Date: January 2022
Project Synopsis:
Wells Fargo's Wealth Investment Management (WIM) team was undergoing a massive digital overhaul of their desktop and mobile experiences to appeal to a new class of investors: Millennials. The 100+-year-old financial institution was working diligently to revamp older digital experiences that would attract a mobile-first audience while balancing the expectations of its legacy clients.
Wells Fargo's Wealth Investment Management (WIM) team was undergoing a massive digital overhaul of their desktop and mobile experiences to appeal to a new class of investors: Millennials. The 100+-year-old financial institution was working diligently to revamp older digital experiences that would attract a mobile-first audience while balancing the expectations of its legacy clients.
Role: Content Strategist III
Responsibilities:
Copywriting
Content Strategy
UX Writing
User Research
Prototyping
UX Writing
User Research
Prototyping
PROBLEM STATEMENT
Wells Fargo's derived its content principles from the "bank speak" verbiage bankers and financial advisors commonly used to engage with clients. At the same time, this vocabulary created a barrier to understanding and disconnect with the bank's focused target audience: Millennials. Given the bank's checkered past and the rise of neobanking, Millennial clients were reasonably skeptical of the newly released investment products.
With this in mind, I quickly identified that my task wasn't overly convincing our desired clientele to create accounts with Wells Fargo but to craft humanly toned language for prospective and current clients across multiple touchpoints that empowered them to make the best decision.
THE OPPORTUNITY
Design more humanly toned content across the web and mobile experience that engages current and prospective customers.
In-app content design
Email copywriting
I worked with our Creative Marketing team to craft email copy that could engage our clients while providing them with the necessary instructions needed to complete certain user flows.
Front-end application design
Adhering to newly developed content guidelines, I helped build a content strategy that presented our product's features in a new-to-understand format.
