Wells Fargo — Retirement Income Engagement

The Setup

Wells Fargo needed a way to start conversations with clients about retirement income planning. It’s a complex subject, and the conversations also had to build confidence in the client’s financial advisor.

What I Led

I led the design of a web module that tells the retirement income story in a more personal way. I worked from the strategic positioning and messaging developed for the offering. Instead of opening with charts, we told one woman’s story in chapters: meeting Jane, her working years, today and looking ahead. Clients could then step into their own story through five simple questions.

What We Delivered

A web module built to make a complex idea welcoming and engaging, refined through multiple rounds of user testing. Each answer built a personal income profile that clients could save and bring to their advisor, and advisors could walk through the same story with them at the table. It was built to help Wells Fargo Financial Advisors have warmer, more productive conversations with their clients about retirement income.