digital investing: the last frontier

© 2014 Wells Fargo Advisors, LLC. All rights reserved..

Devon McConnell

Internal Use Only

Digital Investing – The Last Digital Frontier

© 2013 Wells Fargo Bank, N.A. All rights reserved. Confidential – Do Not Distribute.

This is a story about your money

3

3

Advisors wear different hats and the landscape continues to change

stock market experts and info source

24 hour news cycle

funds developed

(ETFs)

autoinvestment

services

onlineplanning

tools

trusted advisorportfolio managers

Robo-adviors

44

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

And then there’s this…

© 2013 Wells Fargo Bank, N.A. All rights reserved. Confidential – Do Not Distribute.

Life on the frontier

7

It’s about trust, and it’s earned

9

Emotional Design

Compelling

Valuable

UsableUser

CenteredDesign

EmotionalDesign

10

The old ways of managing uncertainty won’t work

• Business cases• Consensus• Documentation• Task forces and

committees

2 - 3yearslater

waterfall development

© 2013 Wells Fargo Bank, N.A. All rights reserved. Confidential – Do Not Distribute.

Velocity = Speed + DirectionFor us that means Agile + Lean

12

Requiring a new operating model

task completion KPIsSuccess measuresgeneralists specialistsTalentconsensus empowered teamDecision makingwaterfall agileMethodologyproject-based product-basedInvestment

From… To…

Our first step out looked like this…

13

Purchase

14

What we were hoping for was this…A

ppea

ling

Effe

ctiv

eP

leas

urab

leM

emor

able

Landing Page Questionnaire Recommendation

This feels great

I’m Interested

That was useful advice

I love it

Connected

Having funThis 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

Purchase

15

…what we found was this…A

ppea

ling

Effe

ctiv

eP

leas

urab

leM

emor

able

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

Drum roll…

There are few things more personal and emotional than money

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.