Finance
Insurance
Customer Experience Maps
Project
mindfulness
While redesigning the European online web sites for Fidelity we also explored the needs of different users. Content and services were then mapped on to this later.
Method
service_toolbox
We used a series of workshops to map out the key user tasks across Fidelity products, with the focus upon insurance. These tasks could then be extracted to ensure that the web experience could support the real world experience in the most strategic way.
Outcome
Elevation
The diagrams were used outside of the web project to allow Fidelity staff to explore improvements of existing business flows.
The content was aligned more to different user types and organised to ensure support for different types of tasks and stages.
It was discovered that separate sites covered parts of certain journeys, this lead to a project to unify this content.
Overall the relevance and ease of access to online support content reduced call rates in Europe and improved satisfaction.
The journey for Financial Advisors was a key journey.
Many journeys branched and according to the nature of the product. It was easier to show these as a joined journey.
Other important journeys where less obvious to end customers, such as the consolidation of products for distributors.
They journey for direct clients need not interact with Fidelity to be important.