Fidelity Investments: Pioneering Innovation When AI Was Still Sci-Fi
In 2012, voice assistants were sci-fi and “robo-advisor” wasn't in anyone's vocabulary. Fidelity's digital business model relied primarily on active traders paying transaction fees—not financial wellness and achieving long term goals. The firm needed to transform both its products and mindset to serve tomorrow's investors.
Innovation Timeline
Flagship Fidelity Brokerage iPad app redesign
First financial services smartwatch app (Pebble)
Custom mobile voice assistant – collaboration with Nuance
Robo-advisor & financial wellness vision → Fidelity Go
Fully AI-powered financial guidance
Key Innovations
Voice Assistant Evolution
Nuance's first attempt at a voice assistant in 2014 focused solely on app navigation. Usability tests revealed users weren't interested so we pivoted based on my research and experience strategy to more valuable use cases: quotes, trades, account data. We saw 5%+ adoption at initial launch with strong retention among hundreds of thousands of users.
Wearable Pioneer
Big data – tiny interface! The first financial services app on the Pebble smartwatch (precursor to Android Wear and Apple Watch). Explored ambient financial awareness through wearable technology.
Financial Wellness Vision
Led vision for “Susie” persona—shifting digital focus from day traders to long-term, goal-oriented investors. Became foundation for products like Fidelity Go® and Personalized Planning and Advice now managing over $160B in assets.
Business Impact
The technology was bleeding edge 2014—customers needed time to catch up. We didn't just build products; we transformed how an entire enterprise thinks about innovation. The shift from trader-focused to wellness and guidance focused changed Fidelity's trajectory and digital business model, creating products that now exceed $160B in assets.
Testimonials
“Scott's mentorship (and patience), helped me develop my own strategic maturity to transform into a design-minded strategist. Eventually, our collaboration led to a visionary digital product idea. I couldn't be prouder of our work together.”
— Laura Fish
co-author The Designer's Guide to Product Vision
Our experience at Fidelity developing the product vision methodology led to our book deal.
The Designer's Guide to Product Vision: Learn to build your strategic influence to shape the future
Influence and improve the long-term direction of your business to effect real-world positive change
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