Compelling Content from Fidelity Investments.
Challenge: how to attract our next generation of customers
Fidelity faced a challenge in 2013 as their primary customers were retiring and drawing on their retirement savings instead of contributing to it. They needed to attract the next largest segment of the population: millennials.
Fidelity aimed to engage Millennials through tailored tools and content on the MyMoney sub-site. Our team conducted an assessment of the existing site to identify areas for improvement, including information architecture, content pathing, and user engagement metrics. The redesign aimed to create a content-forward design, enhance navigation, and encourage exploration through various features.
The redesigned MyMoney sub-site offered a more user-friendly experience, resulting in increased engagement metrics, including longer time on site, improved social sharing, and higher account openings. The content-forward design and enhanced navigation successfully catered to Millennials' needs and fostered stronger relationships between Fidelity and its target audience.
Conducting thorough research and user testing at the beginning of the project would have provided valuable insights and potentially reduced the need for design revisions.
Collaboration between internal teams and stakeholders was crucial for gathering insights and ensuring the successful implementation of the redesigned sub-site.
Overall, the MyMoney sub-site redesign played a vital role in Fidelity's efforts to connect with Millennials, offering a seamless user experience and valuable financial resources.
Drag the white bar horizontally to see the before & after results of this project.
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