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Wells Fargo Redesigns Its Website with Tablets in Mind

Wells Fargo & Co. (WFC) revealed Monday sweeping changes to its website, which the fourth-largest bank by assets spent about two years creating based on customer feedback. In redesigning WellsFargo.com, the San Francisco bank aimed to ensure the site's navigation experience is just as easy to tap as click. The makeover includes more white space, fewer link farms and added imagery.

This initiative follows a growing list of retail banks that are de-cluttering their websites to simplify navigation on tablets, a form factor that continues to capture market share from PCs.

"We made sure the site worked well for the tablet experience as well as desktops," Shannon Lundgren, vice president for product management of digital sales and service, tells BTN. "We are taking away potential clutter and providing a lot more white space and simplicity."

More than 60 million monthly online visitors come to WellsFargo.com. The bank, which offers an iPad app, does not publicly report its traffic numbers by device type.

Today, almost one in 10 consumers bank on tablets industry wide, according to data published in January by Javelin Strategy & Research. Meanwhile, one in four tablet users worldwide is expected to pay bills via tablets by 2017, according to a report published in January by Juniper Research.

Beyond a crisper design, the new WellsFargo.com includes more financial-related content that translates bank talk into English, an approach rivals like JPMorgan Chase have taken recent steps toward. "We want to make it easier for people to understand financial topics and help people get what they want," says Lundgren. "Customers really need guidance today, especially after 2008."

The content is meant to mirror the consultative service approach from the bank's 6,200 stores and help customers find articles and products suited to their financial goals. To that end, among the most visible changes to the new site is a section on the homepage known as the "needs-based area," a running carousel meant to serve as a resource hub for people's pivotal life events [such as retirement and going to college].

Each need area contains one-click/touch access to relevant educational content and products to consider. Say a consumer is getting ready to attend college for the first time, illustrates Lundgren. Potentially, he could benefit from seeking out advice about how to create a budget as well as find out what financial aid options are available in the dedicated section on the bank's website. The area also links to an existing student community that allows people to ask "how do I" type questions of the group. New articles were written for the needs-based areas. Existing financial education content called My Financial Guide, which includes more than 170 articles, got better real estate in the new WellsFargo.com, too. Meanwhile, consumers can tweet, Facebook or email the content pages located off the bank's homepage. "There are opportunities to do a lot more," says Lundgren. "We want to make sure customers are coming and finding what we are offering and what other people are talking about."

The site's redo also includes a more colorful About Wells Fargo page that allows visitors to hover over graphically rich tabs like "blogs and social media" to see what's inside of the link before clicking or tapping on it. Contact numbers were given more prominent space in the new design, while the login continues to get hard-to-ignore real estate on the top left corner of the website.

When asked about the business metrics expected of the site's overhaul, Lundgren says, "Our vision is to help customers succeed financially." The broad idea, she says, is to satisfy customers' digital wants in a move to retain them longer. "We are building for life-long relationships," she says. "That's what success looks like for us." Specific metrics weren't divulged.

What drove the bank to initially overhaul its website was its sunsetting content management system (CMS). When the undisclosed vendor announced the technology's end of life, Wells Fargo had to make a change and decided to enhance its entire website experience while doing so. The bank says the new CMS will let Wells Fargo develop, author, deploy, maintain and re-use content types across more device types.

Lundgren says customer research played a crucial role in guiding the bank on its new look. "Part of our core values are to stay targeted and focused on the customer," she says.

That means listening to customers and incorporating their feedback into the design. In an earlier iteration of the redesign, the bank offered customers two homepages, one of which was tailored to the person logging into the site - but that didn't take among testers. "We found out customers didn't need another homepage," she says. "They didn't want to click even for a visually rich experience. We nixed it."

To continue to elicit customer feedback, the site allows visitors to submit comments about the content while they are navigating WellsFargo.com. Future feedback will influence future designs. "It's important to listen," she says.

Looking ahead, the bank plans to roll out more chat interfaces on the website and improve the mobile site experience.


(3) Comments



Comments (3)
The comment above stated "This realization brings with it a commitment to reproducing the benefits common to branches (like financial advice and consultation) in the online channel. With the new "needs-based area", it looks like Wells Fargo is doing just that"

Perhaps the readers of these posts (and even many bankers) do not realize that Wells Fargo has no "duty" to provide good or prudent financial advice and consultation" to their everyday customers. In fact they appear to be hostile to the idea of being bound to such duty. This is how they can get away with offering abusive products, debt traps, hidden fees, etc. Ask them to define a "predatory loan" and they refuse to do so! Ask them to provide customer advice at the same level as they would give their best customers "Prudent Man duty" and they will not commit to do so. Ask them why they only want their registered representatives in their branches to provide a "duty of suitability" for the investment assets of their customers but refuse to offer the same to the same customer for that customers liabilities?

You get the point. And the American Banker survey released last week shows that the public now regards banks reputations almost at the bottom of the barrel for all the occupations surveyed. How proud is it to be a banker?

I would trust Walmart before I would trust some of these Frankenstein banks formed since de-regulation. As the prior post stated "Non-traditional competitors are inserting themselves between customers and banks". Someone needs to wake up the banking industry.
Posted by frankarauscher | Monday, July 01 2013 at 12:54PM ET
It's great to see traditional banks investing in their online and mobile banking channels. Wells Fargo has clearly come to the realization that the online channel is slowly displacing the branch as the primary channel (especially among younger consumers). This realization brings with it a commitment to reproducing the benefits common to branches (like financial advice and consultation) in the online channel. With the new "needs-based area", it looks like Wells Fargo is doing just that.

New, non-traditional competitors are attempting to insert themselves between consumers and banks by offering a superior digital banking experience. This is a huge threat to traditional banks and it's nice to see Wells Fargo fighting back.
Posted by Alex Johnson | Monday, July 01 2013 at 11:47AM ET
So here is a bank that has the talent to make life easier for their mid-market and upper market customers but does not have the talent to construct a responsible short-term payday loan product for their needy customers. Instead they simply abuse (per the OCC and CFPB last month) their needy customers. How can they have any pride at this company?
Posted by frankarauscher | Tuesday, June 11 2013 at 12:55PM ET
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