Portfolio / Project 05
Enterprise Associate
Experience Platform
Experience Platform
A unified platform serving 80,000+ associates across financial advisory, operations, and corporate roles. Consolidating HR, IT, learning, and facilities into one adaptive experience that knows what each person needs — before they search for it.
Client
Fidelity Investments
Role
Lead Product Designer
Timeline
6 months
Platform
Web + Mobile
Domain
Enterprise SaaS
Year
2023
The Challenge
Fidelity's 80,000 associates were drowning in tool fragmentation. Financial advisors toggled between seven applications daily. Warehouse workers couldn't access HR from the floor. New hires received twelve separate onboarding emails with conflicting instructions.
The core question: how do you build a single platform that serves a financial advisor in Boston, a warehouse associate in Dallas, and a remote product manager — all with fundamentally different workflows, devices, and needs?
I led end-to-end design over six months, building on my AIDE work and applying lessons from the Shoft Shipyard benefits app that reduced HR queries by 28%.
Measurable Impact
34%
HR Query Reduction
28% at Shoft
-41%
Onboarding Time
Day-90 proficiency
78%
Self-Service Adoption
vs. 31% legacy
80K+
Associates Served
Unified platform
Design Process
1
Empathize
32 interviews across 4 associate archetypes
32 interviews
2
Define
Mapped 47 pain points to 6 core experience gaps
47 pain points
3
Ideate
3 design sprints with cross-functional stakeholders
3 sprints
4
Prototype
High-fidelity interactive prototype, 6 key flows
6 flows
5
Test
Usability testing with 24 associates across all roles
24 participants
Research & Discovery
Associate Archetypes
32 interviews across four distinct associate profiles revealed fundamentally different mental models.
Priya Mehta
Financial Advisor, Boston
Needs
Quick access to client tools, compliance updates, and CE credits between meetings
Pain Point
Toggles between 7 apps daily; misses compliance deadlines buried in email
Marcus Chen
Warehouse Associate, Dallas
Needs
Shift scheduling, safety training, and benefits on mobile during breaks
Pain Point
Desktop-only HR portal is unusable on warehouse floor; training feels irrelevant
Sara Johansson
New Hire, Product Team, Remote
Needs
Clear onboarding path, team introductions, and equipment setup from day one
Pain Point
12 separate onboarding emails with conflicting instructions; no single source of truth
David Park
IT Support Manager, HQ
Needs
Ticket prioritization, asset tracking, and self-service deflection metrics
Pain Point
40% of tickets are password resets; no analytics on which self-service guides help
Legacy Systems Audit
UX scored each legacy system on a 100-point scale across usability, accessibility, mobile readiness, and integration.
HR Portal
38/100
Desktop-only, 6-click benefits enrollment, no search
IT Helpdesk
45/100
Separate login, no self-service, 3-day avg resolution
Learning (LMS)
42/100
No personalization, broken mobile, 12% completion
Facilities
29/100
Email-only requests, no tracking, no office booking
Onboarding
22/100
12 disconnected emails, no progress tracking
Task Complexity Analysis
Click-count mapping of the six most common tasks, then redesigned for minimum viable interaction.
Legacy
Redesign
Check PTO balance75% fewer
4 clicks
1 clicks
Submit IT ticket67% fewer
6 clicks
2 clicks
Enroll in benefits73% fewer
11 clicks
3 clicks
Find training course71% fewer
7 clicks
2 clicks
Book a desk80% fewer
5 clicks
1 clicks
Request equipment63% fewer
8 clicks
3 clicks
Design Approach
01
Role-Adaptive Interface
Every screen adapts to the associate's role, location, and device. The platform learns usage patterns weekly — extending the AIDE homepage model to the entire experience.
02
Shared Component Architecture
A single design system serving all six modules. Cards, forms, navigation share the same patterns, reducing engineering effort by 40% while ensuring consistency.
03
Progressive Disclosure at Scale
Surface only what's relevant to the current context. The home dashboard shows 4-6 widgets; drilling into any module reveals progressively deeper detail.
04
Accessibility-First for 80K+
WCAG AA minimum with high-contrast modes, keyboard navigation, screen reader optimization, tested from 320px phones to 4K conference room displays.
Domain Expertise
This project draws directly from two formative enterprise experiences. At Fidelity, I worked on AIDE — the unified desktop serving 80,000 associates. At Shoft Shipyard, I designed an employee benefits app that reduced HR queries by 28% — the benchmark this project was designed to beat.
The combination of large-scale platform thinking (Fidelity) with measurable self-service impact (Shoft) makes this design actionable, not theoretical. Every screen has a specific metric it was designed to move.
Interactive Prototype
Explore the Platform
Click through all six modules — adaptive home, universal search, benefits, learning, IT support, and onboarding.
Complete User Flow
Benefits Enrollment Journey
From notification trigger to confirmed enrollment in four steps — reducing a 34-minute process to under 8 minutes.
1
Notification Trigger
Associate receives contextual alert on adaptive homepage: Open Enrollment closes in 3 days. Clear CTA button.
2
Quick Compare
One tap opens benefits comparison. Plans sorted by personal match score based on family size, usage history, and budget.
3
Guided Selection
Step-by-step enrollment wizard with plain-language explanations. Cost calculator updates in real-time as options change.
4
Confirmation
Clear summary with downloadable confirmation. System auto-updates payroll and sends calendar reminder for coverage start.
Key Design Decisions
Role-Adaptive Homepage
ML-driven adaptive homepage surfaces role-specific tools, tasks, and notifications. Financial advisors see client tools front-and-center; warehouse associates see shift schedules and safety updates.
Good morning, Priya
PTO
12d
Tickets
1
Impact
68% reduction in time-to-task, 4.2x increase in daily active usage
Natural Language Action Bar
Unified search with NLU that routes queries across all systems. Type 'PTO' and get balance, request form, policy document, and manager's calendar in one results page with direct action shortcuts.
PTO balance
Action
Check PTO Balance
Impact
Single-search resolution rate improved from 34% to 89%
Guided Benefits Enrollment
3-step guided flow with plain-language comparisons, personalized recommendations based on family size and usage, and real-time cost calculators. Fully responsive with progress saving.
Choose Your Plan
PPO Select — 92% match
Impact
Enrollment time: 34 min to 8 min, errors eliminated, 28% fewer HR queries
Designed by Rebecka Raj at Fidelity Investments, 2023
This platform consolidated five legacy systems into a unified associate experience, serving 80,000+ users and reducing HR support queries by 34%.
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