Wells Fargo + UserTesting

According to John Chuprevich, Director, Digital Research & Strategy, Wells Fargo, “People sign into our app every day. You're there to help them through that day. They're coming in for 60 seconds at a time and you want to make that experience right for them. You want to make it beautiful. You want to make it engaging and you want to make them successful.”

*Screen images shown are simulated. Terms apply and features, offers, products, 
functionality, and specifications appearing in those images may change without notice.*

Across various projects that they’ve launched to optimize and improve the app, Wells Fargo has tested their experiences with tens of thousands of test participants. The company tests money movement products; they test a mixture of digital and in-branch experiences (including appointment booking) to ensure the flows work right; and they use surveys to analyze customer perceptions of animations, videos, and images. 

*Screen images shown are simulated. Terms apply and features, offers, products, 
functionality, and specifications appearing in those images may change without notice.*

To match science with this artistic approach, the Design and Consumer Digital team developed the Content Appeal Index, Visual Appeal Index, and Joy Index to track the preferences and behaviors of customers. 

Sharon Meaney, Design Research & Strategy Specialist, Wells Fargo, acknowledges these indices track customer behaviors, but she believes a substantial portion of their value comes from determining the correct path for Wells Fargo stakeholders. 

“These three indices help us provide quantifiable metrics that can then be benchmarked in the future–as well as take emotional subjects and ground them in business realities. They provide us a way to find out what is not performing well and weed out, early, any ideas or designs that are lower scoring.”

Getting these details right allows Wells Fargo to balance beautiful experiences with customers' behavioral success, giving people an app where meaningful banking happens every day.

Remote video URL

++Wells Fargo company data on this web page accurate, as of 12/31/2023
Usage, satisfaction, and rating data accurate, as of 12/12/2024