Mike Joyce

Transition Services extension

A soft introduction to our services

Situation

When a Fidelity customer passes on, their beneficiaries gain access to their accounts. Losing a loved one is a challenging time for anyone, but the paperwork and lawyers often make things even more overwhelming.

The current Transition Services experience was unnecessarily complex, for both users and Fidelity reps. On the customer side, it required multiple touchpoints with Fidelity, extending cycle time. On the Fidelity side, there was no easy way to request or receive required documents from customers, and the manual processing slowed everything down.

This experience presented a challenge and an opportunity: These users may not already be Fidelity customers when they take over the accounts, and they have the choice to keep them with Fidelity or transfer elsewhere. If we were able to provide a seamless digital experience and eliminate manual steps, we could drive customer engagement and reduce costs.

These customers are already dealing with the loss of a loved one. The last thing they need is to go through an extensive, clunky experience.

*The original Transition Services experience*

Task

Create an easy-to-use digital experience for beneficiaries to access a Fidelity account. This would give them the opportunity to learn more about the account, easily share the required documents with Fidelity, and decide whether to keep in in Fidelity or move it to another financial service firm.

*A simple mobile-friendly page for uploading documents*

*A confirmation page showing the next steps with a visual order tracker*

Action

We built a digital experience that addressed the many pain points of this flow:

It starts with a link sent directly to the user’s email, which opens a secure page with no login required.
While the user is completing the form, a Fidelity rep is on the phone with them, walking them through the experience.
The copy is simple, reassuring and helpful, without being too informal due to the serious matter at hand.
The user can upload scans or photos of the documents directly, where the Fidelity rep can access them.
There’s a confirmation page that shows the next steps.
The whole experience is even mobile-friendly.

Results

When we rolled out the MVP version of this experience, we saw the total case time for inheritor services was reduced by 17%. We also saw the digital completion rate grow by 20%.