Empathy Mapping: Fidelity Investments

The goal of this empathy mapping exercise was to gain a deeper understanding of Fidelity Investments’ users, their motivations, frustrations, goals, and expectations, when interacting with the platform. As a financial services company, Fidelity serves a diverse audience that includes first-time investors, experienced traders, and retirement planners. By developing an empathy map, I aimed to uncover the emotional and behavioral drivers that shape users’ financial decision-making and engagement with digital tools.