Track c 1015_slideshare_roerdenmckenziechadwickdias
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Fidelity Investments redesigned their mutual fund experience (MFE) on their website Fidelity.com. They followed a user-centered design process, starting with understanding users' decision making process when purchasing mutual funds. User research including surveys, lab testing, and A/B testing was used iteratively. The redesign focused on helping users recognize information needs, search for and evaluate fund alternatives, and make purchase decisions. Fidelity is the largest mutual fund company in the US with over $4.2 trillion in customer assets and millions of daily website visits. The presentation provided an overview of the redesign process and encouraged questions.
Track c 1015_slideshare_roerdenmckenziechadwickdias
- 1. A Case Study: Mutual Funds Redesign —Doug Roerden, Lauren McKenzie & Ann Chadwick-Dias
- 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. 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. 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. Case Study: Mutual Fund Experience Doug Roerden, VP, User Experience Design
- 9. 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
- 12. Design Process Lauren McKenzie, Director, User Experience Design
- 13. Consumer Purchase Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Behavior
- 16. Evaluation of Alternatives Assessing Value
- 23. User Research Process Ann Chadwick-Dias, Director, User Experience Design Research MFE User Clip
- 24. 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
- 25. Live Site Demo – MFE/MFL
- 26. Comments or Questions? • Doug Roerden – doug.roerden@fidelity.com • Lauren McKenzie – lauren.mckenzie@fidelity.com • Ann Chadwick-Dias – annmarie.chadwick-dias@fidelity.com
Editor's Notes
- #4: Introduce the three of us and then indicate stats.