Introduction

With digital security becoming a key product and service differentiator in the financial industry, a dedicated team was created to ensure that all security touch-points were contextually relevant to customers’ needs. The primary goal was to create easy, simple and secure product experiences that ensure customer information is safe and protected at all times. Following are three high-level case studies to show case security experiences that I’ve recently crafted as a part of this team.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Fidelity Investments.

My Role

In addition to managing all aspects of the user experience and research, I work closely work with the product team and dev partners to understand limitations of existing capabilities/APIs and then fold them into simple and relevant security experiences.

Solving for Human Goals: Security Center

The Problem

With an uptick in data breaches and hacks in the digital world, we saw a rise in the number of customers actively searching the site to get answers to their account security questions. The site lacked a centralized location that showcased all security products and features, and other relevant resources, resulting in customers missing valuable information or skipping the site entirely. They turned to the phone lines for support, which in turn drove up call volumes. 

the opportunity

Solving for these concerns laid the foundation of Security Center. The vision was a centralized hub, where customers can manage account security settings or simply learn about all security features available.

The Solution 

To bring this self-service security platform to life, we needed a suite of APIs and services - that were yet to be built. In order to deliver value incrementally and iteratively, I proposed MVP1 to be a page that consolidated existing security articles and login maintenance type transactions. The plan was simple – progressive enhancements within defined constraints to ensured that the Security Center becomes the 1 stop shop for all security settings.

While waiting on the APIs to be developed, I created a framework of standardized card layouts, confirmation messages and so on. This framework simplified the design-dev hand off process and we got into a cadence of ideating, developing and rolling out a new feature every few months

Deliver Unique Value: unified login experience

The Problem

Customers trying to log into their accounts at Fidelity encounter one of the 15 uniquely different login pages that existed. Historically, these login pages were owned and managed by different business units and this often resulted in a disjoint login experience. The login pages also lacked consistency when it came to intro content, links and legal terms and conditions on the page.

The opportunity

We want to lead the way in giving customers easy access to the information they need, while ensuring security is deeply embedded in every aspect of the Fidelity platform. With the recent introduction of two-factor authentication to make customer accounts more secure, I took the opportunity to create a vision of our ideal login experience. The primary goal was to provide customers a singular and cohesive login experience independent of where they were coming from.

The solution

This was as much a consolidation exercise as it was a redesign. Starting ground up – I took a step back to identify all “access” or login touch-points both within and outside of the enterprise eco-system. Armed with this knowledge and the help of my front-end dev partner, I architected a login page that provided, a scalable and contextually aware login experience. The primary goal of this exercise was to ensure that whether we were using APIs or widgets or whether the user was logging in at Fidelity.com or on a 3rd party site, the core experience would always be the same and contextually relevant.