a goal-based planning and financial education platform for Wells Fargo WIM & Consumer customers
Timeline: 6 months
Team: Lead Design Director, 2 Content designers, 4 Product Designer, 3 Product Owners
Role: Product Designer
ASK
The existing innovative user experience in the Wells Fargo Mobile app offers a cohesive approach to goal tracking for Wealth & Investment Management (WIM) clients.
WIM offers financial products and services through bank and brokerage affiliates of Wells Fargo and is one of the largest wealth managers in the U.S. They receive support from Wells Fargo Advisors and total about $1.9 trillion assets.
Our ask was to extend this product to the rest of the 70 million consumer customers at the bank.
WIM Goals Tab
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WIM Snapshot
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WIM Newsfeed
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WIM VS. CONSUMER
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I worked closely with our product partners in daily syncs to understand the key differences between WIM and consumer customers. Once we understood their money habits and goals, we translated those differences to product changes.
Wells Fargo Advisor - WIM customers have access to advice and guidance on portfolio management. On LifeSync, this translates to goal specific feedback from advisors on goal progress.
Portfolio view - With unique investments and brokerage accounts, WIM LifeSync offers a detailed portfolio view.
Customer specific content - Specific Newsfeed content relating to WIM customer set regarding high asset management, investing, etc.
WIM
Consumer
KEY TAKEAWAYS +
NEXT STEPS
As I joined in the later part of the development phase of the LifeSync Consumer project, I focused on efficiently managing the Figma prototypes for the customer sets ensuring both in working and shareable conditions. I quickly mastered the nuances of the unique customer experiences and ensured product expectations were reflected within those .
LifeSync Consumer launched in October 2023 and we saw success with over 20 million customers using LifeSync Consumer, there was a high attrition rate and saw low engagement with the goals created. For the last two months of my engagement, I collaborated with the team to propose ways to encourage customers to stay through rewards and personalization.