Chase Freedom app
JPMorgan Chase
Giving customers the freedom to get more for their money, from the convenience of their phone.
Role
Creative Lead • UX • UI
Streamlining money management and rewards
Chase’s goal of providing customers with the easiest access to money management and most cutting edge technology offered a clear opportunity to compete in the digital payment space.
With an average of $707B in annual sales, 94M credit accounts, 34M transactions and 16M logins a day on average, activation rates for rewards were down. With the recent launch of the new Chase Mobile® app, the opportunity was clear.
Our strategic approach
Enhancing payment experience
Create a dedicated mobile payment experience for Chase customers.
Designed for both online and in-store use to boost activation and usage.
Strategic market focus
We set out to improve overall convenience through mobile and online channels, making banking seamless and accessible.
Guiding principles
In our visioning workshop, we analyzed the human values that underpin meaningful customer experiences. This exploration revealed three core guiding principles:
Contextual
Forge contextually relevant connections.
Personal
Empower customers to enhance their financial well-being.
Social
Foster a sense of community and belonging.
Personas
Richard
Richard recently moved to New York City, a big and bustling metropolis, in pursuit of his dreams. He's a fresh start in the city with no job or credit history, which presents both challenges and opportunities.
Lila
Lila is an enthusiastic and tech-savvy individual who loves making the most of her leisure time, especially on lazy summer Saturday mornings.
Stella
Stella is navigating a significant life change after going through a divorce. She is now in the process of rediscovering herself, her social life, and her personal interests.
Leveraging existing infrastructure
We harnessed the existing Chase Mobile® app platform and partnered with 3rd party services like Merchant Customer Exchange (MCX), renowned for its extensive network of leading retailers in the US. This allowed us to deliver our service and product in carefully planned phases, starting with an in-depth understanding of customer mobile payment behaviors.
Phase One: Chase Freedom app
Introduction of the Chase Freedom App. This granted customers access to view and redeem rewards at merchants, as well as the capability to send or request money.
Phase Two: Chase Pay merchant platform
Launch of the Chase Pay merchant platform, in collaboration with MCX and Blackhawk. This step initiated the rollout of a new backend payment system.
Phase 3: Comprehensive mobile payment service
Full-scale launch of our new mobile payment service. This provided customers with access to all payment methods and cards, enabling them to make payments wherever Chase is accepted.
Photography that delights and surprises
I collaborated closely with our Creative Director and photography team to craft captivating photo backgrounds.
Inspiring
Our imagery serves as an inspiring visual narrative, showcasing the diverse array of loyalty rewards that Chase offers across dining, travel, and shopping.
Photos that won't get in the way
I worked in tandem with the photography team to ensure that the background visuals seamlessly complemented the UX/UI elements. This dynamic, iterative process was productive and a lot of fun!
Moments of surprise and delight
We introduced moments of surprise and delight within our designs. For instance, on the sign-in screen, we incorporated video, featuring charming elements such as a rolling ball, an adorable dog emerging from beneath a table, or steam rising from a cup of coffee.
Wireframe
Sign in
Homescreen
Redeem rewards
Pay merchants
QuickPay
Results
Phase One
Activation rates surged by 66% within the first 6 months of the initial launch. While customers appreciated the ability to pay with rewards, the mobile app's limited feature set left them wanting more.
Phase Two
A modest number of merchants on boarding in this phase provided valuable backend and customer insights. Data which informed the Phase 3 go-to-market strategy.
Phase Three
In October 2015, Chase's comprehensive digital payment service was unveiled. This solution effectively addressed significant challenges faced by merchants.
Merchant benefits
Payment enhancements
We address critical factors such as the cost of payment, merchant fraud liability, and checkout speed.
Efficient technology integration
Our solution seamlessly integrates with readily available technology, such as gift cards, making implementation straightforward for many merchants.
Loyalty program integration
We provide opportunities for direct integration with merchant loyalty programs, enhancing the overall payment experience.
Comprehensive payment system
Our comprehensive payment system collaborates directly with merchants to reduce the cost of accepting payments through fixed pricing and zero fees.
Customer benefits
Keeping customers safe
We leverage security tokenization technology across in-store, in-app, and online platforms to keep sensitive customer information, such as a credit card number, safe and secure.
In-app loyalty program
Our Chase Pay experience seamlessly integrates loyalty programs, providing added convenience and benefits to users.
Available for all phones
Chase Pay ensures compatibility with all smartphones, ensuring effortless use at point-of-sale registers.