Wells Fargo: Wellness Challenge
Client: Wells Fargo Corporate: Houston
Role: User Researcher, Concept Designer, Art Director
Timeline: 5 months
Activities: Digital whiteboarding, user interviews, user testing
Wells Fargo Wellness Challenge is a project that came from a request from Wells Fargo corporate, to encourage its employees to use the underutilized stairwells between floors, in an attempt to be active and to promote healthy living habits. In order to be successful, we invited employees to participate in a design thinking workshop to co-create an experience centered around the users.
Research Phase:
The workshop consisted of a variety of research methods including design thinking exercises, employee interviews, design sprints, and user surveys.
Research Key Insights:
Make it fun: There was an overall positive response to the idea of creating an initiative for healthy living habits, but one issue that kept coming up, was to make it fun giving it the feeling of a game rather than a chore.
Make it repeatable: There had to be a reason to keep participating in the initiative, even if it was just bragging rights for winning the game.
Educate: While there were many that had a base knowledge of the benefits of being active, there were a number of individuals that didn’t see all the health benefits of it. The idea of being educated about the benefits came up multiple times.
Wellness Challenge call to action
Wells Fargo Wellness Challenge:
From the research came the idea of a light hearted wellness challenge that would incorporate the use of the stairwells as its main device of participation, but also looking at other activities that those who could not take the stairs could join in. In order to incorporate an education aspect, we found a creative way to put facts about the benefits of taking the stairs/ walking could have on your health. Which was achieved by incorporating them within the graphics that would be placed in stairwells. The graphics were influenced by mobile apps and fitness tracker interfaces, which helped with bringing the feeling of a game.
The call to action would be spread throughout highly visible locations in the office such as the elevator lobby, breakrooms, stairwell entrance, and so on. These call actions would explain how you could participate in the challenge. (see image to the left)
The challenge was really simple, whoever had the most steps at the end of the week would win! There was no prize to the winner other than bragging rights. What's great about a simple challenge is that you are encouraged to challenge one another and to even create teams getting everyone involved. The challenge even had the ability to be bigger, each corporate office could challenge one another for example the Texas office could challenge an office in California, making the game even bigger, getting more employees involved.
After finalizing the challenge we got the opportunity to install and get feedback from users at the Houston location. Below are a collection of photos of the installed micro pilot.
We even purposed an opportunity for a photo location, where a sign that had a digital screen for users to input their completed steps for the week to share on social media such as Instagram while using the hashtag (#WFWC #wellsfargo_wc_texas). The thought was it would encourage users to keep participating week after week to keep improving. It was also envisioned that other corporate offices would join the challenge, further growing Wells Fargo’s healthy living initiative. Only the first phase of the wellness challenge was ever tested as of 2018.
Example of photo opportunity for individual
Example of photo opportunity for teams