Wells Fargo: Developing a User-Centered Design Strategy

The Challenge

Wells Fargo engaged DesignMap to help them develop a best-in-class online banking experience with user-centered design (UCD). We worked closely with the deeply experienced in-house design team, extending an existing UCD process, evangelized the revised process to a key executives in a traditional change-resistant industry, and piloted and proved its effectiveness on key initiatives.

Our Answer

Our approach identified user-centered tools utilized by many disciplines, integration points across teams, and a soup-to-nuts design process for the unique environment of Wells Fargo's entire online division - servicing 10's of millions of customers. Key aspects included analyzing and modeling qualitative and quantitative customer data inputs, developing Wells Fargo-specific methods that yielded tangible design innovation, and a successful program for communicating the UCD process to the entire multi-disciplinary division.

Wells Fargo highlighted some of our unique strengths by partnering closely with their internal design team, and championing the perspective of the end-user inside a traditional enterprise company.

Research and Discovery

Our research resulted in maps and models that teased out key issues, provide rigorous documentation and work through difficult problems as a team. These sample documents were developed during the UCD process.

Task Maps

Building on previous work, we created extensive task maps that included a user’s entire “financial life.” We overlaid the maps with site traffic data and connected user-centric tasks with business-centric metrics.


We extended Wells Fargo Bank's UCD program to include these in-depth presentations and diagrams of the program's tools and methods.

Read the full case study.