Home buying with AI

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A more human way to buy a home

Designing an AI-powered guide for one of life's biggest decisions. By developing a human-centered AI strategy, we explored how to help people understand their options, make informed decisions, and move confidently through the home-buying journey.

Designing an AI-powered guide for one of life's biggest decisions. This project explores how AI can help people navigate one of the most complex financial decisions of their lives, buying a home.

Through developing a human-centered AI strategy, we explored how AI can help people understand their options, make informed decisions, and move confidently through the home-buying journey.

Role

Lead product designer

Focus

AI strategy, conversational UX, interaction design, prototyping

Company

Wells Fargo

The opportunity

Could AI help people understand information, surface relevant insights, and help users make better decisions throughout their home buying journey?

Developing our strategy

AI should help people make better decisions faster, not make decisions for them. We design our AI experiences to reduce cognitive load, surface relevant information at the right moment, guide people through complex tasks, while keeping them in control.

Image of Wells Fargo's digital shopping assistant

Creating an AI vision together

Rather than exploring AI in isolation, product, engineering, design, and project partners came together for an in-person workshop.

Through collaborative exercises and storyboarding, we explored where AI could meaningfully improve the home-buying journey. The workshop surfaced opportunities including:

Conversational guidance
Contextual home-buying tips
Article summaries
Suggested prompts
AI recaps
Alternatives instead of dead ends
Feedback loops
Transparent AI disclosures

Principles in action

I shaped our AI design principles and turned strategy into thoughtful, human-centered experiences.

AI should clarify, not complicate

AI is most valuable when it reduces ambiguity and helps people make sense of complex information. AI should be embedded into the existing workflow through clear entry points.

Our AI assistant, Fargo can answer questions while providing the data, context, and insights behind each recommendation.

AI should be contextual and timely

The best AI experiences appear at moments of need. AI should not always be visible or dominant. It should be triggered by meaningful signals.

In this case a user has encountered a large amount of information and generative AI can be especially helpful for understanding complex calculations.

AI should preserve user control

Users need to understand that AI is assisting, not deciding for them. AI recommendations should be editable, dismissible, and explainable.

In this example, users choose which accounts to include and can edit their information.

AI should support decisions, not just generate content

AI is often treated as a content generator, but a big opportunity is decision support. AI overviews help users get the gist of complex topics faster or help user’s understand what something means for them.

About

Play

A more human way to buy a home

Designing an AI-powered guide for one of life's biggest decisions. By developing a human-centered AI strategy, we explored how to help people understand their options, make informed decisions, and move confidently through the home-buying journey.

Role

Lead product designer

Focus

AI strategy, conversational UX, interaction design, prototyping

Company

Wells Fargo

The opportunity

Could AI help people understand information, surface relevant insights, and help users make better decisions throughout their home buying journey?

Developing our strategy

AI should help people make better decisions faster, not make decisions for them. We design our AI experiences to reduce cognitive load, surface relevant information at the right moment, guide people through complex tasks, while keeping them in control.

Creating an AI vision together

Principles in action

Principles in action

I shaped our AI design principles and turned strategy into thoughtful, human-centered experiences.

I shaped our AI design principles and turned strategy into thoughtful, human-centered experiences.

AI should clarify, not complicate

AI is most valuable when it reduces ambiguity and helps people make sense of complex information. AI should be embedded into the existing workflow through clear entry points.

Our AI assistant, Fargo can answer questions while providing the data, context, and insights behind each recommendation.

AI should be contextual and timely

The best AI experiences appear at moments of need. AI should not always be visible or dominant. It should be triggered by meaningful signals.

In this case a user has encountered a large amount of information and generative AI can be especially helpful for understanding complex calculations.

AI should preserve user control

Users need to understand that AI is assisting, not deciding for them. AI recommendations should be editable, dismissible, and explainable.

In this example, users choose which accounts to include and can edit their information.

AI should support decisions, not just generate content

AI is often treated as a content generator, but a big opportunity is decision support. AI overviews help users get the gist of complex topics faster or help user’s understand what something means for them.

Closing thought

AI can answer questions, but its greatest value comes from helping people understand their options, make informed decisions, and stay in control.

View next project

A more human way to buy a home

Designing an AI-powered guide for one of life's biggest decisions. By developing a human-centered AI strategy, we explored how to help people understand their options, make informed decisions, and move confidently through the home-buying journey.

Role

Lead product designer

Focus

AI strategy, conversational UX, interaction design, prototyping

Company

Wells Fargo

The opportunity

Could AI help people understand information, surface relevant insights, and help users make better decisions throughout their home buying journey?

Developing our strategy

AI should help people make better decisions faster, not make decisions for them. We design our AI experiences to reduce cognitive load, surface relevant information at the right moment, guide people through complex tasks, while keeping them in control.

Creating an AI vision together

Principles in action

Principles in action

I shaped our AI design principles and turned strategy into thoughtful, human-centered experiences.

I shaped our AI design principles and turned strategy into thoughtful, human-centered experiences.

AI should clarify, not complicate

AI is most valuable when it reduces ambiguity and helps people make sense of complex information. AI should be embedded into the existing workflow through clear entry points. Our AI assistant, Fargo can answer questions while providing the data, context, and insights behind each recommendation.

AI should be contextual and timely

The best AI experiences appear at moments of need. AI should not always be visible or dominant. It should be triggered by meaningful signals.In this case a user has encountered a large amount of information and generative AI can be especially helpful for understanding complex calculations.

AI should preserve user control

Users need to understand that AI is assisting, not deciding for them. AI recommendations should be editable, dismissible, and explainable.In this example, users choose which accounts to include and can edit their information.

AI should support decisions, not just generate content

AI is often treated as a content generator, but a big opportunity is decision support. AI overviews help users get the gist of complex topics faster or help user’s understand what something means for them.

Closing thought

AI can answer questions, but its greatest value comes from helping people understand their options, make informed decisions, and stay in control.

View next project

AI is most valuable when it reduces ambiguity and helps people make sense of complex information. AI should be embedded into the existing workflow through clear entry points.

Our AI assistant, Fargo can answer questions while providing the data, context, and insights behind each recommendation.

The best AI experiences appear at moments of need. AI should not always be visible or dominant. It should be triggered by meaningful signals.

In this case a user has encountered a large amount of information and generative AI can be especially helpful for understanding complex calculations.

Users need to understand that AI is assisting, not deciding for them. AI recommendations should be editable, dismissible, and explainable.

In this example, users choose which accounts to include and can edit their information.