Fidelity International: Validating ideas with a new digital product

Fidelity recognized that it had a fractured web strategy for institutional clients, sometimes combining them with other client groups or, in some markets, not offering any web content at all.

With an ambitious brief, Fidelity chose to work with Red Badger to create a digital presence that would unite the company's disparate global sites, showcase its capabilities, and highlight its thinking, without overwhelming the reader. Ultimately, the new website needed to give visitors a taste of the lengths Fidelity will go to for clients.

WHAT WE DID

Designed a website with two main sections: 'Fidelity Answers' and 'Latest Thinking', providing thematic client questions with cross-asset class investment insigh, fast market commentary and topical investment insight.

Leveraging Fidelity's art collection, we added rich and thought-provoking elements to the website's headers, highlighting the modern, innovative side of the business.

Introduced lean and agile ways of working that helped Fidelity shift away from their established waterfall ways of working and embed these practices.

OUTCOMES

The new website unified Fidelity's disparate global sites and was translated into several languages, saving the overhead of managing 21 different websites.

The site has a steady stream of premium content that can be easily managed by Fidelity's editorial team, generating a new article idea, commissioning the articles and accompanying illustrations, inputting the illustrations, and populating the content all internally without specialist help.

The editorial team at Fidelity has adopted lean and agile ways of working as their own best practice for future developments, helping them to position themselves as a thought leader in the industry.