
For the navigation improvements we collaborated with a larger web team running other navigation testing and exercises and quickly found a best path through remote user testing and card sorts.
Design thinking, testing, iterating:
For the profile itself we started wide with a competitive evaluation of personal profiles at other financial services companies, and expanded on that to other common web interactions that customers were familiar with (dating sites, online shopping sites, etc.). We narrowed in, taking the core common elements from the various sites and correlated those elements with the data showing usage patterns on the baseline page. We then did some design exercises with the team to narrow it down to two main designs. I prototyped those designs and tested with a small group, refined and then launched into a live limited A/B test. The live A/B test gave us enough data to do some additional refinements to the winning design and launch it company wide.
The result of the two-pronged approach was a 92% increase in engagement on the customer profile page and 87% increase in the number of people who designated specific beneficiaries. This also reduced related calls to the call center by almost 44,000 over the course of several months, with close to a million dollars in time savings.
The other great long-term result was a tight knit high-performing team that went from one release a quarter to continuous integration and improvement with releases one to two times per month. Our team was celebrated by Fidelity’s leadership as a star example of an Agile team and was featured in a video for employees and investors celebrating yearly accomplishments.
My role :
- Work with larger strategy team to plan upcoming long-term goals
- Collaborate with other teams on the overall information architecture for the public and secure sites and created the profile-specific information architecture
- Lead the group design exercises
- Create low and high fidelity interactive wireframes
- Work closely with our user testing team to write test plans, sat in on the moderated testing by video and made on-the-fly tweaks to test small improvements
- Use the personas and wireframes as a baseline for daily communication with business partners, developers, graphic designers, and content specialists
- Step into the role of project manager while our main project manager was out for a few weeks
- QA the visual and interactive aspects of the developed code prior to launch
- Bring in Galen software to add automated visual and interactive QA testing to development loop, reducing visual QA time from 6 hours per release to 30 minutes per release. It tied in with the automated testing code the QA team used and they also saw a significant decrease in testing time.