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
• Start...
Who We Are:
Largest U.S. mutual fund company

#1 provider of workplace retirement savings plans
20+ million U.S. employees...
Fidelity.com Stats
Q2 2013:
• Average 2.9+ million visits a day (Fidelity.com alone)
• Average 415 thousand trades daily
•...
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
...
Design Process
Lauren McKenzie, Director, User Experience Design
Consumer Purchase Decision Process

Problem
Recognition

Information
Search

Evaluation
of
Alternatives

Purchase
Decision...
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
feedbac...
Live Site Demo – MFE/MFL
Comments or Questions?

• Doug Roerden – doug.roerden@fidelity.com
• Lauren McKenzie – lauren.mckenzie@fidelity.com
• Ann ...
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
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  • Introduce the three of us and then indicate stats.
  • Track c 1015_slideshare_roerdenmckenziechadwickdias

    1. 1. A Case Study: Mutual Funds Redesign —Doug Roerden, Lauren McKenzie & Ann Chadwick-Dias
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. Case Study: Mutual Fund Experience Doug Roerden, VP, User Experience Design
    6. 6. 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
    7. 7. Design Process Lauren McKenzie, Director, User Experience Design
    8. 8. Consumer Purchase Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Behavior
    9. 9. Information Search Seeking Value
    10. 10. Evaluation of Alternatives Assessing Value
    11. 11. Purchase Decision Buying Value
    12. 12. User Research Process Ann Chadwick-Dias, Director, User Experience Design Research MFE User Clip
    13. 13. 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
    14. 14. Live Site Demo – MFE/MFL
    15. 15. Comments or Questions? • Doug Roerden – doug.roerden@fidelity.com • Lauren McKenzie – lauren.mckenzie@fidelity.com • Ann Chadwick-Dias – annmarie.chadwick-dias@fidelity.com
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