Fidelity Alternative Investments
UX Design
Client
Website
Use Case
Project Overview
As a designer for Fidelity Investments, I was tasked with expanding the Alts Investment experience, focusing on the creation of a user-friendly dashboard and fund details page. The goal was to provide users with a streamlined and intuitive way to explore alternative investment offerings, highlighting key information to support informed decision-making.
Problem Statement
Users need a clear and efficient way to explore alternative investment offerings, understand key details of each investment, and make informed decisions. Fidelity’s existing platform lacked a dedicated space for alternative investments, making it difficult for users to quickly compare and analyze their options.
Objectives
Create a dashboard to display alternative investment offerings in a card format for quick, at-a-glance comparison.
Design a fund details page that provides key stats and detailed information to support informed investment decisions.
Implement a hierarchical structure and navigation that ensures a seamless user experience.
Ensure scalability for future offerings and maintain accessibility standards.
Research Phase
Competitive Research
As part of our UX design process, we conducted competitive research to evaluate how other platforms present alternative investment offerings. We focused on three main competitors in the industry:
Fundrise
Strengths: Simple and clean layout with a focus on ease of access. Clear breakdown of investment performance and offerings.
Weaknesses: Limited customization and filtering options for users.
Moonfare
Strengths: Well-organized platform with detailed information on investment offerings, particularly the management team and historical performance.
Weaknesses: The design can feel crowded, making navigation overwhelming for new users.
Yieldstreet
Strengths: Clear, hierarchical layout with filtering options for users to sift through investment offerings. They highlight key points in a card format, providing easy access to critical data.
Weaknesses: Some users found the depth of information overwhelming, and navigation wasn’t always smooth.
Design Approach
Dashboard Design
The dashboard was designed based on competitive research, prioritizing clarity and ease of use. We adopted a card format for each offering, similar to Yieldstreet, but with a more refined hierarchical structure inspired by Moonfare. Each card highlighted key stats (investment type, minimum commitment, target return, etc.) for quick comparison.
Key Design Elements:
Card format showcasing essential data for each investment.
Tag-based filtering system allowing users to sort offerings by criteria such as risk level, asset class, or target return.
Hierarchical ordering of cards to prioritize the most relevant offerings for each user.
Fund Details Page Design
Drawing from insights from Fundrise and Moonfare, we created a detailed fund page that splits content into two quadrants:
The left-hand side contains the most critical information, such as performance metrics and key investment terms.
The right-hand side holds supplemental information, including team details, risk factors, and historical performance, allowing users to dig deeper if desired.
Competitive Insights Implemented:
From Fundrise, we adopted a clear, easy-to-read layout that breaks down key investment information in a concise format.
From Moonfare, we included detailed management team insights and historical performance on the fund details page.
From Yieldstreet, we implemented a robust filtering system and card-based layout to facilitate easy navigation and comparison.
User Flow and Navigation
To enhance usability, we implemented a hierarchical structure for both the dashboard and fund details page. This structure ensures users are presented with the most important information first, followed by more detailed content as they dig deeper.
Primary Actions: Easy navigation from the dashboard to fund details pages.
Secondary Actions: Users utilize filters to quickly find relevant offerings.
Design System Implementation
We were one of the first to use the Fidelity Design System, collaborating with the template team to create scalable pages for the Alts Investment experience. This system provided reusable UI components and pattern libraries, ensuring visual and functional consistency.
Conclusion
Through competitive research, a focus on user-centric design, and continuous usability testing, we successfully created a scalable and accessible alternative investment platform for Fidelity Investments. The new dashboard and fund details page provide users with an intuitive way to explore, compare, and invest in alternative assets, ensuring a seamless user experience that meets investors' needs.
