Retire Happy with Fidelity

UX, interaction design & design direction

The Fidelity’s "take action, get reward" retirement campaign was centered around an educational page featuring stories of the nearly and recently retired. The page combines cinemagraphs, motion design, and an interactive retirement calculator to help customers understand what they need to do to prepare for retirement.

Retire Happy with Fidelity

UX, interaction design & design direction

The Fidelity’s "take action, get reward" retirement campaign was centered around an educational page featuring stories of the nearly and recently retired. The page combines cinemagraphs, motion design, and an interactive retirement calculator to help customers understand what they need to do to prepare for retirement.

Retire Happy with Fidelity

UX, interaction design & design direction

The Fidelity’s "take action, get reward" retirement campaign was centered around an educational page featuring stories of the nearly and recently retired. The page combines cinemagraphs, motion design, and an interactive retirement calculator to help customers understand what they need to do to prepare for retirement.

Opportunity

Fidelity was looking to reach married couples around age 35-44 with $100k+ in investable assets and help them plan for retirement. A significant portion of them were not actively considering their retirement plans or didn't know where to start. Fidelity needed to engage these customers, providing them with valuable information to help them plan for their financial future.

Solution

To tackle the challenge, we came up with a "take action, get reward" experience on the custom landing page. The experience was designed to drive awareness of Fidelity as a reliable financial investment resource and advisor while getting customers ready to plan for their retirements. By offering a reward, Fidelity encouraged customers to take action towards their retirement planning, increasing the chances of these customers becoming long-term Fidelity clients.


I made sure the reward verification experience for customers was seamless and painless. Customers could instantly find out whether they were eligible for a reward by logging into their Amazon account.


The landing page offered valuable retirement planning information, such as tips on how to calculate retirement expenses and how to maximize contributions to retirement accounts. I incorporated Fidelity’s iconic Green Line, 1) to adhere to the brand, 2) to act as the page scroll progress bar, showing customers the amount of content left as they scroll/swipe through to read the tips.

To ensure the digital advertising is aesthetically consistent with the landing page, I, as the design lead, developed a template and provided creative direction and feedback to designers creating Fidelity ad banners to ensure a high standard for readability, design consistency, etc..

Result

Fidelity's "take action, get reward" campaign was successful in engaging with their target audience and encouraging them to plan for their financial future. The landing page received high engagement rates, and many customers took advantage of the reward offered. Fidelity also saw an increase in long-term clients as a result of the campaign.