Financial Services
1995 - 2010 • 15+ years
What began as a three-month project with Fidelity Investments in 1995 evolved into a 15+ year engagement. Recognized for the quality of my work, I was referred to multiple divisions within Fidelity, where I delivered UX designs for desktop and mobile platforms serving retail investors, active traders, wealth management professionals, financial advisors, employee benefits programs, and other business lines.
Fidelity Family Office Services’ Workstation
Led the design and launch of the Family Office application from the ground up, enabling Fidelity to successfully enter the high-net-worth client market.
2007
Fidelity Family Office Services’ Workstation
Mission
As part of TIAA’s major redesign, management wanted to enhance the customer experience of the desktop trading app, especially for less experienced senior customers.
Challenges
Similar to the mobile trading app, the desktop trading platform was powerful but difficult for less experienced senior customers to use. Many struggled to fill out the forms—especially when placing multiple orders, such as selling an investment and then using the funds to buy another.
My Contributions
To stay consistent with the mobile trading app, I redesigned the desktop app using a Q&A approach that guides users step by step through the process. It takes into account the investments they already hold and the actions they want to take, while also considering their investment objectives and risk tolerance.
Impact
The new desktop trading app was well received by customers. They found the step-by-step guidance extremely helpful and said it made their decisions easier along the way. Users were able to complete their tasks without any issues.
Select sell transaction
Users can choose either a Buy or Sell transaction.
Select investment to sell
After selecting a sell transaction, users can then choose which investment in their account they want to sell.
Add sell order
After entering the sell order details, the order is added. The app then shows users how much cash will be available and whether they are overweight in any asset allocation categories.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
select investment to buy
Users can then select another investment to buy, enter the order details, and continue.
Place orders
After adding both the sell and buy orders, users can choose to place the orders.
Fidelity Advisor Channel
Directed the end-to-end design of the Advisor Channel website, supporting the successful launch of Fidelity’s Advisor Channel business and empowering financial advisors to manage client portfolios more efficiently.
2007
Fidelity Advisor Channel
Mission
As part of TIAA’s major redesign, management wanted to enhance the customer experience of the desktop trading app, especially for less experienced senior customers.
Challenges
Similar to the mobile trading app, the desktop trading platform was powerful but difficult for less experienced senior customers to use. Many struggled to fill out the forms—especially when placing multiple orders, such as selling an investment and then using the funds to buy another.
My Contributions
To stay consistent with the mobile trading app, I redesigned the desktop app using a Q&A approach that guides users step by step through the process. It takes into account the investments they already hold and the actions they want to take, while also considering their investment objectives and risk tolerance.
Impact
The new desktop trading app was well received by customers. They found the step-by-step guidance extremely helpful and said it made their decisions easier along the way. Users were able to complete their tasks without any issues.
Select sell transaction
Users can choose either a Buy or Sell transaction.
Select investment to sell
After selecting a sell transaction, users can then choose which investment in their account they want to sell.
Add sell order
After entering the sell order details, the order is added. The app then shows users how much cash will be available and whether they are overweight in any asset allocation categories.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
select investment to buy
Users can then select another investment to buy, enter the order details, and continue.
Place orders
After adding both the sell and buy orders, users can choose to place the orders.
Fidelity First Generation iPhone App
2008
2008
Fidelity First Generation iPhone App
Mission
As part of TIAA’s major redesign, management wanted to enhance the customer experience of the mobile trading app, especially for less experienced senior customers.
Challenges
The existing mobile app was powerful but difficult for less experienced senior customers to use. Many had trouble filling out the form—especially when they needed to place multiple orders, such as selling an investment and then using the funds to buy another.
My Contributions
I redesigned the app using a Q&A approach that guides users step by step through the process. It takes into account the investments they already hold and the actions they want to take, while also considering their investment objectives and risk tolerance.
Impact
The new mobile trading app was well received by customers. They found the step-by-step guidance extremely helpful and said it made their decisions easier along the way. Users were able to complete their tasks without any issues.
Select investment to sell
After selecting a sell transaction, users can then choose which investment in their account they want to sell.
Add sell order
After entering the sell order details, the order is added. The app then shows users how much cash will be available and whether they are overweight in any asset allocation categories.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
select investment to buy
Users can then select another investment to buy, enter the order details, and continue.
Place orders
After adding both the sell and buy orders, users can choose to place the orders.
Fidelity First Generation iPad App
2010
2010
Fidelity First Generation iPhone App
Mission
As part of TIAA’s major redesign, management wanted to enhance the customer experience of the mobile trading app, especially for less experienced senior customers.
Challenges
The existing mobile app was powerful but difficult for less experienced senior customers to use. Many had trouble filling out the form—especially when they needed to place multiple orders, such as selling an investment and then using the funds to buy another.
My Contributions
I redesigned the app using a Q&A approach that guides users step by step through the process. It takes into account the investments they already hold and the actions they want to take, while also considering their investment objectives and risk tolerance.
Impact
The new mobile trading app was well received by customers. They found the step-by-step guidance extremely helpful and said it made their decisions easier along the way. Users were able to complete their tasks without any issues.
Select investment to sell
After selecting a sell transaction, users can then choose which investment in their account they want to sell.
Add sell order
After entering the sell order details, the order is added. The app then shows users how much cash will be available and whether they are overweight in any asset allocation categories.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
select investment to buy
Users can then select another investment to buy, enter the order details, and continue.
Place orders
After adding both the sell and buy orders, users can choose to place the orders.
Data Access for FPCMS
2006
2006
Data Access for FPCMS
Mission
As part of TIAA’s major redesign, management wanted to enhance the customer experience of the desktop trading app, especially for less experienced senior customers.
Challenges
Similar to the mobile trading app, the desktop trading platform was powerful but difficult for less experienced senior customers to use. Many struggled to fill out the forms—especially when placing multiple orders, such as selling an investment and then using the funds to buy another.
My Contributions
To stay consistent with the mobile trading app, I redesigned the desktop app using a Q&A approach that guides users step by step through the process. It takes into account the investments they already hold and the actions they want to take, while also considering their investment objectives and risk tolerance.
Impact
The new desktop trading app was well received by customers. They found the step-by-step guidance extremely helpful and said it made their decisions easier along the way. Users were able to complete their tasks without any issues.
Select sell transaction
Users can choose either a Buy or Sell transaction.
Select investment to sell
After selecting a sell transaction, users can then choose which investment in their account they want to sell.
Add sell order
After entering the sell order details, the order is added. The app then shows users how much cash will be available and whether they are overweight in any asset allocation categories.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
From there, users can choose to place the order immediately, buy another investment, or sell an additional holding.
select investment to buy
Users can then select another investment to buy, enter the order details, and continue.
Place orders
After adding both the sell and buy orders, users can choose to place the orders.
