Together We’ve Gone Far

What we Did
  • Product Strategy  
  • Experience Design
  • Visual Design
  • Content Strategy
  • User Research
  • Service Design
  • Innovation Leadership
  • Roadmapping
  • Team Building
  • Organizational Effectiveness
What We delivered
  • Responsive Website Redesigns
  • A Custom CRM Tool
  • An iPad Web Experience
  • Digital Strategy Concepts & Plans
  • A Re-org Strategy & Rollout Materials
  • Product Development
  • Roadmaps

We’re proud to be a trusted partner of Wells Fargo, coming together for more than 20 projects in over 10 years.

01. Project Snapshot

Mortgage & Home Equity Experience


Wells Fargo’s Mortgage and Home Equity website is one of the largest mortgage traffic centers in the world. Multiple business units, many decision makers, and thousands of documents came together to create this fully integrated, comprehensive digital experience. Our needs-based, user-focused information architecture now serves as the model for the entire Wells Fargo site.

Sitemap designed in 2010
Wells Fargo Mortgage & Home Equity Sitemap
Still used in 2019
Wells Fargo Mortgage & Home Equity

“Awasu Design’s confidence, intelligence, tenacity, focus, diplomacy, and mastery of their craft are evident on every call.”

Wells Fargo Award 2012
2012 Mortgage
Scorecard Winner
Wells Fargo Award 2013
2013 Mortgage
Scorecard Winner

“Home lending content at is a model of user-centered design.”

Wells Fargo Wealth Group Mobile Strategy
02. Project Snapshot

The Wealth Group Mobile Strategy

DURATION: 10 weeks

Wells Fargo’s Wealth Management Group knew they needed to equip their Wealth Managers and clients with a modern, compelling mobile experience.

First they needed a strategy and a plan. We studied how wealth advisors engage their clients, model their process, and identify key opportunities. We concepted new iPad applications, creating a suite of recommendations that included short-term wins as well as future-state advancements. To plan for success, we created a 15-month product roadmap that shows how to bring each idea to life.

03. Project Snapshot

Client Link CRM

DURATION: 19 weeks

The Wealth, Brokerage, and Retirement Group at Wells Fargo serves 1,000,000 high-net-worth clients. To provide excellent service, Wells Fargo team members need a rich, 360-degree view of the customer that brings in general account information, credit, trading, retirements, trust, and family network details. In essence, they need an exhaustive CRM that’s easy to use.

We interviewed wealth managers, assistants, clients, and subject-matter experts. We then created and iterated a comprehensive experience, conducting regular usability tests along the way. The designs were a notable success, resulting in dramatic productivity improvements during user testing. The final design framework provided a product vision to enable thousands of team members to be more effective, efficient, and profitable.

  • Wealth Advisory
  • Trust Advisory
  • Private Banking
  • Brokerage

Typically, bankers need access to these departments through different access points. Awasu created a UX framework that allows all this information to be accessed through one portal.

Wells Fargo Client Link CRM
04. Project Snapshot

Internal Communications Optimization

DURATION: 9 weeks

Everyone needs information to do their jobs well (typically found in the form of weekly updates, news, announcements, etc.). However, one group within Wells Fargo had so much information dissemination that it was drowning in detail, making it hard for the group to do what it does best: serve customers and generate revenue. The team needed a smarter system.

We started with a quick ROI analysis, showing how much of an opportunity was lost to impaired productivity. We then interviewed team members and content creators, mapped information flows, and inventoried content types. We identified new approaches, created a pilot group of advocates and ambassadors, and guided a phased roadmap to support a cultural change. We designed a new, internal, magazine-style portal for all communications to reside, including social features, the ability to rate and save content, and customization for information streams. Now team members have the right information at the right time and can provide better service to their clients.

Wells Fargo Internal Communications Optimization
03. Project Snapshot

Personalized Tablet Portal for Analyst Reports

DURATION: 19 weeks

The Wells Fargo Wholesale Securities Research group produces an impressive number of reports: roughly 70 per day. Consumers of these reports—fund managers, institutional investors, etc.—need to follow only the analysts, companies, topics, and trends they care about. We created the group’s first iPad experience, setting a standard for the internal team to develop additional tablet products. We brought new social and personalization features to the experience, including the ability to follow, rate, share, save, and comment on the content.

Wells Fargo Personalized Tablet Portal

Public Site Studio

Wells Fargo Design Team Reorganization
06. Project Snapshot

Design Team Reorganization

DURATION: 4 weeks

Wells Fargo’s digital design team had grown to an impressive matrixed group of over 100 designers, researchers, producers, prototypers, and others. At this size, the team had several challenges.

We partnered with Wells Fargo to restructure siloed teams, optimize for ownership and specialization, and build a design community with central leadership.

We helped them reorganize to multiple, semi-autonomous studios. We created roll-out materials, conducted transition workshops, and facilitated co-creation of the new Studio Lead role. As a result, the team experienced stronger leadership, more effective project execution, and increased team morale.

Wells Fargo Labs Responsive Design
07. Project Snapshot

Wells Fargo Labs

DURATION: 19 weeks

We’ve been teaming up with Wells Fargo’s innovation group on a variety of projects. From HoloLens and Virtual Reality experiences to identity design and environmental design, we’ve covered a lot of ground.

Wells Fargo Labs timeline
Wells Fargo Labs Logo

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