Increased Engagement in Business Banking
Introduced a tab structure to the platform that resulted in an increase of 400% user engagement.
At a glance
- Company
JPMorgan Chase
2022
- Role
UX Design Lead
- Team
A new-hire designer, a content designer, and the product team collaborated with the travel team on their sub-library approach.
- Responsibilities
Lead UX Designer; synthesized existing research, conducted competitive analysis, mapped the user journey, designed tablet and mobile experiences, and led the sub-library strategy; cross-team collaboration.
- Goal
The goal was to enable merchant acquisition and retention through onboarding and to increase engagement with the Customer Insights portal, where merchants run offer campaigns to Chase customers and monitor results
- Outcome
Updated the Offers and Shopping business banking site to align with the design system; created a line-of-business sub-component library extending the Manhattan Design System; introduced a tab structure to provide access to the portal's deep-dive pages.
My team at Offers and Shopping at JPMorgan helped merchants execute campaigns and monitor their business on our platform. I led a team of two designers and took over a new business line that was not yet connected to the design system. At first, the design was development-driven; then the design shifted toward holistic thinking rather than small, development-led improvements. After the changes went live in October 2022, we saw a 400% increase in user engagement.
A New Team Driven to Build Engagement
We were a new team, and our product had several gaps. We wanted to move away from custom code, adopt the design system, incorporate research to drive engagement, and align with the rest of Business Banking. Our data showed users were not exploring the content behind the Business Offers dashboard. I proposed adding a tab structure to increase engagement with the site's content.
Shifting Focus Toward a Holistic View
The previous team was development-led and focused on small feature updates. After working on several small features, our team shifted its focus to a holistic view of the product. How might we entice customers to engage with content behind the tiles?
Strategically Aligned with Product
When design moved into the product triad with the product owner and development, we strategized how to access deep-dive page content more intuitively. Adding a new tab structure and aligning with the design system increased traffic.
I really appreciate Kiera’s heads-down desire to do things properly and her process-oriented approach to design. She’s extremely proactive, thoughtful, collaborative, and open to learning new things.
A. Gitlin, JPMorgan Chase Design Lead, Chase Travel
Creating Efficient Design Files
When our team began execution, we faced challenges with the efficiency of our design files. To align our efforts with a mature line of business, Chase Travel, I worked with my team to share a streamlined approach to using Figma subcomponents across our line of business. This improved our team's efficiency and enabled a faster release cycle.
Building our Line-of-Business Components
I worked across the organization to learn from more mature design teams, such as Chase Travel, about how they managed product deployment. Then, I upskilled my team on Figma component libraries. The sub-library enabled reuse and scaling across teams and faster file delivery for developers.
Results Exceeded our Expectations
The shipped redesign increased engagement by 400%. Our team worked hard to turn Offers and Shopping into a unified part of the business banking platform.
Driven to Create Unity
We were a new team, and I built a component library for our line of business to enable efficient Figma updates and consistency across our files and, ultimately, Business Banking.