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Fidelity

Mapping Customer Journeys for Investors

2 min read
Design Research
Behavioural Science
finance
situation & task

Catering to customers’ needs

Fidelity wanted to create a mobile app to cater to their customers’ needs, and wanted to better understand their investors’ profiles in order to ensure the app would work for different types of investors.

action

Understanding investor types and their needs

We talked to Fidelity customers and gathered data through individual interviews a diary study, co-design and card-sorting activities. Quantitative and qualitative data from these multiple methodologies allowed us to build a detailed picture of different investor personas. These differed in terms of level of expertise, mobile savviness and motivations to invest.

Building and improving a mobile app for everyone

Based on the initial research to build the personas, we identified the type of information and features that users were looking for in an app. We created an information hierarchy diagram to map out what information users were expecting to access, and how different features should be related to each other.

Working hand-in-hand with the Fidelity build team, we regularly tested early iterations of the prototype with different investor personas, to ensure it would work for all of the customer profiles.

We gave the team prioritised recommendations, and worked closely with them during a series of 3-4 week agile sprint cycles to improve the prototype after each round of testing. This allowed us to input directly into the development of the app and ensure user’s needs were being met along the way.

at a glance

Methods

Stakeholder interviews, diary study, co-design, user research, personas, information hierarchy, prototyping, iterative testing

Approach

Series of 3-4 week agile sprint cycles to improve the prototype after each round of testing

Fidelity iPad app

The launch was the culmination of months of user research, iterative testing, and a commitment to keeping users at the centre of the design.

Spotless package recommendation

Totally Understand Your Customer; Prototype, Test and Learn

OUTCOMES & RESULTS

The Fidelity iPad app: one source for investment information and management

As a result of this long-term engagement with Fidelity to build their app, the launch of the iPad app was the culmination of months of user research, iterative testing, and a commitment to keeping users at the centre of the design.

It has become a valuable resource for both novice and experienced investors to view their portfolio, gather in-depth market information and insights, and regularly monitor fund performances.

CREDENTIALS

Direct insights from our valued partners, capturing the essence of Spotless collaborations.

“Spotless don’t retell stories, they get to know our business, repurpose our insight, identify the gaps and create innovative solutions."

Nicola Charlton, Research & Insight Manager
Tyl by Natwest

"We required 'out of the box' thinking, meticulous attention to detail, an instinctive understanding of game design and a high-level of UX expertise. We got all of this and more."

Producer
Ubisoft

"Spotless worked with us as our business partner, always going the extra mile to ensure our needs were met in a professional and timely manner."

Sharon Stinton, Learning & Development Leader
GE Money

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