Works | Fidelity Investments: Mobile UX Redesign

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Overview

In today’s world, retail investing is becoming more and more of a popularized way of making a living. Therefore, the demand for platforms & services are at their all-time high. In order for Fidelity to compete with the latest brokerages, they needed a much needed update to their user interface. This is it.

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Challenges

Based on our research, we’ve discovered a couple major challenges that users face on a daily basis when using the Fidelity Investments App. Some challenges they encounter are tasks like having accurate and easily digestible charts, finding stocks they're interested in, and overall usability and navigations of the app.

💡 Questions to highlight:

-> How might we present financial data in a way that feels intuitive and easy to interpret at a glance?
-> How might we help users quickly find stocks that align with their goals or interests?
-> How might we streamline navigation to make key features easier to access and use?

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Previous UI

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Redesigned User Flow

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User Research

Our Target Demographic

The target demographic of the Fidelity Investment mobile app were individuals from the United States who have an interest in investing and trading stocks, derivatives, options, etc. Before my team and I conducted research, we created guidelines as follows:

+ Must be 18 years of age or older
+ Has some previous experience and knowledge of investing+ Must be 18 years of age or older
+ Has previously used the Fidelity Investment App

Online User Surveys

The way I conducted user research was through utilizing the Google Forms platform to structure a 20 question survey. I was fortunate enough to get, providing me with a semi-large sample size. This helped with the development and design of the solutions in our new version of the iOS mobile app. I’ve provided some key questions below from the surveys I administered.

Data & Pain Points

Throughout the years of 2019 - 2021, the pandemic has made a huge impact on the global economy. Since then, various types of investors have flooded the stock market. Nasdaq.com has theorized that retail investors own 77% of the market capitalization. Furthermore, based on a survey, the top 3 most important items to investors are news, charts/scans/alerts, and connectivity to the brokerage they use.

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User Persona

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Recommendation

1. Homepage

The new layout of the homepage had to be a lot more simpler and easier to digest than the previous version of the app. There were instances throughout the research stage and feedback I received that made it clear of what is important to the user. A trader’s holdings, their watchlist, and a chart that was simple, yet concise with its information are all among things users sought after.

2. Account Page

The account page consists of a brief overview of the user’s account, their portfolio holdings, and account activity. All of these features were previously located on separate pages where a user had to navigate over 2 to 3 clicks in order to successfully achieve their intended action. Therefore, I created a tab system that visually aids in decision making and intent.

3. Search Page

In the previous version of the Fidelity App, many users provided feedback on the search function in their experience and how it lacked presence. Therefore, I implemented its very own page. The importance of finding things quickly can mean the world to a user when they’re investing in the stock market.

4. Explore Page

The Explore page acted as a bridge to the many resources and information that Fidelity provides for their customers. Instead of having a lot of that information on the user’s “Feed,” I decided to centralize much of that information into the Explore page. The relevance of this is to not have such a cluttered Home page, but rather have resources where they can be utilized best.

5. Settings Page

The Settings page also had the tab system where I split the information and resources into sections. By doing so, it helps to visually aid the user in their decision making and securing objectives. Through my research and analysis of the app, many users brought up how cluttered and confusing it was to use the app. Therefore, creating sections within this page helps with usability concerns.