Client
Wells Fargo Advisors
Year

2019

What I did:
  • Project UX Lead
  • Content Strategy
  • Art Direction
  • Design System enhancements
  • Style Guide enhancements
  • UX Wireframes
  • Testing Prototype
Team Deliverables
  • Prototype
  • Wireframes
  • Research Analysis
  • Dev Ready Mockups

Bridge to transformation: MVP home page and dedicated advisor initiative.

Overview

Wells Fargo Advisors (WFA) was in the process of transforming from old to new branding. The rollout of which would be done in phases. At this point in time the fonts had be installed but the colors, logo, a new menu styling had not. Results for testing also indicated a need to alter content strategy to improve traffic to the interior advisors page.

Problem

  • How might we update the homepage to go to the dedicated “Our Advisors” page a request a consultation?
  • How might we create a curated experience that walks the reader through how and why working with WFA advisors is beneficial?
  • How might we begin to showcase the new branding with these updates?
Team Work

Collaboration & Synthesis

This project was a huge team effort. As the UX Lead I worked with a number of SMEs (Research, Accessibility, Content Strategist) and our visual design team to bring the iteration of the home page together. Aligning new branding, business, and user experience together was a slow process, but effective.

Content Strategy

  • Leverage results from Content Strategy and Digital Marketing.

Crafted Wireframes embracing a Data-Informed Design (using past research and qualitative (User testing) and quantitative data points (A/B Testing and MVT Testing)) to ensure the brand is relative, timely and on brand.

User Testing

Design systems & Style Guides

Managed designers in creative direction for redesign to Drive customer behavior with storytelling and design. Worked with the team to transform the new home and interior pages to the new WFA branding, including:

  • provided art direction in imagery
  • iconography and typography usage
  • Accessibility consulting and advocacy
View Site

Project Outcome

Our Advisors

The new home page continues to evolve and successfully direct users to the advisors page.

Content Strategy

The content strategy and storytelling of the “Our Advisors” page continues to resonate with visitors and drive the sales funnel for dedicated advisor relationships