Building a new Home for Chase
JP Morgan's first retail bank outside the US needed a first screen that people could read in two seconds. I led the design of Home and the app's information architecture, from inherited prototype to UK launch.
Lead product designer for Home and IA
Embedded in a multi-disciplinary delivery squad for Home
Working with senior leadership on the IA
Every target metric met or exceeded
Over three quarters of customers rated the experience better than they expected
Card activation and pay-in funnel conversion targets exceeded
Average accounts per customer and first fund event against provisioning date - both on target
Banking App of the Year, Moneyfacts 2024
Starting point
We inherited a functioning app built from functional and product requirements. Leadership's expectation was that the design team would work on look and feel only. Our job was to lead the process for a launch-worthy customer experience and to move the business into a higher state of design maturity.
The app, in 2019, designed by product managers and engineers.
Five structural problems, none of them solvable by just a look and feel uplift:
No content hierarchy
Everything on the screen competed for the same level of attention.
Blind copy of the US app
Patterns carried over from a market with different products and habits.
Information overload
More on the first screen than anyone could process in a habitual check.
IA can't scale to future products
Structure organised around squads, with nowhere to put the next product.
Accessibility issues
Contrast, target size and reading order problems throughout.
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.
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.
Rather than one big study, we sequenced the work so each round narrowed the next: how people relate to money, how they use banking apps, what they most need to do, and how they expect it all to be organised.
Diary study
Depth interviews
Co-design
Learnings
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.
Collaborative ideation
Gathering customer feedback
New, customer-first structure
A new IA and content structure that represent how customers think and what they want to do.
Visual design
While the new structure resonated with potential customers, the UI /component design created by the Visual Design Lead caused some usability issues.
Traffic light system
The method we used to decide what parts of the CX to iterate on and what parts we're ready to launch with.
Visual design ideation
I worked with the visual design team to come up with alternative on-brand solutions to the usability problems.
Finding what works
Three rounds of testing enabled us to find the final direction giving us confidence for a successful launch in the UK.
Results
We met or exceeded all our target metrics and won several awards with the Chase UK app.
Awards
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