Fidelity Institutional Redesign

The Solution

1. Discovery & Alignment
   • Conducted stakeholder interviews across product, marketing, sales, and compliance.
   • Partnered with analytics teams to establish baseline KPIs (lead generation, conversion rates, SEO, pages per session).
   • Defined a phased release roadmap aligned to quarterly business outcomes.
2. Design & Strategy
   • Led my team in creating user flows, wireframes, and prototypes to validate solutions.
   • Embedded personalization and marketing automation strategies early in the design to target advisors and firms with relevant content.
   • Advocated for structured content infrastructure and design system adoption to enable reusability and scalability.
3. Cross-Functional Execution
   • Partnered with technology and development teams to modernize architecture and deliver iterative releases.
   • Worked with marketing and creative teams to ensure brand storytelling was embedded in the digital experience.
   • Collaborated with compliance to maintain regulatory integrity without sacrificing usability.
4. Phased Delivery
   • Released updates incrementally, hitting quarterly goals for SEO, accessibility, and lead generation.
   • Used analytics feedback to refine subsequent releases and optimize user journeys.

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Phase 1 included:

• Information Architecture
• Wireframes & Testing
• New design system and component library
• Implementation of personalization
• Migration of high profile product and marketing pages
• Self-guided tours for existing clients
• Feedback survey

The Results

Phase 1 doubled lead generation and engagement rates, improved SEO for major keywords, improved accessibility and received high feedback scores from visitors.

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