Financial Tools Web Ecosystem
I led strategy, IA, and end-to-end design for Chase's first
financial tools web ecosystem:
8 landing pages built to capture paid acquisition traffic from a multi-million dollar marketing campaign, validated by an A/B test showing 56% CTR vs. 38% on the prior page.
challenge.
23M existing Chase customers hadn't engaged with any financial tool in 12 months, and 61.5% of engaged customers used only one.
Chase had no unified web presence for its all of its financial tools.
A multi-million dollar marketing campaign was about to drive paid social traffic to product pages but there was nowhere meaningful to land. There was no PM and no dedicated researcher on this project, so I absorbed both roles alongside design.
23M existing Chase customers hadn't engaged with any financial tool in 12 months, and 61.5% of engaged customers used only one.
Chase had no unified web presence for its all of its financial tools.
A multi-million dollar marketing campaign was about to drive paid social traffic to product pages but there was nowhere meaningful to land. There was no PM and no dedicated researcher on this project, so I absorbed both roles alongside design.
what i did.
Led IA and end-to-end design for all 8 pages — mapping content provided by our content designer to components based on what each user segment needed and what the audit showed actually earned clicks.
Piloted Chase's brand new public module library — got engineering sign-off, became the first team in the firm to adopt it, and resolved components that broke before lock.
Pushed back on two fronts — negotiated a regional A/B test when leadership wanted a blind production launch, and modeled a phased delivery plan when marketing expected all 8 pages in a week.
Comparison of American Express & Capital One's single card home pages
3 sections structured (left), Mid-Fi explorations (right)
Potential hi-fi MVP explorations designed
discovery.
The audit of Credit Journey (the only tool with a dedicated page) showed users weren't exploring: 85% of clicks went to the hero while the tab nav where Identity Monitoring lived earned just 0.3%.
I cross-referenced segmentation data across three user groups (Starters, Mass/Affluent, Affluent), each with distinct JTBDs and aligned products, then built journey maps for each to understand what they'd prioritize and what language would resonate.
Since different ads would drive users directly to JTBD or product pages, per marketing team, the overview's job was to orient and bridge, not convert. All of this drove the three-tier structure: one overview, 3 JTBD hub pages, and 4 product pages.
previous credit journey page
segmented data collected
previous credit journey page
Starters | Mass/Mass Affluent | Affluent |
|---|---|---|
Ages 18-24 | < 150k / 150k-500k net worth | 500k-5mm net worth |
JTBD:
| JTBD:
| JTBD:
|
Aligned Functionality:
| Aligned Functionality:
| Aligned Functionality:
|
Starters | Mass/Mass Affluent | Affluent |
|---|---|---|
Ages 18-24 | < 150k / 150k-500k net worth | 500k-5mm net worth |
JTBD:
| JTBD:
| JTBD:
|
Aligned Functionality:
| Aligned Functionality:
| Aligned Functionality:
|
segmented data collected
previous credit journey page
Starters | Mass/Mass Affluent | Affluent |
|---|---|---|
Ages 18-24 | < 150k / 150k-500k net worth | 500k-5mm net worth |
JTBD:
| JTBD:
| JTBD:
|
Aligned Functionality:
| Aligned Functionality:
| Aligned Functionality:
|
Segmented data collected
results.
8 pages launched November 2025
56.3% CTR vs. 37.5% on the prior Credit Journey page
Net new customer conversion: 0.7% → 3.3%, however full attribution to the redesign requires isolating variables outside our team's control
what would i do differently, in one sentence.
Push harder for conducting moderated research before launch, as I was originally to work with a dedicated researcher but they were pulled from the project!
Potential hi-fi MVP explorations designed
Financial Tools Web Ecosystem
INDUSTRY:
2025
CLIENT:
Web
YEAR:
B2C
TEAM:
Financial Tools Team @ Chase
YEAR:
2025
CHANNEL:
Web
TYPE:
B2C
TEAM:
Financial Tools Team @ Chase
Financial Tools Web Ecosystem
about.
I led strategy, IA, and end-to-end design for Chase's first
financial tools web ecosystem:
8 landing pages built to capture paid acquisition traffic from a multi-million dollar marketing campaign, validated by an A/B test showing 56% CTR vs. 38% on the prior page.
Role: Lead Product Designer
Collaborated with: 2 marketing leads, 1 senior content designer & the design system team public engineering and design leads.
challenge.
23M existing Chase customers hadn't engaged with any financial tool in 12 months, and 61.5% of engaged customers used only one.
Chase had no unified web presence for its all of its financial tools.
A multi-million dollar marketing campaign was about to drive paid social traffic to product pages but there was nowhere meaningful to land. There was no PM and no dedicated researcher on this project, so I absorbed both roles alongside design.
discovery.
The audit of Credit Journey (the only tool with a dedicated page) showed users weren't exploring: 85% of clicks went to the hero while the tab nav where Identity Monitoring lived earned just 0.3%.
I cross-referenced segmentation data across three user groups (Starters, Mass/Affluent, Affluent), each with distinct JTBDs and aligned products, then built journey maps for each to understand what they'd prioritize and what language would resonate.
Since different ads would drive users directly to JTBD or product pages, per marketing team, the overview's job was to orient and bridge, not convert. All of this drove the three-tier structure: one overview, 3 JTBD hub pages, and 4 product pages.
previous credit journey page
previous credit journey page
Starters | Mass/Mass Affluent | Affluent |
|---|---|---|
Ages 18-24 | < 150k / 150k-500k net worth | 500k-5mm net worth |
JTBD:
| JTBD:
| JTBD:
|
Aligned Functionality:
| Aligned Functionality:
| Aligned Functionality:
|
segmented data collected
segmented data collected
what i did.
Led IA and end-to-end design for all 8 pages — mapping content provided by our content designer to components based on what each user segment needed and what the audit showed actually earned clicks.
Piloted Chase's brand new public module library — got engineering sign-off, became the first team in the firm to adopt it, and resolved components that broke before lock.
Pushed back on two fronts — negotiated a regional A/B test when leadership wanted a blind production launch, and modeled a phased delivery plan when marketing expected all 8 pages in a week.
results.
results.
8 pages launched November 2025
56.3% CTR vs. 37.5% on the prior Credit Journey page
Net new customer conversion: 0.7% → 3.3%, however full attribution to the redesign requires isolating variables outside our team's control
what would i do differently, in one sentence.
what would i do differently, in one sentence.
Push harder for conducting moderated research before launch, as I was originally to work with a dedicated researcher but they were pulled from the project!
