Service Design - Finding Opportunities for Engagement
The Merchant Insights Campaign at JPMorgan Chase Bank was experiencing low customer engagement. People were not following through with signing up to list their business on Offers and Shopping in Business Banking. Through this comprehensive analysis of the campaign process, I identified opportunities for Chase to better connect with its customers and boost engagement throughout that process in two months.
The existing Merchant acquisition campaign, created by the marketing team, lacked structure. I facilitated productive sessions with the Marketing team and a content designer to gain more insight into the process. To improve the documentation, I designed a new map with a more comprehensive understanding of the process and how the teams interacted to accomplish different parts of the campaign.
The Campaign Process Map that the Marketing team made. I began with this and workshopped what was missing from the bigger picture.
After analysis of the existing map, I created new documentation that would delineate all teams involved in the process and the interactive touchpoints.
The new map outlined space for external partners, different teams at Chase, Merchants, and our customers. This also included a timeline and opportunities to brainstorm ways to improve the workflow.
The team brainstormed opportunities together workshops I led.
After we had a list of opportunities, themes of those opportunities became clear. Engagement came up often.
Viewing the project as a whole helps identify gaps, redundancies, and areas for improvement, promoting effective problem-solving and goal alignment. The work on the holistic understanding of the Campaign Creation Process led to Chase acquiring Figg (a company) to manage the Chase Offers Campaign. Before my work on this project, management lacked insight into the flow's complexity.
Summary of the Project
