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A Case Study:
Mutual Funds Redesign

—Doug Roerden, Lauren McKenzie & Ann Chadwick-Dias
Agenda
Introduction
• Who We Are: Fidelity Investments
• Fidelity.com Web Stats
Case Study: Mutual Fund Experience
• Starting Point, Strategy, Setting The Stage
• Understanding, Documenting & Design for Decision Making
• Iterative User Research & Testing to Ensure Goals
Who We Are:
Largest U.S. mutual fund company

#1 provider of workplace retirement savings plans
20+ million U.S. employees save through a Fidelity
administered plan
Provide human resources and benefits outsourcing
services for other companies
Customer assets total $4.2 trillion as of June 2013
Fidelity.com Stats
Q2 2013:
• Average 2.9+ million visits a day (Fidelity.com alone)
• Average 415 thousand trades daily
• 69.8 million customer accounts
Some considerations:
• Highly transactional
• Database-driven
• Mostly “behind the login” and dynamically built
• Supported by legacy systems
• Multiple CMSs
• Highly secure
Case Study: Mutual Fund Experience
Doug Roerden, VP, User Experience Design
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Carpe Opportunitatem
2009
Data system
rearchitecture
begins

2010
Data system
rearchitecture
continues

2011
UXD asked to
reverse engineer
Library Templates
Evaluator

Product Templates & Content

Library Templates

2011
UX Design
Begins

2012
Library &
Product Pages
Launch

2013
Evaluator
Launches
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Design Process
Lauren McKenzie, Director, User Experience Design
Consumer Purchase Decision Process

Problem
Recognition

Information
Search

Evaluation
of
Alternatives

Purchase
Decision

Post
Purchase
Behavior
Information Search
Seeking Value
Track c 1015_slideshare_roerdenmckenziechadwickdias
Evaluation of Alternatives
Assessing Value
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Track c 1015_slideshare_roerdenmckenziechadwickdias
Purchase Decision
Buying Value
Track c 1015_slideshare_roerdenmckenziechadwickdias
User Research Process
Ann Chadwick-Dias, Director, User Experience Design Research

MFE User Clip
User Research at Fidelity

MFE & the UX Design Process

Competitive Analysis

Reviewed Customer
Surveys & obtained
feedback from Reps

Concept Testing
with Wireframes
in the labs

Functional Testing
with Designs
in the labs

A/B Online Testing
with Designs
to make refinements

A/B Online Testing
Current vs. New

Customer Surveys &
Voice of the
Customer/Clarabridge
Feedback
Live Site Demo – MFE/MFL
Comments or Questions?

• Doug Roerden – doug.roerden@fidelity.com
• Lauren McKenzie – lauren.mckenzie@fidelity.com
• Ann Chadwick-Dias – annmarie.chadwick-dias@fidelity.com

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Track c 1015_slideshare_roerdenmckenziechadwickdias

  • 1. A Case Study: Mutual Funds Redesign —Doug Roerden, Lauren McKenzie & Ann Chadwick-Dias
  • 2. Agenda Introduction • Who We Are: Fidelity Investments • Fidelity.com Web Stats Case Study: Mutual Fund Experience • Starting Point, Strategy, Setting The Stage • Understanding, Documenting & Design for Decision Making • Iterative User Research & Testing to Ensure Goals
  • 3. Who We Are: Largest U.S. mutual fund company #1 provider of workplace retirement savings plans 20+ million U.S. employees save through a Fidelity administered plan Provide human resources and benefits outsourcing services for other companies Customer assets total $4.2 trillion as of June 2013
  • 4. Fidelity.com Stats Q2 2013: • Average 2.9+ million visits a day (Fidelity.com alone) • Average 415 thousand trades daily • 69.8 million customer accounts Some considerations: • Highly transactional • Database-driven • Mostly “behind the login” and dynamically built • Supported by legacy systems • Multiple CMSs • Highly secure
  • 5. Case Study: Mutual Fund Experience Doug Roerden, VP, User Experience Design
  • 9. Carpe Opportunitatem 2009 Data system rearchitecture begins 2010 Data system rearchitecture continues 2011 UXD asked to reverse engineer Library Templates Evaluator Product Templates & Content Library Templates 2011 UX Design Begins 2012 Library & Product Pages Launch 2013 Evaluator Launches
  • 12. Design Process Lauren McKenzie, Director, User Experience Design
  • 13. Consumer Purchase Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Behavior
  • 23. User Research Process Ann Chadwick-Dias, Director, User Experience Design Research MFE User Clip
  • 24. User Research at Fidelity MFE & the UX Design Process Competitive Analysis Reviewed Customer Surveys & obtained feedback from Reps Concept Testing with Wireframes in the labs Functional Testing with Designs in the labs A/B Online Testing with Designs to make refinements A/B Online Testing Current vs. New Customer Surveys & Voice of the Customer/Clarabridge Feedback
  • 25. Live Site Demo – MFE/MFL
  • 26. Comments or Questions? • Doug Roerden – doug.roerden@fidelity.com • Lauren McKenzie – lauren.mckenzie@fidelity.com • Ann Chadwick-Dias – annmarie.chadwick-dias@fidelity.com

Editor's Notes

  1. Introduce the three of us and then indicate stats.