Wells Fargo Request for Information

Platform: Web Responsive

At Wells Fargo, I was tasked with creating an experience for Wells Fargo’s business customers to be able to verify and update their company information on their own. This tool was called Request for Information or RFI. Business customers had to periodically review and update any aspect of their company such as changes to legal entities, ownership structure or markets served. This was a first-of-its kind product that was entirely digital. Before, they worked with a relationship manager to help them navigate the RFI process. I worked with the engineering, product, user research and design teams to develop a self-service product for Wells Fargo’s business customers.

Team:

1 UX Designer (me)

1 Project Manager

1 Content Strategist

2 Engineers

1 User Researcher

1 Systems Analyst

1 Prototyper

the challenge

How can we get customers to adopt a digitized process for verifying and updating their company information and make it engaging?

At this time, it was a manual process and we weren’t sure if long time business customers would adopt a new digital tool without the help of any relationship manager. Since this was a self-service tool (for the most part), the experience had to be engaging and intuitive that customers would easily and effectively update their critical company information without the need of a relationship manager helping them along the way.

My approach

Understand users’ task flow around managing finances with banks and to streamline the process, funnel user to action items by using typography and current design patterns.

research

solving customer issues

Conduct Interviews

We conducted interviews with treasurers, cash managers and CFOs of several companies in the Bay Area to understand their task flows, goals and motivations.

Develop Personas

Based on the interviews, we developed three personas that encompasses typical users of the CEO portal.

Ideate

I created mockups that revolved around the three personas that addresses their goals and struggles using the portal.

Validate

A user researcher conducted a usability test using a prototype based on the wireframes to validate against a set of metrics and objectives.

personas

Who are the typical users that will be verifying and managing their company’s business relationship information? As part of this, we created a scenario in which case there was a company called 'Nathalie’s Naturals’, a company in the health foods space and defined three personas.

design explorations

Inline Editing

Tab Menus within Modals

Global Actions

usability testing

We conducted a usability study on the prototype to understand two major areas:

  • How users would adopt a digital process for something they’ve been doing manually

  • How to incorporate complex information into an intuitive and understandable digital process

Here are the main takeaways:

  • There were little focus on each step to complete and proceed forward. How users would adopt a digital process for something they’ve been doing manually

  • Users were aware of the steps needed to complete the periodic review of their company, however many felt there were “too much going on” on the screen.

    “There should be more focus for each step.”

  • There were some confusion over Inline editing

  • There were confusion over lack of consistency and the steps to complete wasn’t streamlined as to completing each task

  • Grouping multiple steps together was confusing and unclear to users

  • By combining all addresses into one group, users were confused as to the impact of their actions.

design recommendations

Create a clear, focused approach to each step and its multiple sub-steps and status of completion.

Break down complex steps into multiple simple steps and follow a wizard-like flow to complete each task.

Create a clear and consistent hierarchy for verifying and subsequently updating business customers’ corporate information.

final designs

The findings from the usability study informed the designs. Through a user-centered design process, we were able to create a process for updating and verifying company information that was intuitive and effective.