WHAT WE DID
 
As an Experience Strategist at RAPP, I supported Wells Fargo on a customer journey research initiative designed to understand how prospective customers evaluate the brand at the very start of their decision process. The work combined journey mapping with a large scale quantitative survey of 3,000+ respondents to identify where people seek information, how they assess fit, and what moments either build confidence or create friction before engagement.
 
 
WHY WE DID IT
 
Wells Fargo wanted to better understand why potential customers were dropping out early in the journey and how to reduce friction during initial consideration. Banking decisions are highly personal and high stakes, and customers wanted clarity before committing time, trust, or personal information. Any confusion or lack of transparency at this stage often resulted in disengagement.
 
 
MY ROLE
 
• Led journey mapping to define early stage decision moments
• Designed and supported a large scale survey to quantify behaviors and decision drivers
• Analyzed qualitative and quantitative inputs to understand how customers define “fit” with a financial institution
• Identified friction points contributing to early journey drop off
• Translated findings into clear, experience driven recommendations
 
 
OUTCOME
 
• Survey results from 3,000+ respondents showed customers prioritize concrete indicators of fit, such as savings interest rates and mortgage offerings
• Confirmed that friction early in the journey is a primary driver of abandonment
• Highlighted the need for clear, direct product information at the start of the customer journey
• Informed website and early touchpoint strategies designed to help customers self qualify and confidently move forward