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.
Reviews
1 review
I really like how you worked on the empathy mapping! You did a great job reviewing app reviews and comments, but these alone don’t fully show what users actually do and feel. Your research is solid, and the persona is well-defined with clear motivations, goals, pain points, and frustrations. My main observation is that the Says / Does / Thinks / Feels section shows a bit of dissonance: users report frustrations with bugs and navigation (Says), but their actual behaviors (Does) indicate they are still able to perform key tasks within the app. It could be helpful to segment users further or include qualitative interviews to reconcile these differences and provide a clearer picture of user behavior and emotional experience.
Great job!
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