Disclaimer: This is a personal project for portfolio purposes and not affiliated with Fidelity in any way.
Note: This case study has been published on Notion temporarily while I construct its permanent home on my portfolio website.
Fidelity Investments is an American multinational financial services corporation and is one of the largest asset managers in the world with $4.3 trillion in assets under management.
According to Web Analytics, their website receives an average of 75M visits per month, with an average visit duration of 8.9 seconds and a 23% bounce rate.
<aside> 💡 Lack of a clearly defined and easy to locate Home Page. The UX of managing transfers is too drawn out.
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I log into my Fidelity account every couple of months to make changes to my recurring transfers (pausing, skipping, or editing them) or to passively monitor my investments for any unexpected significant losses (or gains, although losses are more common).
Finding things that I need is always a challenge despite being a semi-regular user. After some consideration, I attribute this difficulty to a lack of a clearly defined “Home”. Having a well-designed home page can help welcome and orient the users by showcasing valuable information and provide top-level navigation (such as Managing Transfers).
Speaking of managing transfers: This simple-ish action requires navigating through 6 screens, making it a ****lengthy and complicated user experience.
Long and confusing user experiences also persist in other areas of the website. For example, upon logging in, user are taken to a confusing-as-hell landing page that is full of self-promo materials and ads with poor color choices which distract from the main objective - to find valuable information about one’s Fidelity accounts.
Fidelity’s ‘landing’ page upon login. Note the hero image 😱