Chase Pay Website — Regina Hong

Chase Pay

Chasepay.com is a stand-alone site promoting the Chase Pay app by educating users about the app’s benefits and features. I worked on building three site versions with the associate UX director, designer, and front-end engineer. My role included conducting UX research (usability testing and competitive analysis), designing wireframes, and monitoring analytics.

Client : Chase (2017)

Role : UX Designer

Team : Senior UX Designer, Designer, Copy Writer, Strategist (2), Developer

Project Overview

Goal

Increase mobile traffic and decrease bounce rate
Increase app download rate

Challenge

majority of traffic is coming from desktop
New visitors from mobile rising but high bounce rate

Solution

Build mobile adaptive site to increase mobile traffic
Diversify content types for higher engagement
Place download CTAs in effective places for higher download

01. Discovery Phase

We took a step towards understanding the client's digital ecosystem. Knowing the client’s online environment is critical because it helps identify the nodes of connections between other Chase sites and to manage content in other sites to be up to date to match with Chase Pay website’s.

02. Define/ Research Phase

Chasepay.com is the central place for users to find details and information about the app. To promote this unique aspect effectively, we diligently studied the product. We conducted informal usability testing and mapped out UI flow charts for each feature.

We wanted to be a market differentiator since Chase Pay is the first payment app created by a bank. Therefore, we gained a robust understanding of market trends on how others (payment app competitors: Apple Pay, Samsung Pay, Android Pay) communicate about their products. This research helped our messaging strategy during the content hierarchy building process.

03. Design Phase

Our objective was to build a user-friendly, and through several revisions and updates, we specifically improved the site usability by:

1. Improving information architecture : We organized information into taxonomies and hierarchies that were then categorized into different pages with clearly defined topics and labels. This made the site easy to navigate and find information.

2. Diversifying content types : Illustrated animations were used for better content engagement. UX designers (Associate UX director and I) collaborated with copywriters and designers to make sure messaging was clear and concise for users.

3. Placing CTAs at effective places for higher downloads : One of the main goals of the Chase Pay site is to persuade users to download the app. So, we consistently monitored data analytics to identify which sections of the sites users interacted with the most. Then, we placed download CTAs in these areas of high activity for a higher download rate.