To create a series of conceptual interfaces to be used as an internal portal for expert investors and sales. The aim of the exercise was to convey to stakeholders the possibilities of what the current My Fidelity could become in terms of visual appearances and functionality by looking into the future.
The view for today was to do two things:
To reinvigorate stakeholder interest in the existing platform
To show stakeholders that with a little finesse & attention to the experience and design; the portal could reach its potential and be useful to both professional investors and sales.
By taking stock of the type of content being served and rearranging the order to better suit the needs of the users, the portal immediately becomes a lot more relevant and useful.
For the professional investor, we placed the sales contact nestled at the top for findability and to help convey a sense of availability to cater to their needs.
Knowing that no two people are the same; we wanted to give investors the ability to customise content that they found relevantl to them.
The current implementation of the portal has no options to customise the layout of the content, so by proposing a click/tap and drag function we hope this would empower the user to reorganize the content and help drive engagement with the platform.
A core tenet at Fidelity that carries through our corporate values, through to our individual goal setting; the customer is an inseparable aspect to the solutions we provide and perform.
One of the ways we wanted to ensure that the customer was placed first was of course making the portal easier to use, but another part of that was through providing a method that would enable the customer to directly reach the associated sales support for their account.
In the past, our solutions were to provide an accessible phone number and an email. But as our clients get more technically savvy and knowledge seeking is virtually an on-demand service, we proposed to incorporate a chat interface that would allow the investor to speak with their sales support via a chat.
The chat would indicate the status of the sales i.e. whether they were online or offline, but it would also allow the investor to leave a message directly with the sales any time of the day through the chat interface.
While the future is difficult to predict, we can conservatively hypothesize that our clients and our sales will progressively move towards more mobile solutions that cater to their individual lifestyles and working styles.
By considering the future a little, we've proposed to move the platform onto a tablet device and changed the view to a dashboard where essentially it's designed to be customized to fit the needs of the user.
One of the issues we found in our research was that, our users expressed that we had really great content, but that it was presented in an un-engaging way.
Our aim was then to propose various methods of showing content that ranged from simple questions to entice our investors, to highly compressed versions of the content for quick glancing and giving our customers a basic understanding of topics/concepts that were relevant to the market or their investment goals.
As we looked at simplifying communications with our sales team today, our hopes are that in the future it'll be even more seamless.
Conversations will be a mixture between live chats; when the sales is available and online, to AI stepping in with natural language processing and answering some more straightforward questions when the sales is away.
By combining the two, our customers will never have to chat with a virtual "recorder" and feel that their needs are being catered to.
Moving even further into the future, we envisioned the portal no longer living on a fixed screen; but more along the lines of a series of floating panels that were projected into physical or virtual space.
The platform would be intuitive and engaging to interact with; mixed with the intelligence of AI and human support. Voice commands could effectively control the entire interface, but if one were to use gestures, the content panels would move about and resize/reshape in space as desirable.
As projects iterate towards an improved future, the focus always is around the person using it. Forgetting that fundamental fact would essentially turn any strong visual design into a strong piece of visual art.
While there's a place for beautiful visual art, it is through an informed and thought out design process that helps enable people access the information they need with ease & delight.