The challenge they faced:
Fidelity wanted to better serve high-net-worth clients, but existing tools and processes didn't meet the expectations of a premium advisory relationship. The company needed a deeper understanding of this client segment's needs and to explore how new digital tools could complement its high-touch service model.
Our approach:
Collaborating with teams across Fidelity, we mapped end-to-end journeys for high-net-worth clients and designed new interfaces that supported personalized wealth management. We developed personas, journey maps, and interactive prototypes, gathering feedback from clients and advisors through interviews and usability testing. Insights from this research guided iterative design improvements, while a change management plan helped align advisors, product teams, and leadership around a shared vision for the future client experience.
The business impact:
- Created a strategic roadmap to guide the evolution of digital tools and interfaces for wealth clients
- Improved advisor efficiency and consistency in high-touch interactions through process alignment and change management
- Refined digital experiences that enhanced satisfaction and deepened client relationships
