Project Overview

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To date this adaptive design initiative represents the largest mobilization undertaken for Wells Fargo community banking. The hundreds of pages of content, complex information architecture and navigation required a new approach and mobile design paradigm to integrate in the current mobile experience. To tackle this year long implementation project I adopted a mobile first design approach that lead to a new navigation schema and omni channel design layout

Project role: Experience strategy, user research, information architecture and interaction design.




 
 

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Explore

Experience Strategy: conducted business and customer research and strategy to determine consumers perceptions and usage of online financial resources. In order to offer customers a true on demand omni channel financial education required a robust mobile first experience strategy.

Imagine

Design Thinking: collaborative and co-creative workshops used the business, and customer research insights to ideate on and formulate an experience framework created around helping customers increase their financial literacy and knowledge.


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Create

User Flow and Wireframes: drawing on the experience strategy and test & learn iterations resulted in a mobile first experience with a unique localized micro site navigation and mobile friendly layout.

Launch

Post launch: omni-channel metrics showed a vastly improved CSAT score and more importantly 15% increase in overall year to year views.