​Fidelity NetBenefits
Elevating Workplace Benefits Experiences​​
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Project Overview
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NetBenefits is Fidelity's workplace benefits platform. It offers tools for retirement, FSAs, HSAs, and other health-related benefits. The goal was to streamline the user experience by improving navigation, reducing inefficiencies, and integrating third-party features directly into the platform.
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Outcomes
Post-launch, we saw a 35% improvement in ease of use, a 15% increase in task completion, and a 20% rise in brand trust. This success helped attract major clients like Microsoft, leading to a 27% growth in HSA funds.
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Role
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Lead product designer.​
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Team
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Product owner, business partners, business analyst, scrum master, UX content team, legal team, UX researcher, accessibility team, developers team, QA tester, UX designers.
Tools
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Figma, Jira, Excel, XM Discover studio, Teams.
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Research
I gathered feedback from the customer support team and UX research materials, finding that 75% of users struggled with navigation throughout their journey between NetBenefits and 3rd party vendor, WEX, particularly in payments and reimbursement flows.
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Before, WEX Portal
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User Journey
The existing payment process was complex, manual, and async. I mapped the user journey for U.S.-based patients handling medical appointments to define user pain points further on.
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Goal
I aimed to resolve disjointed user flows, navigation inconsistencies, and design inefficiencies across third-party platforms, improving user experience at NetBenefits.
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Solution
For the MVP I transitioned the most vital for the user according to UX Research (payments and reimbursements) features from 3rd party vendor WEX to full in-house NetBenefits, reducing load times by 40%, improving mobile performance by 30%, and cutting vendor management costs by 25%.
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Design System Update
It was many different transaction designs at Fidelity, moreover, many of which had elements from five outdated design systems. To overcome ambiguity, I developed a standardized transaction flow, which saved 70% of design time and ensured ecosystem consistency across the Healthcare group.
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Entry-points building
I co-designed with the dashboard team to ensure clear entry points for the new user flows within the NetBenefits member dashboard. We optimized placement for visibility and ease of access through design reviews and alignment sessions, creating a seamless user experience.
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Implementation
I collaborated with accessibility, compliance, and content teams to align on content, ensuring HIPAA compliance and a user-friendly experience. I implemented step-by-step processes to guide users through transactions and improved navigation, reducing cognitive load.
By this time we got a Design System update, as well as I ran several content and UI refinement sessions using new user feedback.
You can compare 1st and 2nd iterations of the first payment flow screen below.
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After, the 1st iteration, NetBenefits
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User Flow Refinement
After multiple iterations and user testing, I refined the entire bill payment flow on NetBenefits to enhance clarity and efficiency. The final design balanced simplicity with necessary compliance requirements, creating a seamless and intuitive experience.
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Result​
Post-launch, we saw a 35% improvement in ease of use, a 15% increase in task completion, and a 20% rise in brand trust. This success helped attract major clients like Microsoft, leading to a 27% growth in HSA funds.
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Lessons learned
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• Mapping the user journey early uncovers hidden inefficiencies
• Cross-functional collaboration drives better business and user outcomes
• Content clarity reduces complexity and enhances engagement
This project reinforced my ability to balance business goals with user needs, leveraging UX strategy to drive impactful results.
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