As part of a two-pronged UX initiative, I lead the design for the Quick Wins work stream to deliver impactful, short-term solutions while supporting our Future State research stream. The primary objective was to address the customer experience gaps identified in seven digital acquisition journeys. Using research insights, I designed and implemented mobile optimizations, resolved usability issues, and collaborated with our content partners to align content with client mindsets. I also worked closely with product to prioritize and deliver top-impact items for the 2024/2025 roadmap.
Create experiences within the Chase mobile app that attracts mass affluent prospects and make it easier and more appealing for them to choose J.P. Morgan Wealth Management.
To better understand our target audience, the firm transitioned from using static personas to dynamic mindsets, reflecting how context can influence values, desires, and decision-making. This shift allows us to engage clients in a more adaptive and personalized way. Our research team discovered that our clients fall into two mindsets:
By focusing on these mindsets, we can deliver personalized solutions that resonate deeply with our clients' evolving needs and goals.
The Future State team conducted co-design research sessions with prospects to gain a deep understanding of their needs while shopping for an advisor. Their goal was to create an ideal shopping experience that would serve as our north star. Throughout the process, our work streams collaborated closely, sharing insights and aligning on objectives, while still working individually on our respective tasks. The research findings from Future State played a key role in shaping the pain points that the Quick Wins work stream would address. Together, we mapped out the customer journey, identifying critical touch points and areas for improvement.
The Future State teamās research uncovered several key pain points that highlighted areas where the client journey could be improved:
To address the identified pain points, our team focused our strategy on the Advisor Services page. This was a key experience our team could fully manage, with no cross-impact dependencies, and it served as a primary entry point for users coming from high-traffic dashboards.
Our design strategy prioritized a mobile-first approach, recognizing that 70% of our traffic comes from mobile app users. The original page had been designed with a web-first mindset, which no longer aligned with current user behavior. By shifting to mobile-first, we ensured that the experience was optimized for the devices most frequently used, streamlining the user journey and improving overall usability.
Below is the current Advisor Services page, which features a long scroll filled with duplicative marketing content. To address the key pain points, we focused on modernizing and optimizing components for mobile, reducing the page length by 50%, and refining the content to be clearer and more concise.
The following images showcase how we addressed the identified pain points through the optimized design. Each design decision was made with the goal of reducing friction for users and ensuring that the Advisor Services page is not only easier to navigate but also aligns better with user behavior and needs. Hereās a breakdown of how the new design tackles those pain points.
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In October 2024, we finalized and delivered the optimized Advisor Services page, marking a significant milestone in addressing key user pain points. The new experience is now part of a quantitative A/B test, scheduled to run over 6ā8 weeks. During this test, 50% of the population will see the enhanced design, while the other 50% will continue to interact with the original page.
Our hypothesis is that the optimized page will drive a 5% increase in lead conversion rates, thanks to its streamlined content, mobile-first design, and improved user flow.
As part of the delivery process, I collaborated closely with our developers to QA the new optimized components, ensuring their functionality and scalability for use across other pages.
Results from the test, expected in late January 2025, will guide our next steps for Phase 2 of this initiative, ensuring we continue to refine and enhance the user experience based on measurable outcomes.
The delivery of the optimized Advisor Services page is just the beginning. With results from the A/B test expected in late January 2025, weāll use the insights gained to inform the next phase of this work and refine our approach further.
For the 2025 roadmap, our team will focus on creating dynamic, personalized pages that segment users based on their mindsets and financial profiles. This includes optimizing the contact form to better align with the needs of both Strivers and Thrivers. For Strivers, weāll introduce a scheduling feature that enables them to book time with our client welcome group. For Thrivers, weāll streamline the process by bypassing the client welcome group and connecting them directly with an advisor who will proactively reach out to them within 24-48 hours.
Additionally, we aim to further optimize the content to speak more directly to these distinct mindsets, ensuring it resonates with their values, needs, and decision-making processes.
To support these initiatives, I plan to collaborate with our data and analytics partners to refine how we target users based on their assets, allowing for even more precise and relevant experiences. These next steps will build on the foundation weāve created, delivering personalized solutions that align with user behaviors, values, and goals.
At exhibit-E & Dan Miller Design, I collaborated with a team dedicated to creating digital solutions for clients in the art world. In this role, I took on a variety of responsibilities that required technical expertise, creativity, and strong client collaboration, such as:
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The art world requires visually stunning, functional websites that showcase collections and exhibitions while preserving brand identity and user engagement. Each client brought unique needsābalancing aesthetics, usability, and technical performance.
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My experience at exhibit-E & Dan Miller Design honed my ability to blend design and technology in service of niche industries. Working with art-focused clients challenged me to think creatively while delivering functional, elegant solutions.
As part of a two-pronged UX initiative, I lead the design for the Quick Wins work stream to deliver impactful, short-term solutions while supporting our Future State research stream. The primary objective was to address the customer experience gaps identified in seven digital acquisition journeys. Using research insights, I designed and implemented mobile optimizations, resolved usability issues, and collaborated with our content partners to align content with client mindsets. I also worked closely with product to prioritize and deliver top-impact items for the 2024/2025 roadmap.
Create experiences within the Chase mobile app that attracts mass affluent prospects and make it easier and more appealing for them to choose J.P. Morgan Wealth Management.
To better understand our target audience, the firm transitioned from using static personas to dynamic mindsets, reflecting how context can influence values, desires, and decision-making. This shift allows us to engage clients in a more adaptive and personalized way. Our research team discovered that our clients fall into two mindsets:
By focusing on these mindsets, we can deliver personalized solutions that resonate deeply with our clients' evolving needs and goals.
The Future State team conducted co-design research sessions with prospects to gain a deep understanding of their needs while shopping for an advisor. Their goal was to create an ideal shopping experience that would serve as our north star. Throughout the process, our work streams collaborated closely, sharing insights and aligning on objectives, while still working individually on our respective tasks. The research findings from Future State played a key role in shaping the pain points that the Quick Wins work stream would address. Together, we mapped out the customer journey, identifying critical touch points and areas for improvement.
The Future State teamās research uncovered several key pain points that highlighted areas where the client journey could be improved:
To address the identified pain points, our team focused our strategy on the Advisor Services page. This was a key experience our team could fully manage, with no cross-impact dependencies, and it served as a primary entry point for users coming from high-traffic dashboards.
Our design strategy prioritized a mobile-first approach, recognizing that 70% of our traffic comes from mobile app users. The original page had been designed with a web-first mindset, which no longer aligned with current user behavior. By shifting to mobile-first, we ensured that the experience was optimized for the devices most frequently used, streamlining the user journey and improving overall usability.
Below is the current Advisor Services page, which features a long scroll filled with duplicative marketing content. To address the key pain points, we focused on modernizing and optimizing components for mobile, reducing the page length by 50%, and refining the content to be clearer and more concise.
The following images showcase how we addressed the identified pain points through the optimized design. Each design decision was made with the goal of reducing friction for users and ensuring that the Advisor Services page is not only easier to navigate but also aligns better with user behavior and needs. Hereās a breakdown of how the new design tackles those pain points.
ā
In October 2024, we finalized and delivered the optimized Advisor Services page, marking a significant milestone in addressing key user pain points. The new experience is now part of a quantitative A/B test, scheduled to run over 6ā8 weeks. During this test, 50% of the population will see the enhanced design, while the other 50% will continue to interact with the original page.
Our hypothesis is that the optimized page will drive a 5% increase in lead conversion rates, thanks to its streamlined content, mobile-first design, and improved user flow.
As part of the delivery process, I collaborated closely with our developers to QA the new optimized components, ensuring their functionality and scalability for use across other pages.
Results from the test, expected in late January 2025, will guide our next steps for Phase 2 of this initiative, ensuring we continue to refine and enhance the user experience based on measurable outcomes.
The delivery of the optimized Advisor Services page is just the beginning. With results from the A/B test expected in late January 2025, weāll use the insights gained to inform the next phase of this work and refine our approach further.
For the 2025 roadmap, our team will focus on creating dynamic, personalized pages that segment users based on their mindsets and financial profiles. This includes optimizing the contact form to better align with the needs of both Strivers and Thrivers. For Strivers, weāll introduce a scheduling feature that enables them to book time with our client welcome group. For Thrivers, weāll streamline the process by bypassing the client welcome group and connecting them directly with an advisor who will proactively reach out to them within 24-48 hours.
Additionally, we aim to further optimize the content to speak more directly to these distinct mindsets, ensuring it resonates with their values, needs, and decision-making processes.
To support these initiatives, I plan to collaborate with our data and analytics partners to refine how we target users based on their assets, allowing for even more precise and relevant experiences. These next steps will build on the foundation weāve created, delivering personalized solutions that align with user behaviors, values, and goals.
