In my pursuit of enhancing my design skills, I aimed to expand my understanding of UX Design by conducting a UX Design Audit on chase.com

Target Customer: Young adults well-versed in web navigation but unacquainted with credit/debit cards and financial service firms exploring chase.com for the first time

Thank you for joining me in my design journey!

Project Objective: Enhance the accessibility and user-friendliness of the Chase website, with a primary focus on optimizing the initial user experience for the personal page and credit card page.

Process Steps:

1.Assumptions/Initial Insights
2. Current flows, pain points, opportunities
3. Competitive analysis + their flows
4. Brainstorm/determine design goals
5. “Lo-Fi” sketches/ initial mockups
6. Prototype + “Hi-Fi” and improvement decisions

Assumptions

  1. The user is experienced in navigating and utilizing web applications but is visiting the Chase website for the first time

  2. The user’s first time acquiring a credit card/ debit card — also exploring other financial service providers

  3. Users are prepared to apply for a credit/debit card today within the United States.

Initial Key Insights/ First Glance of Website

  1. Initial Home Page Confusion: The homepage lacks clarity and is overwhelming with excessive text, font, and lack of color variation.

  2. Target Audience Focus: A key demographic is young adults entering their post-graduation lives and applying for a credit/debit card. Young adults generally prefer vibrant colors, simple language, and less text over complex information.

  3. Excessive Information: The bottom section, providing insights about Chase, is text-heavy and presented in small font, potentially discouraging users who are in a hurry or casually browsing multiple websites to read the information.

  4. Scrolling: The "Choose What's Right for You" section requires extensive scrolling to reach the end, which can be time-consuming.

  5. Invisible Call to Action: The "Schedule a Meeting" button is too subtle and easily overlooked at first glance.

  6. Enhancing Key Messaging: Despite the prominence of the $100 offer, it gets lost among the clutter of text.

Current flows

Pain Points & Opportunities

  1. Initial Home Page Confusion: Create a homepage with less overwhelming text, more buttons, and more consistent color

  2. Target Audience Focus: Keep colors and text simple, yet vibrant and appealing — avoid complexity

  3. Excessive Information: Make the bottom section include “learn more” buttons and fewer text — buttons direct to a new page. If the user is interested in the information they will click on the button to learn more, if they are not interested they will not even consider reading the bottom section considering the excessive wording and complexity

  4. Scrolling: For the "Choose What's Right for You" section, make everything be displayed out linked to their dedicated section so the user does not have to scroll to find the next button

  5. Invisible Call to Action: Make the "Schedule a Meeting" button bolder and visible to the user.

Competitive analysis + their flows

The Apple Card website features a highly polished and user-friendly design. It achieves this by streamlining the content to remove excessive text, providing clear navigation buttons, and maintaining a consistent color scheme throughout. By implementing this to the Chase website, users will have an easier time navigating the website.

CHASE

CHASE

APPLE

One of Chase's competitors is American Express. Chase's credit card page appears overwhelming with excessive text and buttons that can be distracting. In contrast, American Express neatly separates their card options in boxes, using less text, consistent colors, and polished buttons in one section. They even offer various card options, enhancing user engagement and boosting interest in their credit cards.

AMERICAN EXPRESS

Brainstorm/determine design goals

  1. LESS WORDING

2. CONSISTENT COLORING

3. BUTTON USAGE

4. CLEANLINESS

“Lo-Fi” sketches/ initial mockups

  • Color consistency between buttons, excessive wording, picture of woman does not really match the rest of the page

  • The $100 section could be higher, more visibility might attract user

  • Add “learn more” buttons to the gray section instead of having so much wording — could lose the user’s attention and interest

  • Have this section come in the beginning

  • Make this section have less wording and more buttons that are visible to the user

Prototype + “Hi-Fi” and improvement decisions

Current Website Homepage

Current Website Homepage

New Website Mockup

New Website Mockup

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