Service Design Reveals Insights

Utilized a Service Blueprint to Enhance the Campaign Creation Process

Service Design

At a glance

Company

JPMorgan Chase

2021-2023

Role

UX Design Lead

Team

Content designer, Marketing

Responsibilities

Facilitate service design within the Campaign Creation process and with the Marketing team to identify opportunities to increase customers.

Goal

Learn why the campaign struggled to increase customer sign-ups.

Outcome

A service design map that outlined opportunities for engagement in the Campaign Creation process.

The Merchant Insights Campaign at JPMorgan Chase Bank saw that enrollment for the Business sign-up in the Chase Offers program was not increasing. I was asked to work with the Marketing team to better understand the process. People were not following through on signing up to list their business on Offers and Shopping in Business Banking. Design dove deeper into the reasons for the lack of engagement and scheduled a series of collaborative workshops to brainstorm solutions.

Placeholder: image that sets the context — The existing map had areas of difficulty we were examining.

Learning About Campaign Creation

The design team stepped in to collaborate with Marketing to understand the Campaign Creation Process. We were a new team, and we approached the project as a learning opportunity. As the team described the process, we uncovered several undocumented aspects of how the campaign process unfolded.

Existing map from marketing was limited — the research, workshop or competitive analysis shown here.

Revealing the Process

The existing map that the Marketing team used to describe the Campaign Creation Process was limited. We learned there were external partners and teams at Chase that were involved in creating the campaign through discussion but it was left out of the existing map.

Placeholder: framework or design principles — The design of a new map helped us identify gaps in the process.

Design a New Process Map

To facilitate the discussion, I designed a new map with swimlanes for each team involved in creating a campaign. This made it easier to follow the campaign creation process and identify gaps in communication with the customer.

Kiera is a great design partner. She created a framework to help us map the merchant’s journey and identify pain points, gaps, and opportunities. We used the journey to facilitate conversations with our product partners and connect them to the merchant experience. -S. Colwell, JPMorgan Chase Content Designer

Documented opportunities in the process — Our teams collaboratively brainstormed opportunities after we identified the holistic process.

Solving for Opportunities

This project caught senior leadership's attention once we identified opportunities in the Campaign Creation. The content designer and I proposed a few ideas to move forward. As a short-term solution, we focused on improving communication with customers.

Themes of Opportunities

Viewing the project as a whole helped identify gaps, redundancies, and areas for improvement, promoting effective problem-solving and goal alignment. By mapping the journey and the broader scope of the organization involved in launching the Campaign, the team had a clear view of where to place focus.

Understanding Led to Focused Decision Making

After building a holistic understanding of the Campaign Creation Process, Chase acquired Figg.com to manage the Chase Offers Campaign. My work on this project helped management identify the flow's complexity and decide how to address it.

Collaboration Led to Fruitful Outcomes

It was a great opportunity to collaborate cross-functionally with the Marketing team on this project to reveal opportunities in the Campaign Creation process. I enjoy work that reveals processes to empower teams to make clear decisions to move forward.