Design at Wells Fargo
From 2011 to 2012 I designed mobile banking interfaces for Wells Fargo. As a project lead within an internal agency, I was responsible for determining the scope of new work, outlining an appropriate design strategy, and then selling the strategy to business stakeholders. As a designer I researched, whiteboarded, wireframed, prototyped, and spec’d my designs.
Example 1: Human-Centered Design
When asked to design a way for customers to search for transactions on mobile, I used human-centered methods to guide the process. I started with personas to explore customer needs. We generated multiple ideas, narrowed them down to two distinctly different concepts, and built functional prototypes to test with customers. The result was unique among major U.S. banks: One-tap access to the most common transaction types with free-form search for more granular control.
Example 2: Mobilization vs. Miniaturization
Part of my job was to promote the mobile team’s mandate to “mobilize, not miniaturize.” I led the effort to redesign our mobile ATM locator. Before, the locator was simply a miniaturized version of the desktop-based, form-driven locator. For this project, we did not have the budget for research and testing, so we used usage statistics as a proxy for customer behavior. We removed unused options, prioritized current location, and provided a consolidated search field for other locations.
Example 3: Channel Strategy & Service Design
I worked on projects to define the evolution of the mobile channel 3-5 years into the future. I created storyboards to set the stage, diagrams to frame problems, experience maps to illustrate design challenges, and low fidelity Omnigraffle sketches to communicate ideas to leadership.