Reduced Calls w/ revised FINRA-Required Customer Interaction
Simplified IA, Increased Usability, Offered Contextual Help, and Increased Adherence to Standards, Resulting in Decreased Customer Service Call Volume
Summary
FINRA regulations require financial services firms to confirm that a customer’s profile information is correct every 3 years. Fidelity would send customers an email that linked to their account summary page, which would open with this modal layer open.
I was asked to proofread this hours before it launched, but noticed more substantial improvements were needed.
APPROACH
There were a sizable number of issues with the content, IA, and UI.
I created a high-fidelity wireframe in Figma and an example of a correct modal that he could copy code from (this was before the design system).
While he coded the layer and form, I reworked the copy so that he could easily cut and paste. It took ~1 hour for us to make all revisions.
Content standard violations
No H2s for sections
Personal and Account information in illogical order
“Legal/residential address,” not “Legal address”
Customers were often confused by “Trusted contacts,” if account address and personal address were different, and if multiple financial profiles, added contextual help
Design standard violations
Incorrect font and font sizes incorrect
Padding and margins too small
“Close” button is required in addition to the “X”
Not latest footer, and footer should be full width