Fidelity Investment x SCADpro

Fidelity's Product

'Student Debt' program - provided for enterprise and small businesses

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.

Key Issues for the Sales Team

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.

Due to being under an NDA, I can only present the sales pitch deck during interviews.
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My Role

UX designer and design lead

I am primarily responsible for translating the sales pitch deck data into more effective visualization solutions.

In other areas of the project design process, I guided our design decisions by focusing on the problems we are solving, analyzing user research and stakeholder feedback, identifying our user groups, prioritizing key challenges, and defining concrete design goals.

Design Highlights

Access customized financial impact data to make better business decision
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Estimate the financial and operational benefits of the student debt program by adding a monthly student debt contribution to the program.

Simplifying demographic data for effective HR decision-making
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I revamped the sales pitch deck data into a simplified bar chart dashboard that helps clients easily digest program's impact on workforce diversity and performance.

AI Chat Bot as Sales Representative
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Integrated latest generative AI tech to emulate the a real salesperson. We leveraged Fidelity's machine learning scalability to store data from client interactions to optimize the accuracy and responsiveness.

Research Insights

Clients struggle to see the value of the program‍

Fidelity's clients, the decision-makers (HR Managers / CEO / CFO / The Board) struggle to understand how the programs would benefit the company's performance beyond the tax benefits presented in the sales pitch deck.

Sales deck lacks personalized data‍

Evaluating the program's value takes several months because it involves extensive discussions with the board and conducting surveys to assess employees' interest in using student debt repayment as an employee benefit.

This prolonged evaluation period is primarily due to the sales deck relying on general market data, which lacks the specific, tailored information clients need to make well-informed decisions.

Dashboard Iterations Challenge

Leveraging sales deck's generic data‍‍

We recognized that the sales deck presented data only at an industry level, making it challenging for customers to understand its specific benefits to their company.

After the sales and engineering teams discussion, we decided to offer tailored financial insights to each client, to support the board in making well-informed business decisions.‍

1. Financial impact report - analytical dashboard

Through our research, we identified key data points for financial value, such as 'total program cost,' 'net ROI,' and 'tax exemption,' along with their correlated data groups.

1st Iteration - Analytical Dashboard

Line chart & bar chart‍
Both charts can help emphasize the financial value that changes over time to express financial trends, and the combination with a bar chart emphasizes percentage values to provide a holistic view of the HR company performance after enrolling in the program.

2nd Iteration - Analytical Dashboard

Area chart‍
The area chart simplifies the miscellaneous data, highlighting macro-level financial values. Users can also view the breakdown of a value by hovering over a data point.

Final Iteration - Analytical Dashboard

Line chart emphasis on financial value‍
Based on our user testing and data prioritization, we've found that decision-makers prioritize knowing financial data such as ROI and tax-exempt benefits when evaluating the program.

2. Employees' performance - categorical dashboard

We discovered that the disconnect in understanding employee impacts arises because decision-makers prioritize financial value over perceived 'surface-level' impacts.

Our research indicates a clear link between employee performance and financial value. For example, reducing stress in doctors with student debt has significantly improved their KPIs, thereby adding greater value to the hospital.

1st Iteration - Categorical Dashboard

Donut chart‍
The donut chart offers a quick visual snapshot of how different employees performance metrics are distributed across the workforce. The use of distinct colors for each performance category aids in differentiating between various aspects.

2nd Iteration - Categorical Dashboard

Data snapshot‍
To quickly and directly understand holistic employee performance, we chose a card view. Each data metric card is designed to visually emphasize numerical changes in specific performance indicators.

Final Iteration - Categorical Dashboard

Bar chart leveraging demographic data‍
Based on users' data prioritization, demographic impact is the next key data point that decision-makers want to understand right away. We consolidated all relevant data and allow users to select any data group from a dropdown menu.

Challenge in scaling the AI technology

Evaluate the sales process and understand AI capabilities

The main goal of our project is to help decision-makers to understand the program's impact at ease. With this knowledge, it helps 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.

4 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 added "the settings" for sales personnel or clients to validate their data and algorithms.

Initial design - Diagramming or mapping visualization

Engineering constraints

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.

Visualizing Fidelity's student debt program impacts from 0-1