FIDELITY MOBILE – SPECIFIC SHARES TRADING

Mid-2014

Challenge

The design team was tasked with introducing an additional trade type to Fidelity Investment’s native mobile apps. The feature required new elements within the customer’s account view as well as the trade ticket. This functionality existed on Fidelity.com and needed to be distilled to tablet and phone sized screens across iOS and Android.

Solution

The solution is limited by several technical constraints including the structure of the back-end services. The accounts view and the trade ticket view cannot exchange information which resulted in duplicate pages. A read-only table view is presented within the accounts pages for the customer to reference. Within the trade ticket flow, the table is repeated as an interactive element that allows customers to select lots and quantities in a focused view.

Key Takeaways

Since launch, user testing has proven this solution has discoverability issues. However, we were able to determine that the table view is an effect means of entering the required information. New designs have been proposed to the product team.