Wells Fargo | Small Business Checking Account Case Study
Project work: I completed content design, usability research and UX writing.
The problem: Potential small business customers were leaving the small business checking account pages and abandoning the application for a business checking account.
The research: UX user interviews indicated that potential customers were overwhelmed with the amount of content and were confused by the names of the checking account names and application (Initiate, Optimize, Navigate). I performed a competitive analysis and heuristics evaluation and also turned to the user interview research for my decisions.
The solution: I designed wireframes showing reorganized content using bullets and better chunking out of themes, reworded the application’s problem content through clearer microcopy and recommended reduced disclaimers at the bottom of the pages. All this would provide a fresh, airy design that is more user-friendly.
The results:
- New checking account names that resonated better with small business owners: Basic Business Checking, Enhanced Business Checking and Advantage Plus Business Checking
- Improved experience by creating a fresher page, incorporating tiles with icons for best checking account benefits below the banner, added language which called out main features such as no hidden frees, free transactions, fee-free deposits, monthly service fees and an added compare table on the home page and each account page.
- Offered greater accessibility via improved screen-reader text and buttons.
