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A Case Study:Mutual Funds Redesign
When user research, design, and collaboration really do create great customer experiences
—Doug Roerden, Lauren McKenzie & Ann Chadwick-Dias
Face of Finance • Bentley University • October 30, 2013
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
2Face of Finance • Bentley University • October 30,
2013
Who We Are: Fidelity InvestmentsLargest U.S. mutual fund company
#1 provider of workplace retirement savings plans20+ 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
3Face of Finance • Bentley University • October 30,
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
4Face of Finance • Bentley University • October 30,
2013
Case Study: Mutual Fund Experience
Doug Roerden, VP, User Experience Design
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Carpe Opportunitatem
Product Templates & Content Library Templates
Evaluator
2009 20102011
Data system rearchitecture begins
Data system rearchitecture
continues
UXD asked to reverse engineer
Library Templates
2011 20122013
UX Design Begins
Library & Product Pages
Launch
Evaluator Launches
9Face of Finance • Bentley University • October 30,
2013
10Face of Finance • Bentley University • October 30,
2013
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2013
Design Process
Lauren McKenzie, Director, User Experience Design
Problem Recognition
Information
Search
Evaluation of Alternativ
es
Purchase Decision
Post Purchase Behavio
r
Consumer Purchase Decision Process
13Face of Finance • Bentley University • October 30,
2013
Seeking Value
Information Search
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2013
Assessing Value
Evaluation of Alternatives
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2013
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Buying Value
Purchase Decision
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User Research Process
Ann Chadwick-Dias, Director, User Experience Design Research
MFE User Clip
MFE & the UX Design Process
Competitive Analysis Concept Testing with Wireframes in the labs
Functional Testing with Designsin the labs
A/B Online Testing with Designsto make refinements
A/B Online TestingCurrent vs. New
Customer Surveys &Voice of the Customer/Clarabridge Feedback
Reviewed Customer Surveys & obtained feedback from Reps
User Research at Fidelity
24Face of Finance • Bentley University • October 30,
2013
Live Site Demo – MFE/MFL
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2013
• Doug Roerden – [email protected]
• Lauren McKenzie – [email protected]
• Ann Chadwick-Dias – [email protected]
Comments or Questions?
26Face of Finance • Bentley University • October 30,
2013
