Wells Fargo: Checking Account Acquisition
Product: Checking account application and onboarding experience
Users: New checking account applicants
Objective: Application drop-offs and account abandonment were rising, but the client didn't know why. My team was brought in to diagnose root causes and build a prioritized roadmap to address them.
My role: Led heuristic audit and competitive analysis, then synthesized internal data with qualitative and quantitative research to diagnose drop-off causes. Validated findings with stakeholders and facilitated prioritization sessions to build consensus on solutions.
Who I collaborated with: Qualitative and Quantitative Researchers, Management Consultants, Client Stakeholders
Outcome: Delivered a prioritized roadmap of ~20 initiatives addressing onboarding friction, trust signals, and funding activation—several adopted into Wells Fargo's active product roadmap.
Competitive audit
User Journey
