Digital content strategy
@ J.P. Morgan Chase
Navigating any digital experience should be easy and simple. It turns out banking and finances are anything but. However, with smart UX writing and content strategy, I help make J.P. Morgan Chase's mobile and web experiences intuitive, approachable, and a little more human.
Some recent projects:
COLLECTIONS
What is it? Digital debt collection, essentially.
What did I do? Collaborated with researchers to determine what motivates users to try and resolve their debt, crafted a content strategy tailored to users in the midst of hardship, and collaborated with product and design to bring it to life from inception to release.
The result? A sensitive and empathetic flow that demonstrated concrete success at retaining users from start to finish.
>> PREPARE THE USER If you want users to complete your flow, equip them with the knowledge they need to do so from the onset. Speaking clearly and plainly always helps, too.
>>WRITE THE UX YOU'D LIKE TO SEE Empathetic content strategy is choosing to tell the user "What are you experiencing?" rather than "What is the reason for your account delinquency?" How you frame the experience with your copy can greatly impact how the user approaches it, and increase the ultimate completion rate.
>> TURN NEGATIVES INTO POSITIVES I took esoteric product plan descriptions, stripped them down to the essentials, and translated them for the everyday user. Most importantly, instead of focusing on the negatives of a debt scenario, I took the payment plan details I was given by my product partners and turned them positive, highlighting what the user has to gain from repayment. Here's an example:
BEFORE...
Statement Credit plan
[Sub-header] Summary of terms
• If the plan payments are not made monthly, the account will advance in delinquency and collection efforts will continue.
• Until your account is brought up to date, you may continue to incur late fees.
• You will not receive the credit if the requested payment amount is returned by your bank and is not replaced within 10 calendar days.
• Please note that your account will continue to age normally if minimum payment requirements are not received.
...AFTER!
Statement Credit plan
[Sub-header] Summary of terms
• Make a single payment to bring your account up to date.
• Once you do, you'll see a credit on your account within two billing cycles, and your regular monthly payments will continue as before. Keep in mind: this credit is not a payment.
[Expand arrow] See complete details and a description in the plan conditions.
DAO (Digital Account Originations)
What is it? The on-boarding experience for all of the bank's brands.
What did I do? Overhauled and reimagined the Business Banking application. Transformed what was an in-branch-only process into a simple digital experience that can be completed anywhere.
The result? What was originally an hour-long, in-person application process is now a quick and seamless online flow that averages 7.5 minutes for existing customers and under 20 minutes for new-to-bank users.
>>LET THEM KNOW WHAT TO EXPECT A high-level overview of the application process goes a long way toward orienting the user to the task they're about to undertake. As always, let them know what's ahead of them, and what they'll need along the way.
>>BREAK IT DOWN Information should be presented in a sequentially logical way for the user to seamlessly complete. When an item can be interpreted as unclear, a tooltip with clarifying or edifying help text can make a world of difference. Always break it down for the user where you can.
>>SAY WHAT YOU MEAN This page presented a tricky problem: What to call the "beneficial owners" of a business -- a group that ranges from owners to senior managers to voting board members. "Beneficial owners" is a banking term, so is less than ideal for average users. What prevailed? My common, direct suggestion: "Business decision makers." Sometimes the best content is the most plain-spoken.
JUST FOR YOU
What is it? Personalized borrowing options served to users who are already approved -- from credit cards to auto loans.
What did I do? Overhauled an existing user experience with new features and branding in a content-first way.
The result? A clean, concise and visually stimulating experience that helps users know, and be empowered by, their borrowing power.