Chase UX Case Study: Designing "How-To" Videos for Customer Support

Overview

As the Lead UX Designer at JPMorgan Chase, I led the initiative to design and produce "How-To" videos aimed at enhancing customer onboarding and support experiences on the Chase Bank website. My role involved conceptualizing, scripting, and producing video tutorials that simplified complex banking processes, collaborating closely with cross-functional teams, and ensuring a consistent, accessible user experience.

Problem Statement

Chase customers frequently encountered challenges in navigating digital banking features, leading to increased support calls and reduced customer satisfaction. Existing text-based guides were not engaging enough, and users preferred visual, step-by-step instructions for ease of understanding.

Research & Insights

To identify user pain points, I conducted user interviews, surveys, and usability testing, gathering insights on common challenges and preferred learning methods. I then created detailed user personas to represent key audience segments, ensuring the videos addressed their specific needs, motivations, and pain points. This guided the design of engaging, relevant content tailored to user preferences.

 

Design Process

  • Storyboarding & Scripting: Collaborated with product managers and subject matter experts to develop clear, user-centered scripts for each video.

  • Video Production: As the producer, I oversaw video shooting, editing, and post-production, ensuring high-quality visuals and consistent branding.

Accessibility & UX Design:

Implemented closed captions, high-contrast visuals, and user-friendly navigation for inclusive access to all users.

  • Prototyping & Testing: Created interactive prototypes in Figma to test video integration within the website’s UI, iterating based on user feedback and stakeholder reviews.

 

Solution

The final product included a series of responsive "How-To" videos integrated seamlessly into Chase's website, covering various digital banking features. The design focused on clear navigation, step-by-step guidance, and accessible interactions, ensuring users could easily find and understand the tutorials.

Impact & Results

  • 40% reduction in support calls related to digital banking features.

  • 25% increase in customer engagement and satisfaction with online banking.

  • Positive feedback from users and stakeholders, highlighting the videos' effectiveness and ease of understanding.