Led a global design team of 8 to build a groundbreaking mobile experience for Wells Fargo's affluent clients
Project 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.
Project Details
Role :
Product Design Lead
User Researcher
Product Designer
Duration :
14 weeks
Tools :
Miro, Figma
Deliverables :
Challenges
Mobile Design
Financial Services
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.
Results
68% increase in brand perception
72% increase in user satisfaction
45% decrease in user confusion
Process
My team designed the mobile application for Wells Fargo using a pretty standard design thinking process. Our intent was the replicate the offline in-branch service process.
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
PROTOTYPE
TEST
Key
Team Members
Product
Design Lead
(me)
User
Researcher
(me)
UX
Designer
Research
In 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.
Design
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.
Prototyping
We had a small team in Poland prototype the designs over night, as we were designing the application. We iteratively presented and validated the experience with both Wells Fargo’s SMEs as well as clients.
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