Content design & strategy
Fidelity's NetBenefits virtual assistant focuses exclusively on finding information and resources related to employee benefits such as retirement plans, health benefits, savings and other workplace plans .
Customers can ask it questions about their benefits, manage their accounts, and access helpful tools for planning and saving, all within the Fidelity NetBenefits virtual assistant web or app.
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Scenario mapping
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Branching paths
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Decision points
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Goal achievement
NetBenefits Virtual Assistant
(AI Chatbot)
​​MY ROLE
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Title: Conversation Designer/Product Manager
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PRODUCT
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Fidelity Contribution Maximizer (for Apple customers)
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MY TASKS - PROJECT STAGES
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Run a complete content audit, looking at:
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content inventory and style
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key messages and values in use
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brand voice
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what customers are asking
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Identify and analyze Fidelity's audience that's eligible for Contribution Maximizer
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Research competitors to identify overlaps and potential differentiators
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Map findings to business proposition and goals
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Create new brand messaging and voice
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PROJECT STAKEHOLDERS
To deliver this project, I teamed up closely with:
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UX research, product design, software developers, data scientist and business analysts
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Multiple stakeholders from across management
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Customer experience team
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Company leadership