Wells Fargo
A mobile application for Wells Fargo’s affluent segment
EXECUTIVE SUMMARY
Wells Fargo embarked on establishing a division dedicated to serving affluent clientele and sought a mobile solution for customers to monitor their accounts, discover tailored offers, and easily connect with their personal bankers. I spearheaded a design team consisting of designers from the UK and Poland to conceptualize and develop a mobile app tailored for this new segment of Wells Fargo, with a primary goal of emulating the personalized service of private banking for high-net-worth individuals.
I led the design, strategy, and research efforts, including creative direction, and played the lead designer, improving and enhancing Wells Fargo’s design system. Collaborating closely with client stakeholders, we delved into user requirements and mapped out their journey to craft a seamless customer experience that mirrored the in-person banking interactions.
ROLE
RESEARCH LEAD
Stakeholder Interviews
Competitive Analysis
User Interviews
Usability Testing
INTERACTION DESIGN LEAD
Information Architecture
Wireframing
UI Design
Prototyping
Design System Development
DURATION
14 weeks
DELIVERABLES
Wells Fargo was interested in building an IOS application for their affluent customers (account totals of over $250,000). Consulting for a global consulting firm, I led a team of strategists and designers based in the US and Europe to design and prototype a mobile experience for their affluent customers.
Wells Fargo’s problem was they had a very successful private banking solution yet were unsure of the needs of their affluent digital customer. As part of the project, we conducted a series of user interviews that were focused on understanding their experience and needs. Through the research, we focused on providing customers with tools to manage their money, as well as providing valuable offers to customers.
We concepted and designed the experience, created a prototyped a using Figma and iteratively validated it with stakeholders, clients, and potential clients.
We crafted the onboarding, account summary, collaboration, benefits, and offers experiences within a unified app interface, utilizing Wells Fargo's dynamic design system. Throughout the project, we tailored the design system to suit our requirements by integrating colors, imagery, and layouts.
The primary goal was to develop a detailed prototype for our client to showcase the application to various internal stakeholders across the organization. Although I departed the project just before its launch, I spearheaded a team of designers who conceptualized, designed, and provided detailed design guidelines to the development team for the application's construction.
n the initial stages of the project, I led user research efforts to understand customer requirements and needs through contextual inquiry, user interviews, personas, and journeys. Subsequently, we crafted wireframes and visual designs, overseeing a design team based in Poland.
As our step, we first started creating wireframes and built a series of low-fidelity prototypes.
Based on customer feedback, we created seemingly hundreds of mobile designs, and then created a high-fidelity prototype of the experience, which we then validated again with both current HNWI customers and potential ones.
Upon comparing the prototype with the existing Wells Fargo mobile application, we observed a significant 55% improvement in customer satisfaction and a 47% improvement in key task completion
