Led the visual design of Wells Fargo’s WFAM experience, delivering a streamlined attestation flow, robust search functionality, and a flexible campaign system. Partnering with stakeholders, engineering, and UX, we balanced modern design with strict compliance and technical constraints.
Problem
Legacy flows. Scattered systems. Compliance hurdles.
Research & Insights
Through desktop research, competitor audits, and stakeholder workshops, we identified key opportunities to make the experience for asset managers to complete attestation.
Approach
Balancing innovation
with compliance
We applied a structured design process across three pillars:
Attestation Flow
Conducted competitor analysis and ideation workshops
Designed a personalized “entrance” experience for 11 international audiences
Simplified navigation with welcome messaging, role selection, breadcrumbs, and micro-animations
Search Experience
Researched best-in-class examples across industries
Designed predictive search, filters, and people-tagging
Validated through client workshops to align with tech feasibility
Campaign Templates
Interviewed stakeholders and audited existing campaigns
Defined opportunities to improve hierarchy, storytelling, and integration of product content
Designed flexible macro & micro templates for diverse campaign needs
01
Personalized Attestation
Country- and role-based entry point with a guided, engaging flow that respects compliance while creating a modern experience.
02
Robust Search
Predictive results, category filters, and people-tagging for faster, more accurate content discovery.
03
Flexible Campaign Templates
Macro and micro templates offering drag-and-drop style components, improving storytelling and content consistency.
