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Track c 1015_slideshare_roerdenmckenziechadwickdias Track c 1015_slideshare_roerdenmckenziechadwickdias Presentation Transcript

  • A Case Study: Mutual Funds Redesign —Doug Roerden, Lauren McKenzie & Ann Chadwick-Dias
  • Agenda Introduction • Who We Are: Fidelity Investments • Fidelity.com Web Stats Case Study: Mutual Fund Experience • Starting Point, Strategy, Setting The Stage • Understanding, Documenting & Design for Decision Making • Iterative User Research & Testing to Ensure Goals
  • Who We Are: Largest U.S. mutual fund company #1 provider of workplace retirement savings plans 20+ million U.S. employees save through a Fidelity administered plan Provide human resources and benefits outsourcing services for other companies Customer assets total $4.2 trillion as of June 2013
  • Fidelity.com Stats Q2 2013: • Average 2.9+ million visits a day (Fidelity.com alone) • Average 415 thousand trades daily • 69.8 million customer accounts Some considerations: • Highly transactional • Database-driven • Mostly “behind the login” and dynamically built • Supported by legacy systems • Multiple CMSs • Highly secure
  • Case Study: Mutual Fund Experience Doug Roerden, VP, User Experience Design
  • Carpe Opportunitatem 2009 Data system rearchitecture begins 2010 Data system rearchitecture continues 2011 UXD asked to reverse engineer Library Templates Evaluator Product Templates & Content Library Templates 2011 UX Design Begins 2012 Library & Product Pages Launch 2013 Evaluator Launches
  • Design Process Lauren McKenzie, Director, User Experience Design
  • Consumer Purchase Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Behavior
  • Information Search Seeking Value
  • Evaluation of Alternatives Assessing Value
  • Purchase Decision Buying Value
  • User Research Process Ann Chadwick-Dias, Director, User Experience Design Research MFE User Clip
  • User Research at Fidelity MFE & the UX Design Process Competitive Analysis Reviewed Customer Surveys & obtained feedback from Reps Concept Testing with Wireframes in the labs Functional Testing with Designs in the labs A/B Online Testing with Designs to make refinements A/B Online Testing Current vs. New Customer Surveys & Voice of the Customer/Clarabridge Feedback
  • Live Site Demo – MFE/MFL
  • Comments or Questions? • Doug Roerden – doug.roerden@fidelity.com • Lauren McKenzie – lauren.mckenzie@fidelity.com • Ann Chadwick-Dias – annmarie.chadwick-dias@fidelity.com