Marketing CMS Template

Overview

• Role:
  Lead Product Design

• Customer problem:
  Marketing offers were refreshed every four to eight weeks, but could only be accepted in a branch. Customers could not accept offers digitally.

• Business goal:
  Bring new money into the bank

• Process:
  Understand customer pain points
  Understand current technology and constraints
  Understand how to flex the existing tech

• Solution:
  A single digital offer template that could scale to accommodate constant offer refreshes
  Leverage internal technology saving the bank a substantial amount annually
  Increase reach to our digital customer base

• Impact (in progress):
  Increased offer acceptance
  Generate massive income annually (estimate)
  Scale to facilitate all five marketing initiatives

Problem Statement

The marketing team had a strategy of creating new product offers every 4 to 8 weeks. However, these offers were limited to in-branch redemption and were not available for digital opt-ins.

Complete transparency

This project focused on generating revenue for the bank rather than enhancing customer experience. Therefore, it was our team's responsibility to identify UX deficiencies and enhance the customer experience during the development of this initiative.

Customer data

There are currently over 33 million active digital users utilizing our platform.

Scope & Opportunity

Scope

• The ask was to create a flow for an upcoming marketing offer.

• We identified that we needed a scalable template that could support digital acceptance of all offers, rather than a single stand-alone experience.

Limitations & capabilities

• Our vendor faced several technical and contractual limitations that became obstacles.

• Wells Fargo possessed an internal CMS that could effectively substitute what the vendor was providing.

Understanding current tech

The current UX leveraged the vendor’s offer screen and then share an offer code as the user was moved back into Wells Fargo experience. The vendor would also manage some of the email communication.

At a closer inspection, the vendor could be almost completely replaced by leveraging internal CMS technology; Giving us more flexibility with the UI and visual treatment as well as increasing development time and speed to market.

Understanding the marketing offer landscape

Marketing presented various offer categories. Our focus was on one of the five types, but understanding all types is crucial for future scalability.

What does success look like?

Addressing scalability concerns with business partners presented challenges. While our partners prioritized the current opportunity, their focus on supporting future initiatives was limited.

Our focus was on effectively communicating with partners regarding the specifics of this initiative, while ensuring that our design decisions enable scalability for any future marketing offers.

Support from leaders

My research and technical documentation showed the vendor's capacity shortfall, prompting a decision to internalize the work.

This has provided us with two significant opportunities: the capability to promptly integrate the continuously changing digital solutions and considerable cost reductions for the organization.

Ensuring the best possible customer experience while working within the technological limitations.

Design exploration

There was a significant effort and evolution to refine the visual, flow, and content to the optimal state. This was done while aiming for a solution that could support a template-based approach and scalability.

A CMS mindset

In order to always keep the “template mind-set” I organized teh Figma file in a way that we had the flexibility to iterate and move quickly, but still could be considerate of modular functionality of a scale-able template. I created a CMS emulator of sort where my content designer make changes, add fields and work nimbly.

Our solution

The creation of the “Build Balance” template would not only support the two current use cases, but would support any future build balance offer as we understood the product.

Outcomes

• 100% increase native access
  Customers can now accept offers digitally in app & in mobile web.

• CMS saves money
  Generate $400K in savings annually (estimate)

• Built with scale
  Efficiently scale and facilitate all five marketing initiatives with minimal effort to maximize speed to market.