|
|
|
|
design | storythinking | creative incubation
discovering new value in anticipation of future human needs
Concept
The Wells Fargo Urban Branch reimagines retail banking by transforming the customer experience, not just the appearance. It blends a modern design with core brand values and exceptional service. Customers gain full control of transactions, while tellers provide personalized, high-level engagement. With digital, untethered processes, the Urban Branch tailors service to individual needs, setting a new standard for retail banking.
Service Desgin
The key challenge of the Urban Branch was creating a self-service option at the teller station, enabling customers to manage their own transactions 24/7 without staff. To solve this, the traditional teller counter was replaced by a dual-purpose wall: one side offers a secure, recessed area for after-hours transactions, while the other side opens into a teller station for face-to-face interaction. This design shifts most tasks to the customer while allowing tellers to focus on personalized service, education, and support.
Full Scale Prototype
The Advisory Area
The Urban Branch is designed for modern banking, reflecting the fast-paced lives of urban consumers. The advisory area is designed to provide a high level of engagement and sufficient privacy for most financial offerings and issue resolutions. For some customers it will be the personal service that seeds their initial interaction with Wells Fargo, while for others the Urban Branch will become one of their mechanisms of the everyday, a perfect balance of assistance and efficiency.
Results
Sales at the new Wells Fargo neighborhood stores exceeded targets by over 200% in the first six months, with one staff member calling the design an "incredible sales tool" for easily converting leads into sales. Originally intended to complement existing branches, the success of the new design led Wells Fargo to adopt it as the standard across all locations, retrofitting existing branches to match. The project was recognized by The Wall Street Journal, The New York Times, and The Financial Brand.
Approach: Experience Workshops, CX Strategy & Design, Store Design, Service Design, Prototyping & Roll-out Consultation.
