Motivating Americans to start investing with Fidelity

Value Proposition

The Design Strategy team at Fidelity Investments asked us to contribute to Fidelity’s future growth using human-centered design to understand customers, generate new offerings, and rapidly experiment. My partner and I set out to understand American’s relationship with investing and how Fidelity could help people who are not confident investing today get started, build confidence, and feel accomplished along the way.

Skills Utilized

Ethnographic interviews, journey mapping, persona development, focus group facilitation, A/B testing, web and physical audit, card sorts, and prototyping.