Fidelity Investments
Product Design. 2025
Trading - Equity and ETF trading is at the heart of the flagship native app. Whether users want to trade on the go or just prefer the ease of trading on their phones, a trade experience that is legible and useable for all of our customer segments drives key business KPIs, and delivers on user needs. Our goal is to create a unified single-page trade experience that caters to novice and advanced users alike.
Problem
A dual-ticket solution that confuses users
The existing trade experience on the app offers two ways to trade: “simplified” and “advanced”. Based on VOC feedback we know that complex trade types (stop loss, specific share, sell, etc..) are difficult to find in the current trade ticket. We believe that a new design will make it easier for customers to complete these complex trade types without negatively impacting the efficiency of placing basic/ more common trades. Can we present additional trade type options to customers (ie stop loss, specific share, sell all, etc..) without impacting the efficiency of basic order types?
Solution
A unified experience for all traders
The new trade flow features a redesign of every page in the trade flow. A new data-rich search page shows more symbol information and entry points to popular destinations, such as recurring investments and open orders. The new flow skips over the quote interstitial, which users told us was an unnecessary extra step. The trade page combines the previous dual-ticket system into a single screen. Finally, the preview and confirm pages are also streamlined to create a unified experience, collating disparate preview and confirm screens from across the app.
Product redesign