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Jodie Zhang

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Jodie’s work at Fidelity Investments centers on bringing sophisticated investment tools to users with clarity and speed. Her work on the flagship mobile app includes: a redesigned Option Chain & Trade experience that combines user-friendly, data-driven design with powerful functionality; an updated Equity Trade flow that helps investors stay confident and connected in every market moment; a net new Auto Invest capability that makes recurring investing available to customers at all stages of their investing journey; and a reusable Brokerage Quote that delivers a consistent approach to quote displays across the app.

In-person experiences can also provide rich context for design, whether the response is digital or physical in form. Museum Mobile offers a mobile-first strategy that extends the museum experience beyond its walls. Transbay Block 9 takes part in a mixed-use urban development project whose goal is to transform the area into a transit-friendly, high-density neighborhood. Contemporary Art Institute finds form through material exploration and beauty in contrasts. The act of making is again spotlighted in Making Models, which looks at physical models as a means for communicating design intent at various altitudes. Design’s central role in storytelling plays out in Knobs — an exercise in uncovering an identity system around found objects, and in In Motion — examples of enriched digital storytelling through animation.

About

2020–, Principal UX Designer, Fidelity Investments, New York, NY
2022, Freelance Designer, Cottage, San Francisco, CA
2019, UX Designer, Harvard Business Review, Boston, MA
2018, UX Design Intern, Depict, San Francisco, CA
2016, Designer, Fougeron Architecture, San Francisco, CA
2015, Designer, Swatt Miers Architects, Emeryville, CA
2013, Design Intern, Trace Architecture Office, Beijing, China
2012, Design Intern, Slab Architecture, Brooklyn, NY
2012, Staff, GSAPP Exhibitions, New York, NY
2011, Design Intern, Sou Fujimoto Architects, Tokyo, Japan
2010, Design Intern, Buro Ole Scheeren, Beijing, China
2010, Participant, GSAPP China Lab, Beijing, China

Columbia University GSAPP, Master of Architecture
Middlebury College, Bachelor of Arts

Contact
Equity Trade, Fidelity Investments (2025)
Product Design


Summary
Equity trading is at the heart of the flagship app. With ever-increasing demand for trading on the go, the goal is to deliver a unified trade experience that serves all of our customer segments, and delivers on key business KPIs.


Problem
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. 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
The new trade flow features a redesign of every page in the trade flow. The new design makes it easier for customers to complete complex trade types without negatively impacting the efficiency of placing basic/ more common trades. 
What’s new
(Slides 1-4) A new data-rich search page shows more symbol information and entry points to popular destinations, such as recurring investments and open orders.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. 
Trade screen updates
(Slides 1-6) The diagrams below highlight key pain points we addressed in the redesign, including fractional shares, advanced order types, sell all, sell specific shares, extended hours trading, and cancel & replace.

Impact
With the implementation of Modernized Trade, we’ve not only standardized customer-facing pages, but also reduced maintenance and future development effort on the back end. A single equity trade page, along with a common preview and confirm for all trade types, creates a more streamlined trade experience for users, while also minimizing tech debt.