Wells Fargo Credit Card Product Sales

UX Product Design Lead

Image

What I did:

  • Lead the design team on a large-scale, pilot agile project, to redesign vendor concepts and build a new experience for the credit card product sales portal, overcoming major platform, process and integration challenges
  • Interface with vendor to work out the real world Wells Fargo design challenges and needs.
  • Offered feedback based on how the solutions would work within our existing design system, specific platform and processes
  • Attended and assessed the user testing sessions, to gain a deep understanding of the how the designs would need to change to address the pain-points and needs discovered
  • As the primary scrum member, managed and directed the extended design team members in the creation of a brand new product site
  • Presented those experience strategies as wireframes and user flow visuals for partner discussions and to clearly direct the rest of the design team deliverables
  • Created several new, multi-variant CMS components
  • Created new responsive page templates to be used in the CMS system
  • Updated the design system for future use for ALL product lines

Prior to the launching of this new site, Wells Fargo only offered its credit cards to existing customers. This was mostly through marketing campaigns and 3rd party vendor sites. There was no way a new customer could apply for a credit card through the digital channel. In order to be competitive and give new customers an online application opportunity, we needed to completely transform the credit card end-to-end digital sales experience into a simple, more intuitive, seamless online shopping experience.

In order to comply with new brand design and responsive content goals, new page templates and components needed to be created to modify an existing adaptive system. Component content also had to be restructured in a new way to accommodate dynamic features, eliminating duplication of data and better utilizing the CMS structure.

  • Enhance the CC digital shopping experience by driving clear articulation of our value propositions therefore increasing sales
  • Provide a more intuitive and seamless digital credit card shopping experience which would increase site visitor confidence and conversion
  • Provide the right credit card shopping tools to assist customers with selecting the credit card that best fits their financial needs
  • Provide existing customers with a clear path to get to Consumer Credit Card activation and usage

Once these new page templates and components were in place, they were built with enough flexibility, that all product lines could utilize them. Within a year, most of the other products had adopted the new templates and designs bringing the overall company shopping experience that much closer in alignment and consistency.

  • Over 100k users took advantage of the new comparison functionality within the 1st months which may have directly led to new application starts.
  • We jumped many places in the competitive ratings:
    • functionality - 2nd, up 3 places
    • Ease of use - 3rd, 5 places
    • Get service task - 2nd, up 4 places