Wells Fargo Common Customer Decisioning Pilot

UX Product Design Lead

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What I did:

  • Design workshop
    • Helped create and run a dual-function workshop
    • Created on the fly, a testable prototype with all the business partner’s input, to help the business partners understand how their needs fit into the bigger picture of a product build
    • Created customer journey flows and assigned personas that best suited the product and to better guide the participants through the customer experience
    • Gave presentations to help business partners understand how their needs fit into the bigger picture of a product build – learned about personas and credit market segments
    • Maintaining a grounded base, while keeping the team focused, alert and engaged during 2 very intense workshops and 6 detailed prototypes all within a 2.5 day period
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  • Product development
    • Lead the design team in creating fast, accurate, and complete deliverables for a highly comprehensive product build
    • Actively brought the experience design perspective, user research, competitive analysis and workshop findings to preliminary and road mapping discussions controlling the design narrative to manage outcomes well before they got too far down the road of the future CCD initiatives
    • 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 highly functioning prototype for development & business partner understanding and executive socializations. This prototype was also utilized for a last-minute listening lab that couldn’t have happened if it hadn’t already been available

In order to enable multiple product offerings in a single instance to improve cross-sell, streamline application process and create better and consistent customer experience, the consumer credit group wanted to develop a brand new customer credit hub, involving soft credit pulls, a new platform and promoting the idea of credit attached to the customer, not just the need.

  • For multiple products, customers have to go through separate applications - data bases and product requirements needed to be aligned for better customer experience
  • Customers continue to consider credit as only associated with a specific need and not flexible, combinable or transferable

By conducting a design thinking workshop we were able to launch the customer experience work stream, understand the desired customer journey, deliver designs that can be leveraged for user testing, and deliver business process models that can be leveraged for leadership buy-in and product development which includes:

  • Development of customer level decision engine that uses customer information to generate customer specific prequalified offer.
  • Provide a customer specific credit options that can be allocated across multiple credit products
  • Allow for a universal credit application that reduces the amount of duplicate information when a customer applies for multiple credit products

  • Develop a consistent solution to cross-sell multiple consumer credit products in a single instance to existing customers
  • Set the stage for the future development of a universal application process
  • Initiated and improved the use of soft credit checks for better customer qualification before an application is submitted

The end result was an engaging customer experience that allowed customers to customize and combine their credit options.