• Business Need: To improve customer experience for Personal and Institutional investing clients, across both digital and physical touch-points within Fidelity International service offering ( website, app, Investor center, customer service )     in UK and across EU markets.

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• Approach: Introduced and developed service design capability across the organisation, embedded within Global Customer Experience Centre of Excellence, including customer journey mapping, service blueprinting, digital prototyping, service proposition design, while collaborating closely with SMEs and stakeholders from technology, marketing, products, customer service, legal and IT infrastructure teams.

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• Context: ​ In May 2016 I joined the Global Client Experience team at Fidelity International in London. Over two years I worked closely with various servicing and operational teams in London, Frankfurt, Dublin and Luxembourg on number of projects that  improved client experience and service setup.             In each project client journey mapping was used to drive design of a desired client journey for personal investing propositions for UK and European markets. 

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• Deliverables: ​ Discovery and Ideation workshops, customer journey maps, service blueprints, Low-fi visual prototypes, high-fi clickable prototypes, digital product backlog, high-fi design for specific digital features (customer onboarding, KYC), videos, corporate presentations, service design training materials. 

 

 

Researching and understanding client needs, as well as emerging technology and digital trends, I helped the business to adopt customer journey mapping, redefine KPIs, re-design client onboarding experience including KYC process, and improve how client feedback and complaints were addressed both internally and across social media.  ​

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My service design work for Fidelity focused on the following activities:

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• Embedding service design methods in projects: service re-design or a new proposition design.

• Designing and facilitating service design and customer journey mapping trainings for various teams across UK and European offices.  

• Facilitating co-creative customer journey mapping workshops to define scope of projects or identify change opportunities. 

• Conducting and analyzing end-user and customer research.

• Identifying opportunities for improvements in how services were set up to improve client experience, improve NPS score and reduce number of complaints.

• Initiating and running new projects including: design and launch of new digital propositions, design of new features for existing digital services.

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One of the signature digital products I worked on while at Fidelity, was the robo-investment advise portal: Fidelity Wealth Expert. With service design approach the new proposition was grounded in customer insights, following thorough research in UK, Germany and Japan; and defined through detailed customer journey maps and service blueprints. 

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