Mission: Fidelity Investments

Fidelity Investments: Health Savings Accounts

Problem
A leading service provider wanted to increase awareness of Health Savings Account offerings.
Action
Updated the information architecture, content, and visual design of the product section on the public website.
Result
Increased user engagement led to more health savings account sign-ups. Morningstar rating from #2 to #1 in the HSA category.
Redesigned Fidelity HSA mobile experience: product education page, an interactive HSA investing comparison tool held in hand, and investment option selection screens.
Redesigned Fidelity HSA mobile experience: product education page, an interactive HSA investing comparison tool held in hand, and investment option selection screens.
Three laptops showing the redesigned Fidelity Health Savings Accounts website.