In the discovery phase, we conducted a workshop with the team at WFA in partnership with the internal creative team to determine the overall goals for this project and define the target audience. As a result of the workshop, we were able to succesfully identify three proto personas that were representative of their target audience.

I, along with other members on my team, conducted stakeholder interviews to get a good understanding of the process and program placement details and accurately define business requirements for this project.

 

The next step was to convey our observations from these stakeholder interviews to the internal teams and collaborate with the creative team to sketch out preliminary designs (MVPs) which were then evaulated individually with the users to obtain feedback.

 

 

This concept was all about giving the user a realistic view of a day in the life of a financial advisor via a gamified interface.

This concept was very client centric and was built to give potential advisors an idea of what it means to be a client at WFA and how the advisors can help their clients discover a variety of ways to succeed financially.

This concept was focused on giving the user a quick view of all the information relevant to financial advisors at Wells Fargo in a tiled format.

Evaluative testing revealed that there isn't one concept of the three that best conveys the message. However, the users connected most to the story telling aspect of the client stories concept. So, I ended up picking succesful components of the story telling concept and the gamified concept and created a unified experience that best addressed their needs.

The unified experience combines the story telling aspect of the client stories' concept and the gamification aspect of the gamified concept. The end product is a set of client stories with subtle gamified elements introduced into the story as and when needed to keep the user engaged in the story.

The final version of interactive prototype can be found here :