Fidelity Investments:
Getting users engaged with the Fidelity Discover feature
The problem:
Customers were unaware that there was a section of the Fidelity flagship app devoted to sharing timely news, thought leadership articles, and media related to financially significant events.
The solution:
Create a content strategy to showcase timely events based on 3 audience segments (pulled by Simon Data) to help users keep abreast of financial news and information that could affect them.
The results:
Phase 2.0 thinking:
If I had the opportunity to continue working on this project I would have:
Worked with the team to sprinkle in multimedia – e.g. – videos – into the “What’s trending” container.
Identified further segmentation opportunities to determine what resonates with specific groups. A Millennial with 2+ accounts and a diversified portfolio is very different than a Millennial with 1 IRA account. Just targeting age brackets doesn’t cover the full breadth of the nuanced users we encountered.
Identified ways to consolidate the content on the “Learn” tab, potentially removing the tab altogether.
Re-evaluated the IA and conducted testing with Contentsquare and Usertesting.com