The Future of Work
How can we build a better safety net for the workforce of the future?
Challenge
How might we build a better safety net for the independent worker?
How might we build a relationship between Fidelity and the independent workforce?
What interactions(s) and tools(s) are we uniquely positioned to build to make that happen?
Role: Design & Strategy Lead
Client: Fidelity Labs
Project: Design Research, Storytelling, Innovation Strategy, Concepting and Creative Direction
Research Methods: Expert interviews, “Whine & Dine” group sessions, in-home ethnographic interviews, social stalking
"I don't save for retirement at all because I am always stashing cash for tax season."
Group Sessions
We went straight to source, “whining and dining” with independent workers — discovering that the biggest roadblock to planning their future financial wellness is worrying about taxes.
Quantitative Survey
In parallel, we quantitatively tested a concept focussed on tax, uncovering insights that drove the building of both product and brand.
In-Home/Office Interviews
User Journey Mapping
We mapped out interactions across the complicated and
nerve-wrecking tax cycle in order to better understand why taxes stress the independent worker out.
“Independent workers feel burdened by the “jobs of the job”, and unable to focus on what they love doing.”
“They want an organization financial planning expertise that is well established to handle their money. ”
“They often feel misunderstood by big institutions and want to work with brands who specialize to serve them.”
Brand Story
We experimented with different brand stories, and different ways we might embed the story within the product experience.
Ideation workshop
We collaborated with Fidelity Labs to create experience ideas that can be mapped onto user journey of the independent workers.
Fidelity Solo is a smart and friendly tax assistant, but it’s so much more than that.
1. Tax payments, on autopilot
Saving for taxes, deadline reminders, and electronic tax payments run behind the scenes while you work.
2. Tax coach
Whether you’re new to self-employment, or a veteran full-time freelancer, we’ll meet you where you are.
3. Save for the future
Grow the money you’re saving for taxes, and opt to roll over any extra money into long-term savings.
