Role

Creative Director
(Art, Copy, UX)

Agency

Organic, Inc

Year

2018

How to convey the scale of impact

Wells Fargo supports 14,000+ charitable organizations across the U.S. with volunteer hours and financial contributions totaling $280 million in 2017 alone. Their commitment is showcased on an "Impact Map" site.

Building on the success of the original map, our team was tasked with refreshing the experience and providing users with a clearer understanding of how Wells Fargo supports these communities. They sought to increase engagement with the program overall, including better showcasing content (videos, articles, social links) associated with individual organizations.

Balancing brand storytelling with user-guided exploration

We presented three conceptual directions, embarked on a full UX exploration (a brand new sitemap and wireframes), three rounds of user testing (with very positive results all along the way), and then on to an expedited development phase. 

The redesign put the map front and center, encouraging visitors to interact directly with the map, providing filtering across 10 categories, and a more robust search. The default view of the site provided that instant visual impression of the real breadth of giving followed by the numbers to back it up.

Visit the site: https://welcome.wf.com/impact/.