Leveraging Fidelity Program's Impacts

I leveraged Fidelity's AI ability and designed a B2B sales dashboard and impact visualization from concept to development  that integrates LLMs and generative models, which streamlined Fidelity's clients’ decision making process.
duration
3 months | 2023
Tools
Figma, Midjourney, Chat GPT4, Adobe Illustrator
My Role
UX Designer and Project Design Lead
Teams
SCADpro Design Studio
2 VDs  |  4 UXRs  |  1 Project Manager
4 UX Designers
Fidelity Investment
4 Account managers  |  1 Product Manager
1 Lead Developer

◦ Fidelity's Product

Student Debt Program provided for enterprise or small business

A tax-benefit program for businesses to sign on to, supporting their employees in paying off student debt.

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It is often considered as company benefit for attracting top talent by offering student debt contributions through Fidelity's account. Businesses can also benefit from tax exemptions.

◦ Sales Issue

Struggle to elicit client's empathy with sales pitch deck

The sales team has struggled to elicit empathy from clients to help them understand the potential impact of enrolling in Fidelity's program when presenting their sales pitch decks.

Through research, we identified limitations within the sales pitch deck as it focuses on industry-wide metrics rather than specific, niche data tailored to the company.  

Due to being under an NDA, I can only present the sales pitch deck during interviews.
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◦ Solution Highlights

Fidelity Student Debt Program Analytics
For Fidelity sales team: the analytics facilitates presentations and strategy adjustments by offering data-driven visualization.
For Fidelity's clients: the analytics provides a comprehensive data for their investment in the program, streamlined their decision making with the board.
AI Chat Bot
Integrated generative AI technology into our tool to emulate the responsiveness of a real salesperson which leverages Fidelity's scalability and captures insights from client interactions to continually improve the Fidelity student debt program.

◦ User research insights about the sales deck limitations

From decision makers - HR managers / CEO / CFO

Decision-makers struggle to understand how the programs would benefit the company's performance beyond the tax benefits presented in the sales pitch deck.

Evaluating the program's value takes several months, as this involves discussions with the board and conducting surveys on employees' interest in using student debt repayment as an employee benefit.
The sales deck provides general market data but lacks tailored information that could help clients make better decisions.

Difficult to elicit empathy from clients and help them understand the challenges faced by employees burdened with student debt.
Our goal was to visualize, communicate, and scale the impacts of the student debt program effectively, elicit clients' empathy, and leverage Fidelity's AI technologies.
Problem
Decision makers struggle to understand the challenges faced by employees burdened with student debt.
Solution
A personalized scenario powered by generative AI, through Midjourney API, enables users to visualize their workforce and explore the impact data as they apply different contributions the program.

◦ Dashboard Iterations Challenge

Tailored data with visualization

The research we synthesized from interviewing and surveying our user groups has helped us identify key data points and data groups that can tailor their needs into the dashboard. We translated generalized industry data from the sales deck into tailored data dashboards which only belong to a dedicated company.

We initially designed several types of charts (e.g, line or bar charts) and iterated based on both fidelity and users feedback.

Initial Design Ideations

Click to see full image ⇾

Final Iteration

◦ Challenge in scaling the AI technology

Evaluate the sales process and understand AI capabilities

The main goal of our project is to enable decision-makers to fully understand the program's impact at ease, which will help the sales team in speeding up and boosting deal closures. We discovered that generative AI is the most optimal to reach our goal, as it can represent real sales representative to analyze data and summarize insights.

3 months constraint

Based on the generative AI capabilities, we proposed chat gpt4 API implementation to the tool. Given the time constraint, We prioritized essential functionality, ensuring the design included key features like recommended prompt chips for each user-entered question.

◦ Challenge in designing for data transparency

Empowering Decision-Makers with Data Transparency

The decision-makers are Fidelity's clients, including HR managers, CEOs, and CFOs.

Our research insights revealed that by providing data transparency how the student program impacts on both client's company performance and employees' performance, can expedite the decision-making process during board discussions.

To achieve this, we have designed the settings feature for sales personnel or clients to validate their data and algorithms. Our initial design solution is to have a diagramming or mapping visualization, which focused on usability, customization and improved visualization.

Initial Design Ideations

Click to see full image ⇾

Engineering constraints

However, the developer from the AI Incubator team pointed out that the initial design - the click-and-drag functionality on the canvas - was too complicated and time-consuming to build and asked opting for a more simpler design approach.

Our final design is to have a drop down component for each data point for analyst the evaluate the algorithm and ability to view the database.

Final Iteration

Click to see full image ⇾

Be proactive early on

I learned that to improve the design efficiency, early check-ins with developers are crucial, especially given our time constraints. Being proactive not only can help with the alignments but also streamline the design process.

Let's Connect

More Work

If you would like to learn more about my experience and my approach to the project, feel free to send me a message on Linkedin or send an email to schedule a call.



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I love anime (ง' - ')ง and oolong milk tea (30% sugar, less ice with boba).