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UX Product Design Lead
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.
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.