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Krishna Peri
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Wells Fargo · UX Design, UX Research

Wells Fargo

Redesigning the customer service portal so a stuck user reaches a real answer, fast

A design-thinking pass on Wells Fargo’s customer service portal, moving from empathy mapping and journey flows to hi-fi screens for chat and phone support, benchmarked against Amazon and Bank of America.

This is a self-directed concept exercise using Wells Fargo’s public brand for design practice. It is not shipped client work, and I had no engagement with Wells Fargo.

Design thinking phases applied
4
Flows designed: chat & call
2
Competitors benchmarked
2

The deck

10 slides
Design Thinking Process: applying Empathize, Define, Ideate, and Prototype to the Wells Fargo customer service experience.
01Design Thinking Process: applying Empathize, Define, Ideate, and Prototype to the Wells Fargo customer service experience.
Empathy mapping: what users say, do, think, and feel while hunting for a real person to talk to.
02Empathy mapping: what users say, do, think, and feel while hunting for a real person to talk to.
Design ideation: early sketches for the customer service portal, the contact flow, and the privacy policy screen.
03Design ideation: early sketches for the customer service portal, the contact flow, and the privacy policy screen.
Low-fidelity wireframes: the chat-with-agent and call-an-agent flows, sketched end to end.
04Low-fidelity wireframes: the chat-with-agent and call-an-agent flows, sketched end to end.
User journey flow: from Contact Us through consent and authentication to a resolved chat or call.
05User journey flow: from Contact Us through consent and authentication to a resolved chat or call.
High-fidelity wireframes: the customer service portal, issue triage, and consent screens.
06High-fidelity wireframes: the customer service portal, issue triage, and consent screens.
Benchmarking Amazon’s support flow: chat-first triage with contextual action points.
07Benchmarking Amazon’s support flow: chat-first triage with contextual action points.
Benchmarking Bank of America’s assistant: account-aware self-service before escalation.
08Benchmarking Bank of America’s assistant: account-aware self-service before escalation.
UX and technical dependencies: consent, authentication, and call-verification requirements the audit surfaced.
09UX and technical dependencies: consent, authentication, and call-verification requirements the audit surfaced.
Style guide: the color system, typography, and tools used to design the concept.
10Style guide: the color system, typography, and tools used to design the concept.

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