Investments by J.P. Morgan

Project overview

Redesign an industry leading future vision state for J.P. Morgan Chase’s mobile digital Self-Directed Investing (SDI) experience.

Role

Lead product designer

Team

Design, Product, Tech, Strategy, & Research

Timeline

6 months

Background

J.P. Morgan Chase are industry leaders in digital retail and banking, but are new to the self-directed investing (SDI) market as of 2018.

With investing growing in public popularity through 2020, there was a huge opportunity for J.P. Morgan Chase to make their mark in this growing SDI industry. But customers had major pain points with the current experience, which was preventing this from happening.

The Problem

J.P. Morgan Chase did not offer an adequate
SDI experience for its users.

Opportunity

I partnered with our research team to run a detailed current state analysis which identified 48 customer experience gaps (CX gaps) in the existing application.

These gaps were identified as the reasons that our current offerings were not top of the SDI space in the same way that Chase’s digital banking or checking experience is.

My goal was to use these insights to design a target state that solves for all of the identified gaps and provide customers with the most useful and streamlined digital investing experience possible.

Goals



Secure project funding

Our primary goal was to maintain buy-in from senior leaders. Our initial directive was “If you can design for the best experience, we will make sure it gets built”

h

Solve CX gaps

To create an optimal experience for users, it was important to create a design solution for all 48 pain points identified in the research.

Audience

Detailed upfront research was run to identify the investment behavior & goals of our users. By solving for new and experienced investors, I could provide an experience that satisfied the broad needs of our customer base. This was a directive that informed the layout and design decisions of every part of the project.

Design sprints

Our team organized the end-to-end SDI experience into five distinct design sprints based on jobs-to-be-done.

I collaborated with our research team to understand the end-to-end client journey, and focused our efforts on the most frequent and impactful customer journeys.

The Sprint Process

Discover: Understand the CX gaps in the current state and analyze competitor offerings.

Define: Share findings with senior stakeholders and work to prioritize key problems to solve.

Design/test: Create wireframes, build prototypes, and iterate rapidly based on usability testing.

Sprint end: Share with CEOs to get final sign off on the sprint.

Design Analysis: Trade

There were over 30 flows designed and tested in this project, but one great example of our process leading to a successful outcome is the trade ticket. We trialed two primary page layouts in usability testing sessions. One ticket was “all in one” and had all of the various options on a single page, while the other was considered “step by step” and took users through a more guided experience.

Final designs

We delivered 30+ hero flows across five sprints. See more detailed screens below.

Key Results



$185M in funding

Received funding from Wealth Management leadership to help bring this vision to life for an MVP launch in 2022.

Z

48 CX gaps closed

All of the customer experience gaps identified in our initial discovery phase were solved for in the vision designs.

“Already one of the greatest hits. I can’t wait to bring this to life!”

Head of Product, Digital and Client Solutions - JPMorgan Chase & Co.

“This work raises the bar!”

Chief Executive Officer - J.P. Morgan Wealth Management

Next steps

With funding for the vision secured, product teams were organized around each design sprint to bring this work to life in 2022.

I am leading the Monitor design team. This team consists of myself and 2 junior designers.

We are collaborating with product, tech, and research teams to work backwards from the vision work to our current state and launch an MVP by the end of 2022, with the full experience targeted by 2025.