Associate Desktop experience
My Role
UX designer
Duration
4 months
Tools
Figma
Overview
Fidelity associates were burdened by a fragmented digital ecosystem—using over 60 disconnected tools across various devices (desktop, phone, tablet, calculator) to support client interactions. This led to high cognitive load, slow task execution, and increased error rates during client service calls
I led the design of AIDE—a single-pane-of-glass desktop interface that unified key tasks across tools. By consolidating workflows and streamlining the UI, I helped transform the associate experience from multitool chaos to one cohesive, intelligent platform.
Research
Design
Single Pane Interface: I designed the AIDE homepage as a consolidated dashboard, showing only the essential modules required for each stage of the client call. This eliminated the need to juggle multiple applications.
Smart Trading Ticket (MVP): I led the design for an intelligent trading ticket interface that handled most calculations automatically, significantly reducing manual input errors and increasing call efficiency.
Design Sprint Leadership: I ran a focused design sprint to align developers, product owners, and other designers on the AIDE vision, rapidly prototyping core flows and achieving early buy-in.
Results
Efficiency gains: guided workflows enabled associates to complete service calls faster with fewer errors thanks to orchestrated workflows and automated calculations.
Cognitive Load Reduction: provided associates with a single user interface that is intuitive, human-centric, and adaptable to meet both associate and client needs
Foundation for Expansion: The MVP laid the groundwork for future modules and scalable enhancements across Fidelity’s associate experience ecosystem.
Deepen client relationship: Empowered associates to engage in rich conversations with the client so they could increase the value delivered to the client and support their financial journey
