Fidelity Investments
Led the creation of the first-ever personalized feed for a financial app, solving the confusing homescreen problem through extensive user research and testing.
Design Lead
End-to-end design, prototyping, user testing, handoff
Confusing Homescreen
Complex app needed intuitive redesign
First Financial Feed
Personalized content stream
iOS & Android
Live in production
As design lead, I drove the entire process—from stakeholder meetings to final delivery. I led brainstorming sessions, created wireframes and final designs, built prototypes, conducted user testing, and worked with developers to ensure pixel-perfect execution.
The feed is live and continuously evolving. Check it out:
From design thinking sessions to sketches, wireframes, prototyping, and user testing— we refined the experience through iterative collaboration.
Feed cards are grouped into categories: Markets cards, balance updates, news cards, event cards, bull & bear of the day, learning cards, and marketing cards. Cards are personalized and our algorithms bubble the most relevant content to the top.
Created extensive prototypes that aided in user testing, team collaboration, and developer handoff—ensuring clear communication of interactions and edge cases.
Interactive prototype created in Principle demonstrating infinite scrolling with loading states for slow connections.
Adobe Illustrator
After Effects
Testing Across Devices