Screen placeholders — drop in the exported FWR frames.
KeyBank's Financial Wellness Review was meant to help bankers guide clients toward better decisions. Instead it felt like an interrogation — slow, generic, and widely skipped. I led the redesign that turned it into the bank's gold standard for onboarding.
The legacy FWR was a banker-led tool for helping clients discover the right financial products. A time-consuming, frustrating experience meant low adoption and missed conversations. I led a research-driven redesign that made it efficient, personalized, and something bankers actually wanted to use — reaching 3.8 million consumer banking clients.
FWR was intended to help bankers guide clients toward better financial decisions. But low adoption, inefficiency and a lack of personalized engagement meant missed opportunities for clients and the business alike. The experience worked against the very conversations it was supposed to start.
The flow took up to an hour, offered no sense of progress, and left people feeling lost rather than guided.
Too long and out of step with their workflow, FWR felt like a sales pitch — so many bankers avoided it entirely.
Recommendations didn't adapt to individual goals or risk tolerance, and gave no clear next step to act on.
A heuristic evaluation surfaced cognitive overload, poor navigation and no personalization. Then I visited multiple branches, observed bankers using FWR in real scenarios, and ran 1:1 interviews to understand the workflow friction behind the low adoption.
Branch observations and banker interviews to locate the real pain points and workflow inefficiencies.
Banker personas plus data-driven client personas, and current- vs future-state journeys.
Wireframes and early prototypes, including a Key Private Client modal to identify high-net-worth clients.
Usability testing with bankers, iterating toward a streamlined, conversational flow that reduced friction.
Grounded in the research, the redesign reframed FWR around the client's goals — giving bankers real-time, personalized tools instead of a rigid script.
A guided flow that walks clients through financial goals with a clear sense of progress.
A side-by-side tool that helps customers choose the right banking products with confidence.
A financial-education hub that empowers users with knowledge, not just a pitch.
Proactively surfaces eligible clients so bankers can offer tailored products instantly.
An interactive feature that recommends the best products based on client responses.
Lets bankers customize offerings in real time, in the flow of the conversation.
Screen placeholders — drop in the exported FWR frames.
The redesign didn't just improve a tool — it changed how KeyBank engages and serves its clients, and it opened an entirely new revenue path into wealth management.
Momentum from the launch prompted KeyBank's Wealth Division to leverage FWR to identify high-net-worth clients. I led design and research for an exclusive Key Private Client flow for clients with $250K+ in assets — transforming FWR into a strategic lead-generation tool that lifted both satisfaction and revenue within Private Client services.
By streamlining a complex, hour-long process into a seamless 15-minute journey, FWR didn't just raise satisfaction — it drove a 63% lift in product and credit bookings across 3.8 million clients, and became a wealth-management lead engine. The work reinforced the value of human-centered design, cross-functional collaboration and data-driven decisions in driving both customer trust and business growth.
“Natalie’s proactive and engaged approach to the New FWR design work has propelled the quality of output for this critical project. She keeps our clients, teammates, and Key at the forefront of everything she does.”
Executive Retail Leader · KeyBank Originations & WellnessI turn slow, skipped, legacy experiences into ones that drive engagement — and revenue — at scale.