Mobile App Redesign
Mobile App Redesign
Wells Fargo’s app ran on aging webview architecture and ranked dead last for customer satisfaction. I helped rebuild it natively, starting with login and accounts “start experience”, and the app climbed from #10 to #2.
Wells Fargo's app ran on aging webview architecture and ranked dead last for customer satisfaction. I helped rebuild it natively, starting with login and accounts "start experience", and the app climbed from #10 to #2.
JD Power Rank
#10/10 → #2
#10/10 → #2
U.S. Mobile Banking App Satisfaction
2020 - 2026
U.S. Mobile Banking App Satisfaction 2020 - 2026
navigation success rate
56% → 97%
56% → 97%
of all traffic centered on core tasks
of all traffic centered on core tasks
Architecture
Webview → Native
Webview → Native
A high-performance modern app platform
A high-performance modern app platform
My role
Design Lead, Team of 8
Timeline
2020 – 2022
Focus
Webview —> Native (Start experience)
My role
Design Lead, Team of 8
Timeline
2020 - 2022
Focus
Webview —> Native (Start experience)
The problem
A slow app on an aging foundation
The Wells Fargo app was essentially a webview wrapped in an app, re-downloading its interface on nearly every tap. It felt slow and cluttered, and it ranked last for customer satisfaction. Our goal was to modernize and improve the experience on the highest traffic screens first.
The problem
A slow app on an aging foundation
The Wells Fargo app was essentially a webview wrapped in an app, re-downloading its interface on nearly every tap. It felt slow and cluttered, and it ranked last for customer satisfaction. Our goal was to modernize and improve the experience on the highest traffic screens first.
who we built for
Four very different money lives
Four very different money lives
Four research-based personas were created from the voice-of-customer feedback, interviews, and top-task data. We used these personas to make the app feel personal and relevant to every type of customer.
Four research-based personas were created from the voice-of-customer feedback, interviews, and top-task data. We used these personas to make the app feel personal and relevant to every type of customer.
Michael
Makes thoughtful decisions about saving, investing, and spending.
Robyn
Knows how to use borrowed money to grow her wealth.
Natalie
Makes spending decisions in the moment without considering her budget.
Ali
Got a later start with saving and investing but is ready to make progress.
Michael
Makes thoughtful decisions about saving, investing, and spending.
Robyn
Knows how to use borrowed money to acquire assets, grow a business, or accelerate her wealth.
Ali
Got a later start with saving and investing but is ready to make progress.
Natalie
Makes spending decisions in the moment without considering her budget or future needs.
Our design process included a mind map that acted as the knowledge base and a journey map that helped to create a design framework. This approach allowed us to map the user's path, understand their needs, and capture business constraints.
Our design process included a mind map that acted as the knowledge base and a journey map that helped to create a design framework. This approach allowed us to map the user's path, understand their needs, and capture business constraints.
Design direction
Goals, concepts, and refinement
The redesign reduced noise and put essential actions at the center of the experience, while a native build made every moment feel quicker and more confident.
The redesign reduced noise and put essential actions at the center of the experience, while a native build made every moment feel quicker and more confident.
Go native
Build a more responsive foundation for faster and smoother performance.
Build a more responsive foundation for faster and smoother performance.
Diminish the noise
Make the everyday tasks more direct by elevating actions and removing visual distraction.
Make the everyday tasks more direct by elevating actions and removing visual distraction.
Start experience
Create a purposeful first screen that immediately supports balance checks, money movement, and deposits.
Create a purposeful first screen that immediately supports balance checks, money movement, and deposits.
evolution of THE START EXPERIENCE
From webview to native
From webview to native
We transformed the navigation experience to a clean, unified bottom navigation bar in 2018 and continue to improve the experience from there. Across iterative rounds starting from 2020, the start experience went from a dense webview to a fast native home that puts the accounts, balances, and everyday actions right up front, as well as changing the whole look to be more modern and calm.
We transformed the navigation experience to a clean, unified bottom navigation bar in 2018 and continue to improve the experience from there. Across iterative rounds starting from 2020, the start experience went from a dense webview to a fast native home that puts the accounts, balances, and everyday actions right up front, as well as changing the whole look to be more modern and calm.
the Outcomes
Going native for a faster, smoother, and more intuitive experience
Going native for a faster, smoother, and more intuitive experience
Pages loaded faster, interactions felt smoother, and the experience became more familiar and intuitive. Starting with login and accounts allowed us to improve the areas customers used most every day, creating immediate impact while setting the foundation for future improvements across the app.
Pages loaded faster, interactions felt smoother, and the experience became more familiar and intuitive. Starting with login and accounts allowed us to improve the areas customers used most every day, creating immediate impact while setting the foundation for future improvements across the app.
Navigation
Success rate 56% —> 97%
Success rate 56% —> 97%
customer satisfaction score
customer satisfaction score
#10 out 10 in 2020 —> #2 in 2026
#10 out 10 in 2020 —> #2 in 2026
Native features
FaceID on login screen
Reliable mobile deposit experience using the native camera app
Familiar design components, such as bottom sheets
AI-powered virtual assistant called 'Fargo' for account insights, moving money, finding transactions, getting quick answers
FaceID on login screen
Reliable mobile deposit experience
Familiar design components
AI-powered virtual assistant called ‘Fargo’ for account insights, moving money, getting quick answers
