Project Overview

• Role: Lead Product Designer

• Team: Designers | Rutgers Blueprint Fellowship

• Scope: 4-Month Mobile Feature Redesign

• Tools: Figma, Google Forms, User Testing

Background

From our user research, we found that users had lack of awareness about what features, if any, Chase offered for financial management within their mobile banking app. Moreover, some users felt like the tools available were built for people with more complex finances than their own, leading to abandonment before any engagement with budgeting tools. We redesigned part of the app layout dealing with financial management so that it uses progressive disclosure to turn the system into an intuitive financial companion with AI and personalization. This will give more users motivation to come back to the app more frequently aligning with Chase's company goal of increasing customer engagement.

My Contribution

• Introduced progressive disclosure with AI and personalized onboarding to combine them into a unified personal finance model.

• Made Figma components and guided team members through wireframe iterations.

Research & Ideation

A Google Forms survey sent to 53 banking app users revealed a gap that Chase Bank can optimize. Our insights and user quotes displayed in the picture represent the important insights we gathered to center our solution around.

Solution (User Flow)

Solution (Features in Depth)

Insight #1: We proposed using AI as a form of progressive disclosure so that users can verbalize their needs through natural language interaction. In turn, Chase can recommend products and personalize a response rather than just recommending buttons. Our layout of response intends to create more of a listening feel to the product.

Left, red: Chase's design, Right, green: Our redesign

Insight #2: Chase displays a lot of options before a user felt accomplished about an action they made potentially leading to the sentiment that these features are not for them. The mix of different input fields, options, and dense wording hits users with a high interaction cost and cognitive overload, which can lead to less engagement with the features.

Instead, we created a personalized onboarding questionnaire to modify the beginning flow to create a more gentler entry point into the start of use of financial management tools. We chose to do a questionnaire so that users feel empowered and heard about their financial needs.

Iterations

Final Product

Impact

Since this was a conceptual project, we were not able to actually implement the solution. If this was in a real setting, impact would be measured through two measured:

• We would have measured Customer Effort Score because it would tell us how easy it was to interact with the progressive disclosure pattern. We would have sent out surveys when user interacts with the flows created like interaction with AI or other features where users complete an action.

• We would measure the % increase in feature adoption within the timeframe of feature rollout.

Key Reflections

• Referencing our 53 survey responses helped resolve internal team disputes objectively, keeping the user's needs at the center of every screen and allowed us to stay within a small scope to finish within a deadline.

• I have learned to separate symptoms from root causes by utilizing the 5 Whys shown by a mentor to make sure the design says aligned to goals.