Fidelity Investments - Crypto Research Hub

Case Study

Project Overview

At Fidelity Investments, I led the creation of the Crypto Research Hub, a desktop responsive experience designed to empower users to explore and analyze cryptocurrencies comprehensively. This hub enables users to compare crypto coins, benchmark them against market indices like the S&P 500, and access real-time news, with detailed drill-down options for individual coins—including quote data, charts, news, and an advanced Chart+ tab featuring analysis tools, indicators, and display settings. Additionally, I contributed to integrating crypto research capabilities into the Fidelity Trading Dashboard, enhancing its functionality with seamless crypto insights.

Problem Statement

Fidelity’s desktop users needed a dedicated, intuitive experience to research cryptocurrencies effectively within a trusted financial environment. The challenge was to design a standalone Crypto Research Hub that simplified complex crypto data and provided actionable insights, while also supporting the integration of these research tools into the Fidelity Trading Dashboard to create a cohesive crypto experience across platforms.

Objectives

• Design a responsive desktop UI for the Crypto Research Hub to enable crypto coin comparison and market benchmarking.

• Enable detailed drill-down features for individual coins with quote data, charts, and advanced analysis tools.

• Integrate crypto research into the Fidelity Trading Dashboard for a unified trading experience.

• Conduct user research to identify key needs and preferences for crypto research functionalities.

• Ensure brand consistency and accessibility across all features.

• Deliver a scalable, innovative design supporting Fidelity’s cryptocurrency initiatives.

Research Phase

Competitive Research

• Gemini: Highlighted a clean, user-friendly interface with strong educational content, guiding my focus on clarity and user guidance in the hub.

• Coinbase: Robust coin data but cluttered navigation, reinforcing simplicity priorities.

• Binance: Advanced charting tools but novice-unfriendly, emphasizing tiered complexity.

• Kraken: Strong market insights but less responsive, highlighting performance needs.

User Research

Conducted 30+ interviews with Fidelity desktop users to understand crypto research needs, identifying priorities like coin comparison and news access.

• Analyzed survey data from over 3,000 users, revealing demand for S&P 500 benchmarking and detailed coin insights.

• Facilitated usability workshops to test concepts, gathering feedback on chart usability and onboarding needs.

Design Approach

User Experience (UX) Design

Research shaped a user-centric desktop experience:

• Primary Focus:

  • Designed an intuitive hub layout for comparing crypto coins against the S&P 500 and viewing news.

  • Created drill-down features for specific coins, including quote data (about, chart, news, detailed quotes) and a Chart+ tab with advanced tools like indicators and settings.

  • Integrated a Pendo onboarding journey to guide users through setup and key features, informed by research on onboarding friction.

  • Supported seamless navigation into the Fidelity Trading Dashboard for research-to-trading transitions.

Usability Testing

Iterative testing refined the experience:

• Conducted usability tests with 25+ users to validate coin comparison, charting, and onboarding features.

• Gathered post-launch feedback via Pendo data to ensure alignment with research goals.

Final Impact Expectations

• User Experience (UX) Design:

  • Achieved a 30% increase in hub engagement, driven by intuitive comparison and drill-down features, per analytics.

  • Improved onboarding completion by 20% with the Pendo journey, based on user adoption metrics.

Data Collection Methods:

• Tracked satisfaction via Pendo data, KPI analytics and NPS surveys.

• Measured engagement (session duration, feature clicks) through desktop analytics.

• Monitored trading transitions and Chart+ usage to assess research impact.

Conclusion

Leading the design of the Crypto Research Hub for Fidelity Investments’ desktop responsive platform delivered a powerful tool for crypto exploration, seamlessly integrated into the Trading Dashboard. Through extensive user research and a Pendo-powered onboarding journey, I crafted a design that simplified complex data, offered advanced analysis, and aligned with Fidelity’s trusted brand. The result is an innovative, scalable platform that empowers users to navigate the crypto market confidently, reinforcing Fidelity’s leadership in financial services.