|
services
about
us
clients
 SSgA
LiquidNet
Raging Bull
Fidelity Investments
Gold Wire Tech.
Reuters, Ltd.
American Century
Sony
Trellix Corporation
The Getty Trust
news
& publications
contact
us
|
The Challenge: "Ultra rapid" Development
of a Customer Experience Strategy for PowerStreet Proä
Fidelity Investments is America's largest privately
held investment manager with more than $1 trillion in customer assets
and more than 50 years of investment experience. When Fidelity decided
to offer an online trading workstation for Active Traders in November
of 1998, HumanLogic was asked to participate as a consulting user experience
strategist in the initial planning stage to provide a conceptual model
and working prototype of the new trading site. The product (launched under
the name Active Traderä and recently re-branded
as PowerStreet Proä ) features online
tools and resources exclusively for qualified active traders who
want a single online environment through which to control their finances.
PowerStreet Proä features Real-time and
Nasdaq Level II quotes, the ability to place trade orders (including complex
options orders, such as straddles and spreads) through an integrated user
experience that displays centralized real-time quotes, account holdings,
third party stock charts and news from a wide range of independent sources
such as CBS
MarketWatch. The product has evolved through several iterations based
on the initial conceptual prototype developed by HumanLogic and Fidelity's
human interface group.
The HumanLogic Solution
HumanLogic worked with Fidelity executive management, product team members
and target customers in an "ultra rapid" brainstorming process to develop
a conceptual demo of the product’s user experience for use as a "talking
piece" with potential customers. This demo effectively communicated
the value of the PowerStreet Proä
product to customers, and flagged any usability issues. The entire process
- from initial brainstorming sessions, to hand sketched iterations of
user experiences, to working mockups for user testing - took one week.
Mockups were handed off to a development team overnight, tested in the
morning, and by mid-day the enhancements and adjustments had been added
into the prototype.
The overall user experience challenge was to satisfy Fidelity's business
goals and customer goals, and then create a branded, easy-to-use customer
experience that abstracted the complexities of trading in a rapid-pace
environment. Fidelity's customer goals included more effective customer
service, encouragement of online trading among Active Traders, and a user
experience that was easy to master and incorporate into a trader's everyday
workflow.
HumanLogic defined a design featuring a single, aggregated view of a security,
in the form of a "palette" of security-centric information from which
users could trade on that security. The design also featured a portal-like
home screen which aggregated mission critical data - such as alerts and
watch lists, and pushed content - into a single unified view, foreshadowing
the success of the portal construct as a user experience mechanism.
The Results
- Rapid translation of complex business
strategies and new product concepts into a visual prototype that communicates
the customer experience quickly to target users and senior management
- Instigated and employed rapid prototyping
techniques to articulate product functionality and communicate business
benefits in a cohesive, easy to demonstrate Web-based mockup used as
a live test bed for valuable feedback from customers, the development
team, and senior management
Using the demo enabled Fidelity's customer
to experience the value of the PowerStreet Proä
product and to provide feedback before the product was built. The demo
also helped sell the product concept to senior management, who were able
to experience the value proposition to customers without having to wait
for the product to be built.
PowerStreet
Proä
Screen Shots
|
