Wells Fargo: Driving empathy with a game of UX challenges

From January 2018 to 2020, I was employed by Wells Fargo as the primary designer for the Digital Solutions For Business (DS4B) group, which focused on primarily on corporate B2B clients. While most of my Wells Fargo tenure was focused on presentations and standard design work, one of my most memorable projects was the “Cape of Empathy” card game.

THE CHALLENGE: With more and more business happening online, customer experience becomes critical. A healthy organization needs to understand a customer’s journey and empathize with thier pain points. But how do team members learn how to do this?

THE PLAN: To create a memorable experience and reach a wide cross-section of Wells Fargo employees, it was decided to create a unique card game for use in trade shows. Using a series of “challenge” and “superpower” cards, players could learn how to solve for recurring UX problems.

I designed the card decks using original iconography and Wells Fargo branding elements, a spinner wheel, and a PDF instruction manual.

RESULTS: The game was a success, and used widely at Wells Fargo conferences and trade shows across the country.