Devon McConnell, Wells Fargo Advisors The financial services industry is now at a change moment. There are two major change drivers today – customers’ digital expectations and increased regulations. It’s the perfect storm. And it’s driving us to look at the very basic operating models we work under to meet new demands. Devon McConnell, Head of Digital for Wells Fargo Advisors will share how she and her team are leading an internal transformation to bring agile and lean practices to build out the firm’s digital experience for a new group of investors. Money is deeply personal. Building a compelling and trustworthy experience is critical, but wrought with uncertainty. Devon explores how she has incorporated the focus of emotional design into key projects at Wells Fargo Advisors, now and in the future.

1. © 2014 Wells Fargo Advisors, LLC. All rights reserved..
Devon McConnell
Internal Use Only
Digital Investing –
The Last Digital Frontier

2. © 2013 Wells Fargo Bank, N.A. All rights reserved. Confidential – Do Not Distribute.
This is a story about your money

3. 2
2
Advisors wear different hats and the landscape
continues to change
stock market
experts and
info source
24 hour
news cycle
funds
developed
(ETFs)
auto
investment
services
online
planning
tools
trusted advisor
portfolio
managers
Robo-
adviors

4. 3
Digitally this looks like…
For Internal Use Only
1990s 2000s 2010s
Hello World How can I
help you?
Can I manage your
life savings for you?

5. 4
And then there’s this…

6. © 2013 Wells Fargo Bank, N.A. All rights reserved. Confidential – Do Not Distribute.
Life on the frontier

8. It’s about trust, and it’s earned

9. Emotional Design
Compelling
Valuable
Usable
User
Centered
Design
Emotional
Design

10. The old ways of managing uncertainty won’t work
• Business cases
• Consensus
• Documentation
• Task forces and
committees
2 - 3
years
later
waterfall
development

11. © 2013 Wells Fargo Bank, N.A. All rights reserved. Confidential – Do Not Distribute.
Velocity = Speed + Direction
For us that means Agile + Lean

12. Requiring a new operating model
task completion KPIsSuccess measures
generalists specialistsTalent
consensus empowered teamDecision making
waterfall agileMethodology
project-based product-basedInvestment
From… To…

13. Our first step out
looked like this…

14. Purchase
13
What we were hoping for was this…AppealingEffectivePleasurableMemorable
Landing Page Questionnaire Recommendation
This feels great
I’m Interested
That was useful advice
I love it
Connected
Having fun
This was awesome
I am fully engaged
I want to invest
I trust them
I feel confident
It’s usefulI know what to
do next
I am learning
Helpful
Informational
Credible
Approachable
Grabbed attention

15. Purchase
14
…what we found was this…AppealingEffectivePleasurableMemorable
Credible
Simple, easy
No distractions on site
Helpful
Relief
I’m curious
I am motivated to do
what’s next
Easy
Straightforward
Educational
Limited
Informational
Clear
Landing Page Questionnaire Recommendation
Friendly
Informational

16. 15
Drum roll…

17. There are few things
more personal and emotional
than money

18. Wells Fargo Advisors is the trade name used by two separate, registered broker dealers: Wells Fargo Advisors, LLC, and Wells Fargo Advisors Financial Network, LLC, Members SIPC, non-
bank affiliates of Wells Fargo & Company.