Fidelity – SimpleSwitch (Account Conversion Workflow)
Role
Senior UX Designer
Domain
Fintech · Account Conversion · Regulated Systems
Skills
Workflow Design · Accessibility · Compliance & Governance · Advanced Prototyping · Design Systems · Stakeholder Alignment
Overview
SimpleSwitch was an industry-first capability allowing clients to convert eligible accounts rather than funding new ones from scratch. The initiative aimed to reduce time-to-invest while maintaining strict regulatory and operational integrity.
The challenge was to modernize and streamline a technically complex conversion workflow without compromising compliance requirements or operational safeguards.
The Problem
Account conversion workflows were constrained by:
Complex eligibility logic
Regulatory disclosure requirements
Operational dependencies across systems
Confusing terminology for clients
Lack of alignment with the broader funding ecosystem
The experience felt fragmented and overly technical, reducing user confidence during a high-stakes financial decision.
My Role
As the lead UX designer, I:
Mapped eligibility and conversion logic
Partnered with Legal Risk & Compliance (LRC) and Accessibility teams
Designed structured, step-based workflows
Created advanced Figma prototypes using dynamic branching
Worked closely with engineering to validate logic accuracy
Facilitated critique sessions and iterative refinement
This was delivered as a solo UX effort across a multi-squad initiative.
Research & Insights
Key learnings included:
Users struggled to understand eligibility conditions
Disclosure language created cognitive overload
Conversion timing expectations were unclear
Operational visibility was essential for internal stakeholders
Clear next-step messaging reduced anxiety
Users needed reassurance and clarity more than speed alone.
Design Approach
1. Structured Step-Based Flow
I introduced a predictable step sequence that clarified:
Eligibility confirmation
Required inputs
Disclosure review
Confirmation and next steps
2. Progressive Disclosure
Complex regulatory information was presented contextually rather than all at once.
3. Alignment with Design System
Modernized patterns ensured consistency with Fidelity’s ecosystem.
4. Prototype-Driven Validation
Dynamic prototypes demonstrated conversion logic to stakeholders before development.
Key Design Decisions
Simplified eligibility messaging
Reduced redundant inputs
Clarified status and processing expectations
Designed branch-aware UI states
Embedded accessibility from the start
Solution
A streamlined conversion experience
Clear eligibility checkpoints
Reduced cognitive load
Strong alignment with funding workflows
Transparent post-submission expectations
Impact & Results
Reduced time-to-invest by up to two business days
Increased client confidence during conversion
Improved operational clarity
Delivered cohesive modernization of a legacy workflow
What I Learned
Conversion workflows require extreme clarity
Compliance can coexist with usability
Prototyping complex logic builds stakeholder trust
Small wording changes can dramatically reduce friction
Artifacts (Optional)
Eligibility logic maps
Prototype branching diagrams
Disclosure restructuring examples
Before/after comparisons
