What if Wells Fargo built a brokerage for 6 figure investors?
3 days from end to end
This was a 3 day project as part of a pitch to Wells Fargo. Three days meant we had to jump straight into designing a feature that would show the most value. We picked onboarding.
This project had an extremely tight turnaround—just three days from kickoff to a fully realized prototype—driven entirely by urgent business constraints.
Role
Lead UX Designer
Team
2 designers; 1 researcher
Project Duration
16 months
Sector
Transportation and logistics
Stakeholders
20 stakeholders; product owners, business analysts, tech leads and
The business case
Six-figure investors offer sufficient business potential to justify dedicated financial advisors who deliver curated, personalized advice. However, to ensure profitability, advisors must efficiently support multiple clients simultaneously. This efficiency can be unlocked through an intuitive, self-guided app experience that requires minimal advisor intervention.
6 figure investors
There's a clear gap in the market. While products like Robinhood cater effectively to everyday investors, and traditional brokerages offer exclusive services tailored to the ultra-wealthy, investors in the six-figure range remain largely underserved.
“How might we create a hyper-personalized experience for 6 figure investors while minimizing resourcing needs?”
Quick research to capture the brand and existing guidelines
It's a bit of a jump, but I went straight to high fidelity
Working on 3 day timeline is hard, and we needed to make some sacrifices to get this out quickly.
Key features
Alfred - The chatbot
The very first step of the process is an introduction to Alfred- the chatbot. Alfred asks you a series of questions- mostly to get to know you. Alfred then used this information to match you with a personalized recommendation for an advisor.
Personalized Advisors
Alfred gives you recommendations for advisors based on your risk appetite and investment goals. You get a list you can pick from. The advisor then serves as your single point of contact for all things investment.
Automated Scanning
Onboarding is messy- and never a lot of fun. Little tricks like automatically scanning your driver’s licence to get details instead of making the user type them out makes the process a little more fun.
What I learned
Push for longer deadlines. It pays to take your time and do a project properly.
Sometimes three days is all you’ll get no matter how much you push. It helps to keep calm and carry on.
Quick turnarounds can be fun, but quick decision-making is vital. You never have time to try option B or to second guess your decisions.
I hope you have a gorgeous day!