The Challenge: How might we create a compelling way for users to learn about a new product offering – while not cannibalizing other lines of business or changing the core website in which it will live?
 
Core UX Objectives: Introduce & educate on a new product category (robo-investing), increase CTR (click through rate) into the sales funnel. Other evergreen UX objectives were:

• Make it more scannable
• Clearer language – less jargon
• Clarify pinpoints of confusion/Educate on an unfamiliar product
• User experience more connected to personas
• Create an emotional connection that drives user to apply

 

UX Challenges:

• Effort needed to standalone – yet be integrated in a non-disruptive way to the main site.
• Users are uneducated on how product works specifically and investing works generally
• The type of tool “robo-investing” has negative assumptions around the word robo.
• Users do not (normally) make financial decisions independent of consultation
• Effort needs to clarify benefits with the idea of targeting personas without creating drop off for non-ideal users or financial ranges.
• No direct way to sign up – user must log into an existing WF account or create one.
• Users cannot access the “is it right for you” onboarding tool until logged in.

 
Results: Unbelievable 500% CTR – On launch site saw an instant uplift in CTR and applications and experienced sustained high traffic. Creation of a subpage sticky nav, see-and-say content, interactive learning elements and opening with a specific call to action designed to prepare the user for logging on “Sign on to begin” was a primer driver in creating a 500% CTR uplift.
 
Walkthrough the Design  >

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*edits exist from original launch
 

Client: Wells Fargo Advisors
Creative Director, UX Design/Writing: Hilary Clements, UX Designer: Waila Skinner, Visual Designer: Josh Dean