Catering to customers’ needs
Fidelity wanted to create a mobile app to cater to their customers’ needs, and wanted to better understand their investors’ profiles in order to ensure the app would work for different types of investors.
Understanding investor types and their needs
We talked to Fidelity customers and gathered data through individual interviews a diary study, co-design and card-sorting activities. Quantitative and qualitative data from these multiple methodologies allowed us to build a detailed picture of different investor personas. These differed in terms of level of expertise, mobile savviness and motivations to invest.
Building and improving a mobile app for everyone
Based on the initial research to build the personas, we identified the type of information and features that users were looking for in an app. We created an information hierarchy diagram to map out what information users were expecting to access, and how different features should be related to each other.
Working hand-in-hand with the Fidelity build team, we regularly tested early iterations of the prototype with different investor personas, to ensure it would work for all of the customer profiles.
We gave the team prioritised recommendations, and worked closely with them during a series of 3-4 week agile sprint cycles to improve the prototype after each round of testing. This allowed us to input directly into the development of the app and ensure user’s needs were being met along the way.
Methods
Stakeholder interviews, diary study, co-design, user research, personas, information hierarchy, prototyping, iterative testing
Approach
Series of 3-4 week agile sprint cycles to improve the prototype after each round of testing
Fidelity iPad app
The launch was the culmination of months of user research, iterative testing, and a commitment to keeping users at the centre of the design.
Spotless package recommendation
Totally Understand Your Customer; Prototype, Test and Learn
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