Drove Prospect Conversions w/ Unified Brand Experience

Summary

I led the UX & content design of a new ‘Why Fidelity’ landing page initiative, collaborating with phone reps, marketing, and CMS engineers to provide a single, up-to-date sales asset.

Challenge

Phone reps and marketing lacked a centralized page to send to prospects, resulting in inconsistent messaging, outdated designs, potential lost conversions, and compliance risks.

During the project, we faced limitations of a new CMS and a constrained set of UI components.

Approach

Stakeholder Discovery & Alignment: Interviewed phone reps, marketing, legal, and product teams to uncover needs and align goals.

Content Strategy & Information Architecture: Structured messaging pillars, mapped content flows, and prioritized modular blocks.

Design Execution: Created wireframes, visual mocks, mobile-first interactions, and accessibility-first patterns.

Iteration & Validation: Ran usability testing, analytics review, and adjustments based on feedback/metrics.

Governance & Future Enablement – Built content/copy guidelines and modular components for future updates by non-designers.

Outcomes

High visibility & Increased Conversions: Surfaced section via site navigation ans search, resulting in thousands of monthly views from phone-rep links and almost as many organic views from site visitors.

Improved Service Design: Phone reps and marketing started using a single, consistent destination for prospect communications, contributing to the goal of improving service design across the firm.

CMS Enhancements & Accessibility: Post-launch updates to improve image clickability and contrast ratios for this section, improved components and patterns across the site.

Efficiency & Sustainability: Modular content design reduced maintenance burden and minimized reliance on hard-coded fixes.

Reflection

The “Why Fidelity” site section was a lesson in how small requests can unlock bigger opportunities. By treating it as more than a one-off fix, I helped shape a foundation for consistent messaging, accessibility, and scale across Fidelity.com.

If iterating further, I would layer personalization and A/B experimentation to tailor messaging by prospect segment, and continue refining modular content blocks for even more flexibility.