Wells Fargo embarked on a bold mission to completely overhaul how customers move money through its mobile app, aiming to reposition it in the competitive market and better serve its 27 million active users. As the lead designer on a cross-disciplinary team—including UX Architecture, research, and product management—I helped shape an innovative, user-centric mobile experience that aligned with Wells Fargo’s vision and customer needs.
Wells Fargo’s mobile app served millions of active users, but its money-moving experience felt outdated and transactional, lacking the emotional connection, ease, and inspiration that modern customers - especially younger generations - expected. The challenge was to reimagine the experience in a way that not only simplified core tasks like payments and transfers but also motivated users to grow their financial confidence and envision new possibilities.
We faced multiple strategic challenges that shaped the direction of the redesign:
Designing a “Collections” feature - a hub for curated playlists, lists, and financial goals - required visual inspiration. I used the distinctive color palette of Wells Fargo’s credit card to evoke brand familiarity and trust, crafting an experience that bridged the current app state with an enhanced, intuitive future. This concept resonated with leadership and is slated for future rollout.
By leveraging the app’s existing foundation and incorporating our future vision, I developed a streamlined design that created a smooth path from the current experience to the next evolution of the product.
Based on insights from younger users and emerging gig economy trends, we conceptualized a triple experience:
Do (day-to-day financial actions), Grow (visual goals tracking and educational triggers), and Inspire (short-form video content to motivate and expand financial horizons). I led the look and feel design across each category, ensuring alignment with Wells Fargo's branding.
To deeply understand user needs, I collaborated in mapping customer journeys using a Jobs-to-Be-Done framework and storyboarding for each outcome. This visual storytelling helped align stakeholders, designers, and developers on the priorities—functional and emotional—that would drive real impact for users.
The redesigned app modernized the money-moving experience, making everyday banking tasks faster, more intuitive, and emotionally engaging. User testing revealed immediate improvements: participants described the app as “cleaner” and “less stressful to use,” while simplified navigation and streamlined workflows reduced friction. The flexible design system also provided a foundation for future updates and innovation. Though not fully implemented, my work demonstrated a clear path for long-term adoption, increased user satisfaction, and positioned Wells Fargo to engage younger customers with a more inspiring mobile experience.
Boris has the spirit and ability to bring people together to understand and solve the user's needs in very humanistic terms. He is a highly skilled product designer and is able to translate those complex needs into thoughtful and innovative design solutions. In addition to his strong technical skills he's a joy to work with, and is always eager to help others. I've always looked up to him as a mentor and I've learned so much from his guidance and support.
