Setting New Standards at Fidelity

At Fidelity my work centered on enhancing the experience for customers with managed accounts, from launching new products to conducting research on customer mindsets and exploring blue-sky concepts. Transitioning from agency work to an enterprise environment gave me the opportunity to focus deeply on a single product and gain valuable insight into the complexity of large-scale systems.

SUMMARY

Sector: Financial | Investments | HNW Investors

My Role: Design Lead | Strategist | Hands-on Creative Lead

Challenge: Design a new experience for Private Wealth Management customers (5-25$MM) to create personal investment goals adding value and personalization for a white-glove offering.

Outcome: Delivered a cross-platform design enabling the audience to set goals, see progress towards that goal, and be able to the investments that are critical to the success. The design set new standards and introduced new ways of mapping a customer experience at Fidelity.

strategic planning

I was brought in to take an idea and map the concept from strategic beginning to end delivery, and was given room to explore and navigate the complex space of goals with high net worth individuals. Fidelity has a very mature design process and team, utilizing the existing expertise and tools was crucial to having success.

I started with a mapping exercise that aligned everyone on the mission, goals, setting design pillars, and audience expressions. After that I mapped a phase approach with possible tactics and outcomes to achieve the stated goals.

Understanding the audience

Through customer interviews and surveys we identified target personas and began to map out the potential cross-channel experience understanding the various offline and online interaction points and where impact could be made.

Through mapping customer journeys we started to identify key moments and areas of opportunity to connect with identified personas. Looking for ideal moments in time and channels to connect would enable moments for connection and conversations.

Design fusion workshops

After defining the problem, identifying the target audience, and mapping key user journeys, I led a focused, hands-on workshop inspired by the Google Design Sprint methodology. I brought all stakeholders into a collaborative space, giving the business team a platform to articulate their goals and challenges openly. I then facilitated a series of structured design exercises—including sketching, ideation, and rapid prototyping—that guided participants through the process of co-creating potential solutions. My leadership ensured that every voice was heard, the team stayed aligned, and actionable concepts emerged by the end of the session.

Initial design exploration

Fidelity has a robust design system that is built around dynamic cards, how they are designed and the placements within the overall context will determine their success. In the initial design exploration, we iterated through versions of each card that drove towards goals and support.

After exploring and testing the cards with customers we started to see how the goal detail page would come life across platforms. Ensuring the goals, path to goal, and mapping the progress to goal could be delivered clearly and within context.

setting new design standards

The final goal page design was a pioneering effort, introducing a completely new approach that aligned with the emerging design style guide being developed concurrently.

The page received significant attention from senior executives, not only for its innovative design but also for successfully navigating complex legal and financial approvals. It has since become a benchmark for new product pages, setting a standard that has prompted numerous business leaders to inquire, “How can we implement this for our own initiatives?”

learnings and outcomes

From initial project definition through to product launch, the project demonstrated my ability to adapt and lead through change in a complex organizational environment. Within a large enterprise like Fidelity, we balanced customer impact with the realities of competing stakeholder priorities and constraints. Design served as the strategic connective tissue—aligning business, product, and technology—to shape and communicate the vision, ultimately delivering a comprehensive solution that set new standards for Private Wealth Management client goal-setting experiences.