PERFORMANCE MEASUREMENT
PERFORMANCE MEASUREMENT
Web and mobile platform for account performance monitoring
Role: Visual Design, IA, User Research, Prototyping
THE DETAILS

PROBLEM
PROBLEM
Fidelity was lacking an offering that allowed advisors to measure asset performance.
Fidelity was lacking an offering that allowed advisors to measure asset performance.
BUSINESS GOAL
BUSINESS GOAL
Build an experience that helps advisors better manage their clients by allowing them to analyze their assets under management, streamline data sharing/processing, while generating a new revenue stream for Fidelity.
Build an experience that helps advisors better manage their clients by allowing them to analyze their assets under management, while generating a new revenue stream for Fidelity.
THE STORY
THE STORY
Fidelity had a lot of offerings that they provided to advisors to manage their clients, but a big competitive gap was the ability to measure asset performance, forcing advisors to use other providers, tools and even spread sheets.
We were tasked with creating an experience that would integrate in with Fidelity's suite of portfolio management tools, help advisors get a better view into their assets under management, quickly identify the underlying factors contributing to their performance and ultimately build a deeper engagement between the advisor and client.
Fidelity had a lot of offerings that they provided to advisors to manage their clients, but a big competitive gap was the ability to measure asset performance, forcing advisors to use other providers, tools and even spread sheets.
We were tasked with creating an experience that would integrate in with Fidelity's suite of portfolio management tools, help advisors get a better view into their assets under management, quickly identify the underlying factors contributing to their performance and ultimately build a deeper engagement between the advisor and client.
WHAT WE HEARD
01
"I want to see everything in one screen."
"I want to see everything in one screen."
The Advisors were looking for a simple, intuitive system that allowed them to not only see a big picture view of their client but also quickly focus in on the specifics and be able to move between the 2 views easily without losing context.
The Advisors were looking for a simple, intuitive system that allowed them to not only see a big picture view of their client but also quickly focus in on the specifics and be able to move between the 2 views easily without losing context.

We started with the top-level filters. Giving the Advisor the ability to determine exactly what data they wanted to include, viewing an entire portfolio or just a single account was always easily accessible. When the filters section was collapsed, it doubled as context cartridge throughout the session.
We started with the top-level filters. Giving the Advisor the ability to determine exactly what data they wanted to include, viewing an entire portfolio or just a single account was always easily accessible. When the filters section was collapsed, it doubled as context cartridge throughout the session.
We started with the top-level filters. Giving the Advisor the ability to determine exactly what data they wanted to include, viewing an entire portfolio or just a single account was always easily accessible. When the filters section was collapsed, it doubled as context cartridge throughout the session.
Next was the page structure itself. Through the use of an accordion, we were able to give the Advisors control over what they saw. Whether they wanted to view allocation and returns, or only wanted to focus on risk, creating focused views was simple and efficient allowing them to spend their time doing analysis and not waste it on navigating.
Next was the page structure itself. Through the use of an accordion, we were able to give the Advisors control over what they saw. Whether they wanted to view allocation and returns, or only wanted to focus on risk, creating focused views was simple and efficient allowing them to spend their time doing analysis and not waste it on navigating.
Next was the page structure itself. Through the use of an accordion, we were able to give the Advisors control over what they saw. Whether they wanted to view allocation and returns, or only wanted to focus on risk, creating focused views was simple and efficient allowing them to spend their time doing analysis and not waste it on navigating.


Lastly, we implemented a drill-down approach within each section. The Advisors were easily able to identify specifically which positions were contributing to their performance with only a couple of clicks, all without losing context.
Lastly, we implemented a drill-down approach within each section. The Advisors were easily able to identify specifically which positions were contributing to their performance with only a couple of clicks, all without losing context.
Lastly, we implemented a drill-down approach within each section. The Advisors were easily able to identify specifically which positions were contributing to their performance with only a couple of clicks, all without losing context.
02
"My starting point for analysis can vary depending on the situation."
"My starting point for analysis can vary depending on the situation."
Whatever the reason for analyzing performance and regardless of the starting point, the end need is the same: understanding what the underlying factors are that are affecting the portfolio's performance.
Multiple lenses on the data were provided giving the Advisor different ways to analyze performance. Whether it's a poorly performing sector, or an overly risky account as the starting point, all paths lead to the position level performance.
Multiple lenses on the data were provided giving the Advisor different ways to analyze performance. Whether it's a poorly performing sector, or an overly risky account as the starting point, all paths lead to the position level performance.
Multiple lenses on the data were provided giving the Advisor different ways to analyze performance. Whether it's a poorly performing sector, or an overly risky account as the starting point, all paths lead to the position level performance.

03
"Standard benchmarks aren't really an accurate measurement of performance."
"Standard benchmarks aren't really an accurate measurement of performance."
Clients' portfolios were allocated based on strategies specific to their investment goals, which don't align 1 to 1 with something like the S&P 500.

A benchmarking system was built allowing the advisors to build custom blended benchmarks that precisely matched their clients investment strategy, giving the client a much more accurate picture of how they were performing against their investment goals.
04
"I need to have something I can share with my clients."
"I need to have something I can share with my clients."
Being able to share the right level of information in a way that's beneficial to the client and ultimately helps foster the trust with their Advisor is crucial.
With only a few clicks, Advisor could create custom performance reports, choosing which sections and what level of detail to include and automatically upload it directly to the client portal.
With only a few clicks, Advisor could create custom performance reports, choosing which sections and what level of detail to include and automatically upload it directly to the client portal.
With only a few clicks, Advisor could create custom performance reports, choosing which sections and what level of detail to include and automatically upload it directly to the client portal.

THE RESULTS
THE RESULTS
Performance Measurement was recieved quite well during a successful pilot with 15 firms servicing 150,000 client accounts and was publicly released in Q2 of 2017.



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