UI Design
Pages I've redesigned to minimize friction points and maximize performance
What we offer page
A Page on Fidelity Investments website to help customers and prospects compare the different personal investing relationships they can have with Fidelity.
When testing the page, users found it confusing because they could not compare the different products.
After the redesign, The page performed better and customers were spending less time on the page because they are able to make a decision faster.
The page before redesign it
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IRA selection page
40% of users abandoned the account opening flow on this page. That translates to 1924 customer lost in 4 months.
User testing the page revealed few problems:
The language used isn't clear to our customer
The page isn't giving enough information for the customer to make a choice.
The page isn't scan-able for the user to learn the difference between the 3 types of retirement accounts.
Redesigning the page allowed customers to easily compare the different types of IRAs and make a choice faster.
The page before redesign
