Work: Experience Design Rapid Prototype, Detailed Design/Responsive Design, Prospect Marketing, Video/Storytelling, Brand Development (ID, Tone/Voice, Content Marketing). See: FidelityCharitable.org
When: September 2014 - Present
Role: Creative Director, Experience Strategy & Design
I led the pitch and worked directly with the client and account team to close our partnership with the world's largest public charity with over $12B in assets and $20B granted to charity since inception. We won the business. Weeks later, at an airport dinner, the client shared that of the dozens of pitches she'd heard from SapientNitro over the years, this was her favorite--she said it was relaxed, conversational, inspiring and low on testosterone.
I worked with and managed a nimble (and amazing) team of 5, for a 7-week sketch & rapid prototyping phase in North Carolina and Boston. I presented and sold our work-in-progress every two weeks to the president and senior leadership team at Charitable. Hundreds of wires, sketches and PSDs later, we built an HTML prototype to sell the project into the board and move us along to the Phase II: Detailed Responsive Design & Build. The clients were thrilled that in just 7 weeks we were able to define a vision, draft a worthy brief and create all the assets required to build the prototype.
Fidelity Charitable Prospect Experience Homepage
In October 2015, we helped Fidelity launch a beautifully redesigned, completely rebuilt experience, finally replacing their early 2000s-era aesthetic and table-based HTML with an elegant, intuitive, and fully responsive design.
The work focused on two key experiences: the customer application for the donor-advised fund itself, and the public, prospect-focused marketing website. In both cases, the goals were in keeping with the organizing idea: “Inspire to give simply”.
For the donor-advised fund, we re-envisioned the existing 'grant flow', turning 17 steps into 3 and making it incredibly easy for users to search for charities and donate to them (even allowing multiple donations at once, which wasn’t previously possible). With our help, our experience technology team created a slick, responsive, single-page application using AngularJS.
For the marketing website, we conducted an insightful usability study, and created a rich, informative experience for prospective customers. We implemented this as a static site, created from a set of modular components and generated with a simple build process. This approach allowed us to launch in a matter of weeks with a very small team, while allowing Fidelity Charitable to easily integrate the code into a content management system down the road.
Customer response to the work has been overwhelmingly positive. Here is one of many quotes from a real user:
“I really think you have done a super job making the site efficient and easy to use. I love the list of proposed grants on the left side, and the ability to scroll all the organizations we have supported, when, and for how much. Bravo. Tell your designers they are terrific!”
Once the customer web app and marketing site was complete, we created two beautiful, inspirational video testimonials for launch content.
And finally, we interviewed several donors and created long form body copy pieces for the site. The videos and interview content provide inspirational site content experiences for users and serve as helpful content from an SEO perspective.
To see the site, visit FidelityCharitable.org.