Project Overview

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In April of 2014 I joined Wells Fargo in a full time capacity to lead the experience strategy for home lending. Our mandate was to develop a repeatable approach that leveraged design thinking and collaboration in order to create a validated concept and product development description for large scale, business critical initiatives. The hope was to create a process that would lead to more actionable insights that would allow for more accurate sizing, budgeting and cut back on project spin. The net result was a highly successful program level approach that has changed how we approach product strategy and near term digital delivery initiatives.

The first initiative that leveraged the new product design strategy approach for near term home lending implementation projects was the highly complex, first to market digital sales and fulfillment enhancement for home lending default. With its complex user flows and products, this multi million dollar initiative that launched in July 2017 greatly benefited from the rapid concept development and validation.

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






 
 

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Explore

Experience Strategy: extensive business and customer research and strategy to determine pain points, needs and opportunity areas for this multi million dollar, high profile, business critical initiative for clients facing financial difficulties with their mortgages. In order to offer these consumers valuable, relevant and cohesive service experience required business, compliance and organizational coordination and buy in.

Imagine

Design Thinking: extensive collaborative and co-creative workshops used the business, technical and customer research insights to ideate on and formulate an experience framework created around creating a seamless, transparent and simplified team member and client experience for home lending loan modifications.


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Create

User Flow and Wireframes: the final customer validated prototype, created in iRise incorporated the in-depth learning from the rigorous test and learn cycles during production.

Launch

Post launch: the re-designed loan modification experience has produced dramatic results for both team members and clients facing a home loan default. The simplified, transparent process and flow has greatly enhanced communication and more importantly successful completion rates for the extremely complex service experience.