Captivating a new audience
We helped Fidelity to futureproof its business against an ageing customer base.
Created in just 12 weeks, our new website attracted a younger audience to Fidelity’s investments – a demographic that had been beyond the firm’s reach. And it delivered a 20% higher conversion rate.
Fidelity had an ageing customer demographic – but its brand wasn’t on the radar among younger investors.
The financial institution needed an online offering that would speak to Millennials in their language. This meant understanding how they think – and talk – about money, and how they go about making investment decisions.
Fidelity brought in The Unit for our deep experience of working in highly regulated industries, and of bringing dry financial products to life.
We set about understanding how the Millennial mind works through a series of focus groups. We asked young consumers (from the right wealth demographics) what they knew, and how they felt, about investing.
This unearthed some valuable insights:
- Millennials are target focused – they think in terms of life events, not products
- They don’t like investment jargon – they want to be spoken to in plain English
- They prefer disruptors – they engage with online brands such as Nutmeg, which offer customers a slick and jargon-free experience
Fidelity’s online proposition was missing the mark. Its brand was old-fashioned. Its website was cluttered, and littered with technical jargon and complex forms. We created a new site to present Fidelity’s offering in a way that would resonate with younger investors.
The site is conceptually and visually simple, with a straight-talking tone. It’s also interactive: customers see an ‘investment journey’ graphic based on the information they input. And its responsive design optimises the user experience on all devices.
The new site was a departure for the Fidelity brand, as it involved a whole new visual style, approach to content and tone of voice.
To make it happen, we put together a collaborative, customer-focused and multi-disciplinary project team. This included our UX and UI designers and developers, along with members of Fidelity’s brand, content, copywriting and compliance teams.
Fidelity needed to get the new website up fast. So we devised a unique accelerator method for the project: a series of agile sprints to rapidly design, develop and launch a minimum viable product (MVP).
We iterated and refined the site to Millennials’ preferences throughout each sprint, based on the results of user testing.
Ensuring a smooth and compelling customer journey also required a new API, which would interface with Fidelity’s investment data to generate the investment graph.
Our accelerator proved so effective that we had an MVP live in only 12 weeks. We now use the method across all of our digital delivery projects.
The new website opened up an acquisition channel to Fidelity’s future customers – a group they’d previously been unable to reach. The firm now had a digital platform tailored to the needs of Millennials, where younger customers could feel confident investing.
What’s more, the site enables deep personalisation, which is vital to attracting Millennial consumers. Fidelity can individualise each customer’s journey according to their investment goals.
Crucially, the new website has a 20% better conversation rate than the existing one.
The project also gave Fidelity the foundations of a new brand identity: a set of visual elements and a tone of voice for an audience it hadn’t targeted before. The firm is now updating its digital customer experience for a wider demographic based on these design standards.
“Getting Millennials excited about financial investments is a real struggle for the financial services sector. The Unit had the answer. They gave us digital offering that engages Millennials in a way we’d never managed before.” - Ian Hood, head of digital, Fidelity