Fidelity Mobile 3.0

Mid 2015 - Early 2016

2017 Webby Awards Official Honoree for Integrated Mobile Experience

Challenge

The internal design team was tasked with a ground up redesign of Fidelity’s native mobile apps on iPhone and Android devices. The Personal Investing platforms had grown over several years to include basic portfolio information, stock quotes, basic markets and research information, technical charting, multiple trade flows, check deposit, funds transfer and bill pay. The future state of the apps included many new features including educational tools and more advanced research information. The existing navigation structure could not support new additions and the visual design needed a refresh. Additionally, user testing revealed several pain points that needed to be addressed.

Solution

Rounds of user testing led to a refined navigation structure that elevated customer’s daily tasks to the highest level and provided easy access to deeper screens. A new home screen built on the ‘feed’ paradigm presented more timely updates than was available under the previous model. The educational content was built out into a stand-alone “Learning Center” that can be implemented across different channels within the company. Finally, careful consideration of the relationship between the trading interface and customer’s portfolios addressed key usability issues.

The visual design was brought up to date with current trends in mobile and web design and helped inform a larger brand update within the company. The team adhered to a strict set of components which streamlined the design and development phases  

Benefits

Year over year, there was a 10% increase in log-in sessions on the apps, up to 1.5 million in December 2016. Updates to the trade tickets and accounts pages increased customer confidence resulting in an average 30,000 trades monthly. The iPhone app has maintained a consistent 3 star rating, while the Android app boasts 4 stars.

The redesigned navigation structure has allowed for continued growth within the app. The design components have proven flexible when applied to new features, but maintain a consistent brand message across the app.    

Next Phase (Mid 2016 – Present)

The existing iPad app is slated to be retired. A single app will soon work across iPhone and iPad using the principles of responsive design. The patterns established in the initial iPhone work have proven to be adaptable to larger screen sizes. Additionally, enhanced features that previously existed only on the old iPad app will be threaded back into the flagship product. Currently in development.