About Wells Fargo Community Banking

Wells Fargo Community Banking are in the process of converting their legacy applications to Salesforce CRM.

 

Situation

Given that we are utilizing Salesforce in its out-of-the-box configuration, will the existing legacy referral flows remain operational, and what potential issues should we anticipate?

Task

Translate a legacy customer referral flow into a Salesforce prototype.

Action/design process

Partnered with business and product owners and choose a mortgage referral to storyboard and prototype.

Result

By engaging with the InVision prototype, the value stream leaders could clearly see the revamped referral flow within Salesforce. This early insight enabled us to pinpoint and address issues promptly, facilitating the initiation of drafting our stories in JIRA for the remaining flows.

Client

Wells Fargo, Community Banking, San Francisco CA

My role

I am the UX Designer (Salesforce) for two agile squads — Customer Experience (Branch retail customers) and HMC (Mortgages)

Team agile

Product owner, developer, content strategist, engineering and UX designer

Tools

Sketch, Mural, InVision

Timeline
Two sprints — 10 days

Date

2019

Discover

Problem Statement • Choosing a referral to prototype

Problem statement

Given that we are utilizing Salesforce in its out-of-the-box configuration, will the existing legacy referral flows remain operational, and what potential issues should we anticipate?

What is a referral?

A referral is a recommendation made by a bank or its employees to another banker about a specific product, service. This can be for products or services like savings accounts, loans, credit cards or investment services.

Because banking is a highly regulated industry, any referral, especially those involving financial incentives, must be done in compliance with legal and ethical standards to ensure that the customer's best interests are always prioritized.

Referrals in banking can serve multiple purposes:

  • Cross-Selling and Up-Selling: Banks often use referrals as a method to introduce their customers to additional services or products. For example, a customer with a checking account might be referred to the bank's mortgage department if they express an interest in buying a home.
  • Building Customer Relationships: By referring a customer to a product or service that meets their needs, the bank can enhance its relationship with that customer, making them more likely to remain loyal and use additional services.

  • Generating Revenue: Some banking products, especially investment or insurance products, can be significant revenue generators. By referring customers to these products, the bank can increase its revenue.

  • Customer Incentives: Some banks offer incentive programs where customers receive rewards for referring new clients to the bank.

  • Partnering with External Entities: Some referrals might lead a customer outside of the bank to a trusted partner, like an insurance company or investment firm, with whom the bank has a business arrangement.

Picking a referral — whiteboard working session

  • I collaborated with our business and product leads to map out some of Wells Fargo's existing referral processes.
  • We settled on a mortage referral flow for our mockup with the aim of capturing the customer journey.
  • I Partnered with our Salesforce dev team to define the mortage flow in Salesforce and translated our customer journey into a InVision prototype.

Whiteboard working session — multiple referral flows

Exploration

Storyboard • Prototype

Storyboarding the customer journey

Salesforce Prototype

Please click on the image below to open the flow.

Prototype thumnails.

Conclusion

By engaging with the InVision prototype, the value stream leaders could clearly see the revamped referral flow within Salesforce. This early insight enabled us to pinpoint and address issues promptly, facilitating the initiation of drafting our stories in JIRA for the remaining flows.