Fidelity Digital Funding Experience Redesign
Creating a clearer, more consistent way for Fidelity customers to fund brokerage accounts across goal planning, account opening, and online funding.
Role
Senior UX Designer
Domain
Fintech · Financial Workflows · Regulated Systems
Skills
Workflow Design · Financial UX · Journey Mapping · Advanced Prototyping · Accessibility · Stakeholder Alignment
Overview
The Digital Funding redesign unified multiple funding pathways across brokerage accounts into a cohesive, scalable experience aligned with Fidelity’s long-term platform strategy.
The initiative focused on reducing confusion, modernizing interaction patterns, and integrating funding seamlessly with goal planning and account management.
The Problem
Funding workflows were:
Fragmented across entry points
Inconsistent in terminology and hierarchy
Heavy with disclosures
Difficult to understand for new investors
Operationally complex behind the scenes
Users lacked a clear mental model of how funding methods related to account types.
My Role
As the sole UX designer across this initiative, I:
Conducted stakeholder interviews across squads
Mapped funding journeys end-to-end
Designed modular funding flows adaptable by account type
Built high-fidelity, variable-driven prototypes
Collaborated with Content and LRC for clarity and compliance
Supported Agile story definition and delivery
Research & Insights
Insights included:
Users confused funding methods with account eligibility
Financial jargon reduced confidence
Error states lacked actionable guidance
Disclosures needed contextual framing
Consistency across flows reduced abandonment
Clarity was the most powerful lever.
Design Approach
1. Unified Funding Architecture
Created a single adaptable framework supporting:
Linked bank transfers
Account-to-account transfers
Check and wire methods
2. Improved Information Hierarchy
Reorganized content to prioritize:
Account selection
Funding method clarity
Clear next steps
3. Advanced Prototyping
Used Figma variables to simulate:
Real monetary values
Table-based investment data
Branching based on funding method
4. Accessibility & Governance Integration
Ensured alignment with WCAG standards and regulatory guardrails.
Key Design Decisions
Consolidated redundant flows
Introduced inline validation
Simplified terminology
Used progressive disclosure
Standardized visual patterns across funding types
Solution
Cohesive digital funding experience
Clear method differentiation
Reduced cognitive load
Improved error recovery
Stronger alignment with Fidelity’s design system
Impact & Results
Reduced user friction in funding workflows
Increased clarity in financial decision-making
Delivered scalable framework for future funding enhancements
Successfully navigated two technology transitions
What I Learned
Financial workflows require precision and empathy
Clear structure reduces abandonment
Design systems accelerate complex redesigns
Alignment across squads is as important as UI decisions
Artifacts (Optional)
Journey maps
Funding architecture diagrams
Prototype examples
Error state explorations / before after
