J.P. Morgan Chase
As the Creative Director and Design Lead on the new Chase.com Design Language and part of the Chase Mobile App re-design it was my job to ensure that our business and design goals were met in order to create a baseline for us to further iterate once we went live. And, everything we worked on was build with Rational, Emotional and Meaning value.
Our business goals were to improve the overall perception of the Chase brand by improving brand perception, increasing satisfaction scores and net promoter scores, increase transactions by simplifying and improving navigation and increase mobile enrollment, and finally, reduce costs through lowering call center volume and increase mobile app usage.
Our design goals were simple and here are a few that fall within each category; 1.) Rational: Develop, document and communicate the philosophy, goals, strategy, usage and accessibility approach 2.) Emotional: Use visual storytelling and wayfinding to create compelling and actionable experiences, and implement research studies to measure effectiveness and 3.) Meaningful: Implement research studies to measure the effectiveness.
It was a complete shift in the way the company, culture, team and process approached design.
Discovery + Strategy
Since User Centered Design Thinking was a new approach we leveraged previous research and created REM Briefs and Guiding Design Principals to align ourselves too while we created a process in which we could validate our work.
We looked for opportunities to create a friendlier and more cohesive experience, and create and document communication strategies throughout.
We conducted competitive and comparative analysis’s so we could understand what others were doing well and evaluate the advantages and disadvantages. It had become a living breathing document that was iterated on throughout the process in order to monitor trends.
In parallel we created moodboards for core functionality such as navigation, buttons, modules and etc. to audit and look for patterns in addition to applying best practices and standards before testing to minimize execution time and create a positive user experience.
Our strategy was documented and presented to stakeholders (internal lines of business) throughout the entire process. Maslow's hierarchy of needs was created in order to illustrate the stages in our strategy and how all of these aspects work together.
A snapshot of the process we created for the UX Designers was captured, continuously detailed, clearly communicated, implemented and iterated on.
Not only did I manage a team of seven, I was also a hands-on designer.
The design team partnered with researcher to create and evaluate usability tests. We not only collaborated on concept and usability tests throughout the process but we leveraged previous research to save time and money — as long as the research was relevant and conducted within a reasonable timeframe.
We created and documented our test questions in the form of a REM Brief in order to create a well balanced Design Language. Our questions were simple and here are a few that fall within each category 1.) Rational: Does the design reflect our core principles; simple, human, personal, cohesive, capable and interoperable? 2.) Emotional: Does the design feel trustworthy and professional? and 3.) Meaningful: Does high or low contrast prove poor or better legibility?