CHASE MOBILE APP
Driving Enterprise Merchant Adoption
BACKGROUND
Chase partnered with Code and Theory to reimagine the mobile credit card onboarding experience. Many users dropped off during the “blackout phase”—the time between application and approval—leading to missed engagement and conversion. As lead product designer, I collaborated with researchers and stakeholders to develop a more connected onboarding platform that drives new user acquisition and engagement through the mobile app.
COMPANY
MY ROLE
YEAR
SKILLS
Design Lead
Chase
User Research, Product Design, Stakeholder Management, Interactive Prototyping
2021 (✓ Shipped)
CHALLENGE
Users aren’t actively using the Chase mobile app—as a result, Chase is missing out on sales opportunities
APPROACH
Our process was to create a landscape of direct and indirect competitors, conduct stakeholder interviews, and review data provided by Chase researchers. We prepared two workshops with the Chase team—the first workshop ideated four step-changing ideas in the customer lifecycle, with each idea representing its own challenges and opportunities. The second workshop focused on prioritizing concepts and identifying specific screens and interactions for the design phase.
KEY FINDINGS
No entry point: The Chase mobile app didn’t have an acquisition channel—the first-time digital account offering always requires the website or in-branch application.
Blackout phases: Despite users demonstrating high involvement and engagement during the application submission phase, there’s no option for the user to continue to deepen this engagement until eventual approval or a decline notification.
Prospect User Flow: Mobile App Adoption
Workshop Concept: In-App Marketplace
Workshop Concept: Application Manager
SOLUTION
We redesigned the mobile onboarding experience to keep users engaged throughout the application process. This included an in-app application flow, clearer product education, and contextual next steps while the application was under review. By guiding users with purposeful actions and timely content, the experience helped maintain momentum and ensured users were better prepared to get started as soon as they were approved.
IMPACT
Positioned the app as a stronger onboarding channel
Shaped the mobile activation strategy
Built stakeholder alignment around a unified onboarding vision
Sign-in screen to promote a first-time applications for prospect users.
Prospect marketplace within the app to enable a mobile-optimized, immersive discovery experience of featured products and the complete Chase portfolio.
Product stories based on individual product RTBs to provide a highly visual and mobile-optimized discovery flow.
Sign-in screen to promote a first-time applications for prospect users.
Prospect marketplace within the app to enable a mobile-optimized, immersive discovery experience of featured products and the complete Chase portfolio.
Product stories based on individual product RTBs to provide a highly visual and mobile-optimized discovery flow.