Careful crafted solution based on real user experiences. We aimed to tackle the common challenges faced by consumers when using Wells Fargo's mobile app.
Role
Industry
Duration
Research & Discovery Phase
To understand user pain points and expectations, we adopted a multifaceted research approach:
1️⃣ User Feedback Analysis
Collected and analyzed feedback from millions of users, focusing on recurring issues related to payment scheduling, check deposits, and transaction history.
Identified critical pain points that directly impacted user satisfaction and retention.
2️⃣ Surveys
Conducted surveys to gather quantitative data on user preferences, behaviors, and frustrations.
Gained insights into the most requested features and improvements.
3️⃣ User Interviews
Engaged in one-on-one interviews to explore users’ emotional and functional challenges.
Discovered that users desired a more simplified and intuitive financial management experience.
Surveys: We asked users directly through surveys, aiming to capture a broader picture of their experiences and preferences.
User Interviews: Through one-on-one interviews, we had in-depth discussions with users.
My Reaction & Approach
Recognizing the complexity of financial tasks, I advocated for a user-centered design approach, emphasizing simplicity and personalization. I collaborated closely with the research team to synthesize insights and convert them into actionable design solutions.
Design & Development Phase
Key Design Solutions
Pay & Transfer Hub
Designed a one-stop-shop for payments and transfers, streamlining the user journey for sending and receiving money.
Enhanced payment scheduling and tracking features, ensuring better visibility and control over financial transactions.
Virtual Assistant – Fargo™
Collaborated on the design of Fargo™, an AI-powered virtual assistant, to provide a concierge-like experience.
Fargo™ was designed to:
Answer everyday banking questions with contextual relevance.
Complete tasks on behalf of users, reducing manual effort.
Deliver personalized insights and financial recommendations.
Modernized Visual Design & Navigation
Implemented a clean, modern visual language for a cohesive experience across web and mobile platforms.
Improved navigation patterns to enhance ease of use and accessibility.
Cross-Functional Collaboration
I worked closely with product managers, engineers, and data scientists to align on business goals and technical constraints.
Facilitated design workshops and sprints to ensure agile and iterative development.
Outcomes & Impact
The redesigned digital experience and the introduction of Fargo™ led to:
A 14% year-over-year increase in mobile logins, reaching 1.7 billion mobile sessions in Q3 2023.
Higher user engagement and satisfaction, attributed to the streamlined Pay & Transfer hub and personalized Fargo™ experience.
Positive feedback on the modernized look and feel, with users reporting an easier and more enjoyable banking experience.
Business Impact
The enhanced digital experience supported Wells Fargo’s multiyear digital-first strategy, reinforcing its position as a leading financial service provider.
Contributed to improved customer retention and higher adoption rates of digital banking features.
Lessons Learned
User-Centered AI Integration
Designing Fargo™ taught me the importance of contextual AI interactions that feel intuitive rather than intrusive.
Ensured the virtual assistant was transparent and trustworthy, increasing user confidence in using AI-driven features.
Cross-Disciplinary Collaboration
Collaborating with tech and business teams was crucial for balancing user needs with business goals and technical feasibility.
Learned how to advocate for user experience while aligning with strategic objectives.
Continuous User Feedback Loop
Implementing a continuous feedback cycle helped us quickly adapt and refine features based on real user interactions.
Reinforced the value of iterative design and testing for complex financial applications.
“Our customers live on their phones, accomplishing every task and planning their next important life moment all via digital. They expect their mobile banking app to mirror the same frictionless and time-saving experiences they get with other apps they use,” said Michelle Moore, Wells Fargo’s head of Consumer Digital. “The rebuilt mobile app will not only deliver a more seamless experience for customers, but it will lay the foundation for a digital personal finance experience that pushes the whole industry forward as new features such as Fargo and others are added in 2022 and beyond.”
Conclusion
This project not only enhanced the Wells Fargo digital experience but also pushed industry standards for digital personal finance. Leading the UX design for such a high-impact product taught me the significance of human-centered AI, scalable design systems, and strategic collaboration.
I am excited to bring these experiences and insights to future projects, driving innovation and user-centric design solutions.
