Building a new Home for Chase

The challenge

Design the 1st screen experience for the Chase app for a successful entry to the UK market - ensuring customer activation, engagement and multi-product use.

Results

Ease of use quoted as the #1 reason to bank with Chase
Over 3/4 of customers rated their experience as better than their expectations
98% of customers rated their experience as 'very good' or 'good'
Average number of accounts per customer, and first fund event vs provisioning date targets reached

My role

Lead product designer for Home and IA
Embedded in a multi-disciplinary delivery squad for Home
Working with senior leadership on the IA

Starting point

We inherited a functioning app that was built based on functional and product requirements. Leadership's expectation was for the design team to focus on look and feel only. Our job was not only to lead the process for creating a successful CX for launch but also to move the business into a higher state of design maturity.

The app designed by product managers and engineers.

Strategic approach

Securing senior leadership's backing was crucial due to the highly political nature of the first screen real estate. I collaborated with the Head of Design and Chief Customer Experience Officer, incorporating feedback from the CEO to align our approach with Chase's strategy.

Approach

Start with the customer, not with solutions, to enable long-term growth.

Approach

Start with the customer, not with solutions, to enable long-term growth.

How we'll succeed

"Design the Home screen and IA to achieve the outcomes our customers want based on their priorities, by discovering what's important to them and how they think about their finances, and by creating an environment that allows them to find and do what they need to, effortlessly.

Our key considerations are scalability (product range, segments, markets), ease of use (simplification of finances) and driving product usage and uptake."

Goals for Home

Customer-first
Easy to use
Scalable

KPIs

# of Active customers
NPS
Funnel metrics (card activation, pay in)
Ease of use (task success rate, perception rating)

Discovery

We followed the double-diamond design process to ensure we gain a deep understanding of our customers and that our designs provide the right answers to their needs and expectations.

Diary study

Depth interviews

Co-design

Diary study

Depth interviews

Co-design

Diary study

Depth interviews

Co-design

Learnings

Why do people open their banking app?

Experience goal

Get an easy to digest summary of my current financial position.

Jobs to be done

Get a quick overview.
See how much money I have.
See what's happened and what's coming up.
Access secondary tasks with minimum effort.
Feel good about banking with Chase.

Solution

Through an iterative process of ideation and testing prototypes with increasing fidelity we arrived to a structure that addressed customers' content needs and priorities.