Fidelity:
Web redesign
The goal of this redesign was to create a more simplistic and easily navigable web interface for Fidelity Investments by placing core features at the front, while hiding the rest until called upon.
ROLE
TEAM
CLIENTS
UX Research
Interface Design
Information Architecture
Wireframing
Prototyping
Self-directed
Fidelity (Potential)
User Research - Survey
Were you able to accomplish your goal on our website?
How likely are you to refer a friend to our website?
Are you having difficulty finding anything?
What are you hoping to accomplish by visiting our website?
What obstacles do you encounter while trying to accomplish your goals on our website?
34% YES
26% YES
72% YES
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Visual representation of assets
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Buy / sell
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Too many buttons (overwhelmed)
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So much information (overload)
Empathy Map
Problems
1. Overwhelming amount of buttons to choose from naturally take longer to navigate, and eventually customers are left tired, exhausted, and depleted.
2. High amounts of information regarding positions, trades, and balances is displayed initially, causing overload to the user and inability to comprehend.
Too much information is being shown to the user, creating a confusing navigation journey and negative user experience.
OLD
NEW
Solution
The large sum of buttons act as obstacles and raise barriers to entry. In turn, users hesitate to make any move without pre-caution. To solve these negative aspects, the Fidelity redesign was built to minimize obstacles by removing complexity with simplicity; limited buttons, visual interface, breathable user experience.
Wireframe sketches
Low Fidelity Prototype
Simple user experience placed as priority of the web interface.
Final designs + prototypes
