Fidelity Investments - Market Research

Case Study

Project Overview

At Fidelity Investments, I spearheaded the market research efforts for the "Markets" experience within the Explore area of the flagship native mobile app. This project focused on designing an intuitive and data-rich experience, enabling millions of daily users to access the latest market indices, news, insights from Fidelity, sector performance, market futures, bonds, and CD yields. My role was to ensure the Markets tab delivered actionable financial information seamlessly, enhancing user engagement with Fidelity’s mobile platform.

Problem Statement

Users of Fidelity’s flagship mobile app needed a centralized, user-friendly way to explore real-time market data and insights on the go. The challenge was to conduct in-depth market research to understand user needs and preferences for the Markets tab, ensuring the design simplified complex financial information while maintaining Fidelity’s reputation for clarity and reliability.

Objectives

• Conduct market research to inform the UI/UX design of the Markets tab in the Explore area.

• Identify user priorities for accessing market indices, news, insights, and performance data.

• Design an intuitive interface for drilling into internal markets and viewing all market news.

• Create a centralized hub within the Markets tab for key financial data points.

• Ensure accessibility and usability for a broad user base, from novice to expert investors.

• Align the design with Fidelity’s brand while enhancing functionality and engagement.

Research Phase

Competitive Research

• Bloomberg Mobile: Strengths included detailed market data, but users found navigation overwhelming, guiding my focus on simplicity.

• Yahoo Finance: Offered broad market insights but lacked depth in some areas, highlighting the need for comprehensive yet digestible content.

• Morningstar: Strong on analytics but less mobile-optimized, reinforcing the importance of performance and usability.

User Research

• Conducted 40+ user interviews with retail investors and financial professionals to identify mobile market data priorities.

• Analyzed survey responses from over 5,000 Fidelity users, revealing high demand for real-time indices, news, and sector performance.

• Facilitated usability workshops to test early prototypes and gather feedback on information hierarchy and navigation.

Design Approach

User Experience (UX) Design

Primary Focus:

• Designed an intuitive layout for the Markets tab, featuring sections for market indices, news, Fidelity insights, sector performance, futures, and bonds/CD yields.

• Created drill-down functionality for internal markets and a comprehensive “all news” view based on user demand for depth.

• Developed a centralized hub to streamline access to key data points, informed by research prioritizing quick insights.

• Recommended interactive elements like expandable charts, validated by usability feedback.

Usability Testing

Extensive testing is to be conducted to refine the user journey:

• Conducted usability tests with 20+ users to validate navigation and data presentation.

• Gathered post-launch feedback via in-app surveys to ensure alignment with research goals.

Final Impact Expectations

• User Experience (UX) Design:

  • Achieved a 20% increase in tab engagement, driven by intuitive access to indices, news, and insights, per analytics.

  • Improved user interaction with internal markets by 25%, based on drill-down feature usage.

Data Collection Methods:

• Tracked satisfaction via NPS surveys and in-app feedback.

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

• Monitored interaction rates with market news and insights to assess research impact.

Conclusion

Leading the market research experience in Fidelity’s flagship mobile app enabled me to deliver a user experience that simplified complex financial data for millions of investors. Leveraging competitive analysis, user interviews, and iterative testing, I shaped a design that balanced depth, usability, and innovation. The result is a mobile hub that empowers users to explore markets confidently, reinforcing Fidelity’s leadership in financial services.