FinTech
HNW & UHNW secret-shopper acquisition research
- Client ·
- Wells Fargo Advisors · Marketing
- Role ·
- UX Researcher, Marketing partnership
Context & challenge
Marketing needed sharper signal on what was actually converting (and quietly losing) high-net-worth and ultra-high-net-worth prospects on the public brokerage website — and what kept existing clients from deepening the relationship.
Approach & key decisions
Designed and ran a secret-shopper program pairing moderated and unmoderated usability tests across the public site and onboarding flows, recruiting HNW/UHNW-matched participants and triangulating findings with analytics and brand voice teams.
Outcome
Surfaced friction points across acquisition and retention journeys, gave Marketing a participant-grounded narrative for executive readouts, and seeded ongoing collaboration between UXR and brand on conversion-critical content.
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Scope a discovery study