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Fidelity.ca – Website Redesign


Fidelity approached us to redesign their Canadian site, Fidelity.ca, for a more user-friendly client experience on desktop and mobile, including cleaner and responsive design that supports current features and provides easier, more intuitive navigation and allows users to retain greater financial value from their interaction with Fidelity.

Overview


Based in the United States, Fidelity Investments is one of the most diversified financial services companies in the world.


Objectives

  • Increase website traffic and visitors year-over-year
  • Deliver content formatted for any device (create a responsive website)
  • Enhance sales interactions and earn return visits via timely high-quality content
  • Provide an outstanding client experience
  • Provide shareable and personalized content

The Interpix Approach


The Interpix Discover, Define and Design approach started with interviewing stakeholders and gaining insights regarding high-level business objectives within Fidelity.ca. Using our user-centered approach Interpix defined use cases, key task flows, user profiles and scenarios to identify target audiences and make it easier for customers to do business with Fidelity. After interviews, a card sort, and multiple rounds of usability tests were conducted and gained critical insights about user needs and goals. These were identified and designed through concept exploration and high-level concepts, which included creating a smart onmi-bar search that helped streamline the fund code navigation process and made it easy to view current market trends.


Success


Interpix delivered a user-friendly, responsive design with an outstanding client experience. The website redesign streamlined reducing support calls, and increasing traffic to Fidelity.ca.