Julia Paranay

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The Fidelity Feed

One of my proudest contributions to the Fidelity Mobile App during our re-design period was leading design efforts for the new Fidelity Feed. In this re-design we solved the problem of simplifying our complex app to make it more intuitive for our users. The previous homescreen was known as a point of confusion. We spent countless hours brainstorming, whiteboarding, sketching, and user testing our solutions. In the end, we created the first ever Feed for a financial app, The Fidelity Feed.

As design lead, I met with our business team to figure out project goals and requirements, held brainstorm and whiteboarding sessions, brought concepts from sketches to wireframes to final designs, worked out the functionality, the look and feel of the experience, built out prototypes to test specific interactions, user tested our designs, delivered specs, and worked with developers to ensure a pixel perfect product.

The feed is an ever-growing project and will be frequently updated and improved upon. Check it out by downloading the app on your mobile device.

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Feed Process

From design thinking sessions, my initial pencil sketches, wireframes, prototyping and user testing, we perfected the experience. Below you can see some image captures of the process.

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The Final Feed Cards

The final set of feed cards can be grouped into a few different categories. We have the Markets cards, balance updates, news cards, event cards, bull & bear of the day, learning cards, as well as our marketing cards. The cards are catered to our users and our algorithms help us bubble specific cards to the top of our users feed.

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Feed Demo

The process of creating the feed involved many prototypes. I created these prototypes to show the design and dev teams my ideas, and they helped us come to our final solution. The demo below was created using the app Principle and was used as an example to show infinite scrolling in a case where the user had slow connection. In this case we wanted to show a loader.

Project Information

Mobile App Redesign

Fidelity Feed

Fidelity Investments

2015-2017

Materials & Methods

Wireframing, Lab studies, Principle for Prototyping, Adobe Illustrator, After Effects, Devices for Testing