Case study
Confidence & trust
Fidelity Investments helps 40+ million people feel more confident in their most important financial goals, manages employee benefit programs for nearly 23,000 businesses, and supports more than 3,600 advisory firms.
Business Outcomes
The problem
Fidelity’s login screen offered too many links resulting in many locked accounts and thousands of customer support calls.
Opportunity
Increase customer satisfaction and reduce customer support calls by simplifying the login experience.
Response
We kicked-off the project with a design thinking session, an integral part of the user-centered design process.
My role
Leading design from concept to execution.
As lead product designer, I was responsible for:
- Owned the end-to-end design (user flows, interaction, visual design) and led design reviews with key stakeholders across product, engineering, research, marketing, and content strategy.
- Designed an intuitive, accessible, and frictionless login experience.
- Created prototypes for user research and usability testing, and identified the scenarios to test with customers.
- Simplified the login flows: changed field labels from Customer ID/PIN to Username/password, reduced links on login/logout and peek pages, and created a new landing page with customer-state messaging, integrating all PIN flow options.
- Designed alternate login entry points and login bricklets for peek pages, Fidelity.com, and 401k/@worksavings.
- Designed the security and identity flows: the intercept page to collect security questions and answers, controls for numeric answers (PIN reset), and Check ID availability in New User Registration and Change ID flows.
- Designed error handling (inline errors and form-level error pages), reviewed all error text for clarity, and updated the progress indicator on all pages.
- Produced visual designs and detailed specs (redlines, spacing) with SEO and accessibility metadata.
How I led it
I was the solo lead designer on the login redesign, working alongside several BAs/Systems Analysts, a UX researcher, two to three developers, and a business sponsor. The work touched teams across the enterprise, legal, product, and design, because the PIN terminology in the login experience was used on hundreds of pages. Aligning it was part of the redesign.
The hardest decision was going with the business's recommendation for how users should interact with the new flows and experience (e.g. a single link, "Forgot your username or password"). Before agreeing to it, we tested the proposed experience to make sure it met customer and user expectations.
The work
From first concepts to shipped screens.
Outcome
A consistent login experience that spans across the organization. Authentication rates have increased by 4%. For each 1% improvement, Fidelity saves approximately $1.5 million dollars annually.
Deliverables
Testimonial
Hugo was assigned to my project and on his first day, we shipped him off to Salt Lake City to attend a 3 day requirements session. He was on the hook for a HUGE project. He jumped right in and made contributions immediately. He is diligent and detail oriented, can juggle multiple balls in the air, and always has the client’s satisfaction front and center.”
Next project
Citizens Financial Group, Designing for accessibility
Citizens Financial Group delivers a broad range of financial services to millions of individuals, companies, non-profits, and institutions.