We turned around MVP 1 and MVP 2 designs and release builds in record time.
Quick... drop what you're doing and pivot onto a new account funding experience. Fidelity had an unprecedented increase in new customers opening accounts with the app as a result of folks leaving Robinhood.
I was the first designer of many to be called upon to pivot and focus on new customer onboarding. My squad was positioned well to execute and release product changes in record time for the native app. We designed and implemented changes in one week, measured results and then delivered a second release a few weeks later.
The app was doing a poor job helping customers decide how to fund their new new accounts. In early 2021 Fidelity was inundated with an unprecedented number of new customers and accounts. New customers needed a brand they could trust after leaving Robinhood and others.
Our phone and support channels where beyond stressed with the extra volume.
If we can redesign and architect new decision paths based on customers actual behaviors in the app, then we can reduce phone calls, get the accounts funded quickly we will have more satisfied customers and they can get on with trading and investing.
MVP2 experience was simplified for quicker customer decision making.
Cash, checks and account transfer decision paths were chosen based on UX research and data analysis.
Link a bank remained the top way customers move money especially at the beginning of a relationship.
New customers reported speed was a key factor for deciding which funding method to use.
A new design system was emerging, but not yet mature. We took this opportunity to test out the new design system in production and contribute back to the new system with solid patterns for reuse and efficient designs.
Education pattern with simple high level decision choices. This feels like a soft landing after a lengthy account opening process.
Detailed decision making pattern with just enough content to differentiate from each other.
Expectation setting pattern prior to jumping into execution of a task. Customers are more likely to be successful if they understand before they start.
