Case Study — Fidelity Investments

Fidelity Investments: Health Savings Accounts

Problem
Leading service provider wanted to increase awareness of product offerings.
Action
We updated the information architecture, content and visual designs of the product section on the public website in 2023.
Result
Increased user engagement led to more health savings account sign-ups, ultimately elevating the provider’s Morningstar rating from #2 to #1 in the HSA category in 2024.
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: HSA contribution options, the investing overview page, and the HSA transfer flow.