Setting Investment Goals

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 to a white-glove offering.

Strategic Planning

At Fidelity, I was tasked with taking an idea from concept to delivery, navigating the complex needs of high-net-worth individuals. Leveraging the team’s mature design process, I led alignment exercises to define mission, goals, design pillars, and audiences, then mapped a phased approach with clear tactics and outcomes.

Understanding the Audience

Through interviews and surveys, we identified target personas and mapped cross-channel journeys, highlighting key moments across online and offline touchpoints where we could create meaningful connections and opportunities for engagement.

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 Standards

The final Goal page introduced a new design approach aligned with Fidelity’s emerging style guide. Praised by senior executives for its innovation and ability to navigate complex approvals, it became a benchmark for future product pages and a model other business leaders sought to replicate.

Learnings and Outcomes

Adapted and led through change in a complex enterprise environment:

Balanced customer impact with competing stakeholder priorities and constraints
Positioned design as the strategic connector across business, product, and technology
Shaped and communicated a clear vision that aligned diverse teams
Delivered a comprehensive solution that set new standards for Private Wealth Management client goal-setting experiences