CONFIDENTIAL 1

Into the Wild:Uncovering Holistic

Mobile Insights

June 23, 2011

Amy Buckner

amy@answerlab.com

Pamela Walshe

pamela.walshe@wellsfargo.com

CONFIDENTIAL 2

Introductions

Pamela WalsheVP, Customer Research

Phone: 415.222.3033

Email: pamela.walshe@wellsfargo.com

Wells Fargo

550 California St., 2nd Floor

San Francisco, CA 94104

Amy BucknerManaging Partner & Co-Founder

Phone: 415.814.9669

Email: amy@answerlab.com

AnswerLab

160 Spear Street, Suite 700

San Francisco, CA 94105

CONFIDENTIAL 3

About AnswerLabUser experience research you can trust.

3

The world’s leading brands

partner with AnswerLab

User

Experience

Research

IT’S ALL

WE DO

User Experience Research

• 100% Focused on User

Experience Research

• Independent

• Objective

Learn more: Visit www.answerlab.com or call 415-814-9910

CONFIDENTIAL 4

Goals for Today’s PresentationG

oal 1

Learn New Mobile Research Strategy

Goal 2

See It Applied

Goal 3

Learn Best Practices

CONFIDENTIAL 5

The Mobile

Landscape

Today

CONFIDENTIAL 6Source: mobilefuture.org

CONFIDENTIAL 7

Introduction to

Wells Fargo

Mobile Channel

CONFIDENTIAL 8

5.5 Million

Users in

4 Yrs

It took half as long to

reach 5.5 million mobile

users as it did to enroll the

same number of online

bankers.

Wells Fargo Rapid Mobile Adoption

CONFIDENTIAL 9

• Three easy ways to access and bank on mobile devices

– Text Banking

– Mobile optimized website (wf.com)

– Downloadable apps for iPhone, Android, Blackberry and Palm

– Plus…enterprise SMS service provider (SMS alerts, 2FA)

Wells Fargo Mobile Retail Channel

CONFIDENTIAL 10

Mobile Strategic Objectives

Ensure Strategic Fit

with the Bank

Focus on Relevant Content

for Mobile

Deliver on Top

Customer Needs

CONFIDENTIAL 11

Unique Challenges for Mobile

Targeted & Relevant

Content for Mobile

Optimize Design for

Mobile

Seamless Customer

Experience

CONFIDENTIAL 12

Wells Fargo Research Goals

•Deepen understanding

of mobile usage,

behaviors, and context

• Identify unmet customer

needs; innovation

opportunities

•Re-evaluate existing

offerings in context

CONFIDENTIAL 13

How Might You

Approach This

Research

Problem?

CONFIDENTIAL 14

Mobile Ethnography Benefits

Opportunity Gaps

Usability Improvements

Interaction Modes & Use Cases

Understanding of Audience

Mobile Ethnography

CONFIDENTIAL 15

How Does It Work?

30 Users over 4-8 Weeks

Mobile Site, Mobile Apps, SMS

CONFIDENTIAL 16

Where is

he?

What is he

trying to do?

What are his

impressions?

Did he

accomplish what

he came to do?

Was he satisfied?

What else does

he need?

What Do We Learn?

CONFIDENTIAL 17

Group Activity

CONFIDENTIAL 18

Group Activity (15 minutes)

1.Get into groups of 3-4 people

2.Brainstorm ideas for keeping research

participants engaged

3.Consider the types of data/artifacts that would

be valuable

CONFIDENTIAL 19

How We Did It

CONFIDENTIAL 20

Study Design

Ongoing Self-Reporting – 4 Weeks – 30 Users

• Initial 45-minute

interview

• Verify technical

capabilities of phone

• Explain research

program

Pre-Interview

• 20-minute check-in

phone interview

• Initial feedback

• Q&A

Mid-Check

Interview

• In-home 2-hour

interview

• Clarify voicemail

reports

• Overall impressions of

the product

In-Person

Interview

Voicemails & Pocket Card

• Daily voicemails

• Laminated pocket card with questions

Digital Photos• Users send photos of themselves or

surroundings in the context of using

online banking

CONFIDENTIAL 21

Wallet Cards & Voice Mails

…Hey, this is Alden…I think that the mobile

device could help me with my finances if I set it to

get alerts that will let me know if it's a low balance

or something like that. That way I can avoid a

return check or banking fees…[also] I am following

NFL football practically every game of the day. I'm

able to follow it on my cell phone, which is excellent --

on the internet…

CONFIDENTIAL 22

Participant Photos

22

CONFIDENTIAL 23

Focus on Participant Engagement

• Don’t short-change incentives

• Provide a roadmap

• Build a relationship

• Show you’re listening

• Spice up feedback

CONFIDENTIAL 24

Business Impact

CONFIDENTIAL 25

Understanding Adoption Drivers

Financial Need and Complexity – Not Age or

Tech Savviness – Drive Mobile Use

CONFIDENTIAL 26

Challenging Assumptions

Assumption: Customers will most

likely use mobile banking

in an emergency/while

traveling

Truth:Customers want to use

mobile banking any time,

anywhere – even when a

computer is accessible

CONFIDENTIAL 27

Understanding the Value to the Customer

...If I just want to check the

weather or something really

quickly I’m not going to turn my

laptop on just to check it. I’m

going to grab my phone,

because it’s fastest. I’m going

to lookup what ever it is I’m

looking for. I’m just Goggling

something if I want to check the

weather real fast or whatever,

I’m going to use this first…

Mobile Has Redefined “Convenience”

CONFIDENTIAL 28

Modes Influence What Tasks/Activities they Will

Engage In

...Wouldn’t it be great if I

could tell it that every time

there was a direct deposit

made to my account, I could

go into the app…and just like

on Facebook…there’s a little

red one and it tells me that I’ve

go something to do, or a

message that I can look at?...10

- Jeff

Identifying Mobile Modes

CONFIDENTIAL 29

Identifying Key Use Cases

…I’m checking my

balances. I’m checking to

see if a deposit has

cleared. I’m checking to see

if a payment that either I’ve

scheduled or that’s

automated every month has

gone out…

– Jerry

Checking Balances in Real-time Enables Good

Decision-Making

CONFIDENTIAL 30

Refining Existing Offerings

– Qui

…What I can do is, my Google map actually has me

driving and can pull up ATMs. It shows where I am

relative to the ATM, what direction we’re going in and stuff.

I typically use the Google map for that, because I tried to

use the map in the Wells Fargo app one time, and it

was just too difficult to navigate that map without my

actual GPS location. That would be really cool, that I

would use more often…

The ATM Locator Experience Continues to

Evolve as New Design Patterns Emerge

CONFIDENTIAL 31

Best Practices

CONFIDENTIAL 32

Ensure Successful Home Visits

• Teach key stakeholders:

– Active listening

– How to observe

– Field work etiquette

• Determine visiting team

– Moderator, client, optional videographer (3 max)

CONFIDENTIAL 33

Creatively Collect and Display Artifacts

• Encourage variety of

media

• Ping via SMS survey

• Leverage email alias &

Google Voice

• Collect in Evernote

CONFIDENTIAL 34

Develop Collaborative Analysis Process

• Excel Template

• Participant Profiles

• Topline Readout

• Collaborative Analysis

CONFIDENTIAL 35

Ensuring

Success

CONFIDENTIAL 36

The Real “Life” of the Research Starts

After the Report is Delivered

Internalize

What?

Socialize

So

What?

Take Action

Now

What?

CONFIDENTIAL 37

Internalize

the Findings

What?

• Really listen to what

customers said

• Re-calibrate

assumptions

• Build shared

understanding by

embedding insights into

User-centered Design

Tools

37

CONFIDENTIAL 38

So

What?

38

Socialize

• Socialize broadly to

discover opportunities for

the business and

cultivate advocates to

champion the findings

CONFIDENTIAL 39

Now

What?

39

Take Action

• Facilitate strategic

planning sessions to plot

short and long-term

opportunities on your road

map

• Apply user-centered

design tools to ensure

alignment with customer

needs throughout project

life cycle

CONFIDENTIAL 40

Drive Customer Satisfaction and

Grow Net Promoters

CONFIDENTIAL 41

Thank You.

Amy Buckner

amy@answerlab.com

Pamela Walshe

pamela.walshe@wellsfargo.com