RESEARCH
PART I.
One of our initial steps was to conduct an audit of the current experience. Examining the nitty-gritty details consisted of building out a visual site map. This allowed us to gain insight on the current state of Chase’s Security Center and understand the businesses ecosystem. We listed out our initial thoughts, questions, and insights, grouping them into key takeaways of the overall experience.
In tandem, our Data and Analytics team conducted an analysis to pull web data, audience research and SEO data. We also looked at key competitors of Chase to identify how they compared to other companies within the financial market. After plenty of research, we gathered initial insights and began to understand how pages were connecting and communicating with one another. We collected our questions, identified gaps, and began creating user journey’s to help us think from a user mindset. After thorough analysis of both their desktop and mobile experiences, we were able to bring our questions forward to their key stakeholders.
SYNTHESIZING INFORMATION
PART II.
Speaking with our Stakeholders allowed us to validate our initial findings, get assurance on our thinking and trail forward. We met internally to synthesize our stakeholder notes and what we’ve heard, grouping them into categories labeled as:
- KPIs and metrics
- Overviews in relation to Chase.com
- Short/long term objectives
- Audiences + Audience types
- Current Challenges
- Website Functionality
- Digital Marketing Strategy
From the stakeholder conversations, our current state audit we were able to identify four key themes that we felt would drive us forward as we considered future-state opportunities.
- KPIs and metrics
- Overviews in relation to Chase.com
- Short/long term objectives
- Audiences + Audience types
- Current Challenges
- Website Functionality
- Digital Marketing Strategy
From the stakeholder conversations, our current state audit we were able to identify four key themes that we felt would drive us forward as we considered future-state opportunities.
// 1 Streamline the Narrative
Creating a unified storyline around financial security and privacy with clear pathways to relevant resources, using empathetic language, and distinguishable content hierarchy.
// 2 Educate Key Audiences
Create dedicated areas specifically for educational purposes that can equip users with security need-to-knows, preventing them from falling victim and further instilling trust in the Chase brand.
// 3 Cater to EVP Audiences
Engage with EVP audiences and caregivers through content and tone of voice tailored to see eye-to-eye with users and their situations.
// 4 Provide Actionable Steps
Empower users to take proactive measures to ensure their financial security by outlining clear next steps.
AUDIENCES
PART III.
Based on our learnings from the research and stakeholder interviews, we were able to start narrowing in on our user segments and identified 3 key mindsets to describe how Chase consumers may have interacted with the Security Center pages. This helped us to understand the varying users, their potential needs and pain points and also allowed us to begin thinking from a feature ideation standpoint to later incorporate concepts that could improve the experience.
USER JOURNEY
PART IV.
Gaining clarity on user segments led us to conducting a few varying exercises with our stakeholders. We created user journey workshops to help us identify key features that may aid a user on their journey as well as identifying top pages that a user could hit throughout their journey.
FUTURE STATE OPPORTUNITIES
PART V.
While creating our Current Requirements Document in tandem (a digital documentation mapping out identified pages, page strategies, modules, components and functionalities; also known as the CRD) we started listing out the pages that would be critical to the user journey. From a high level, we’re then able to understand what each of the pages need to accomplish and what needs to exist for users to accomplish their varying needs.
Utilizing the Chase component library as our foundation, we created augmented and net-new modules that would accommodate user needs.
Our initial thinking brought us to creating a Security Hub experience that led itself to moments of education, exploration, and of course, seamlessly guiding users to the sites most important tools and resources. We built mid-fidelity wireframes according to each use case. The wires were narrative recommendations based off of user needs and prioritized content within the new site system. Each page provided high-level objectives describing the page intention, as well as module level objectives that describe the high level reasoning behind its use.
Utilizing the Chase component library as our foundation, we created augmented and net-new modules that would accommodate user needs.
Our initial thinking brought us to creating a Security Hub experience that led itself to moments of education, exploration, and of course, seamlessly guiding users to the sites most important tools and resources. We built mid-fidelity wireframes according to each use case. The wires were narrative recommendations based off of user needs and prioritized content within the new site system. Each page provided high-level objectives describing the page intention, as well as module level objectives that describe the high level reasoning behind its use.
Below are examples of our Zone Diagrams (page narratives) and the corresponding wires.
ITERATING
PART VI.
Our team was met with many challenges. These challenges caused us to adjust the way we approached deliverables to better meet the needs of clients, modify the project presentation and how we told the story when making project updates. Having to quickly pivot and make concise adjustments is something that had to become second nature across our team.
One pivot I’d like to point out specifically was in the page narrative on the Landing page of the Security Center. Initially we developed a page that had intuitive pathways based off of anticipated user needs. This meant that depending on the user need, upon entry, they can quickly be guided to their desired destination ranging from, Get in touch CTA’s, to learning about how to protect themselves and even reporting fraud. We felt it would be most useful for users to have this content sorted through a potential 4-up module that tailored this information.
However our client felt otherwise. The client suggested we surface content types, and topics to showcase the wealth of security content. With their input, we found a happy medium.
Through several iterative designs and meetings, we created a Landing page strategy that surfaced most common user topics on top, following that with the wealth of content that would encourage user to further explore. Have a look at one of our before and after iterations.
Through several iterative designs and meetings, we created a Landing page strategy that surfaced most common user topics on top, following that with the wealth of content that would encourage user to further explore. Have a look at one of our before and after iterations.
ANNOTATIONS
PART VII.
Creating annotations was one of the final and most thorough processes after finalizing our designs. In Figma, I teamed with our Interaction Designer to create annotations for each of the pages, outlining the intent of each module, pages it could live within and its requirements and things to consider for client developers.
FINAL PRODUCT
PART VIII.
Translating the business goals into measurable objectives allowed us to push forward a strategy that would set the Security Center apart. Taking contextual insights like audience segments, content types, modules and much more into consideration we were able to develop a Security Hub experience that serves the needs of the business and their key audiences. Stay tuned for the product launch!
