Chase Agent Express
Partnership Website | Chase MyHome + HomeStory Rewards
Champion User Experience and Interface Design throughout the project. Designing an end-to-end experience, including roadmaps, workshops, user testing, and more, resulting in a 40% enrollment rate.
Support Research Partners by building functional prototypes for intercepts and working collaboratively to build a research guide.
Provide detailed wireframes and specs for the HomeStory development team. Collaborating to ensure ChaseAgentExpress.com feels like a Chase-hosted site.
Lead partnerships between the Chase MyHome team, HomeStory Rewards, and Chase Home Loan Accountants.
Shop with your bank
Lenders aren’t brought into the home-buying journey until customers are serious. Chase Agent Express wants to change that.
Our hypothesis: By attending to customer needs earlier in the homebuying journey, specifically the shopping phase, we can increase the number of mortgages originating at Chase.
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Process
One of the benefits of our extended timeline was the ability to move slowly, under a tighter timeline we would have reacted too quickly and made changes that may not have been necessary or helpful. Instead, we were to gather data that would reflect the home-buying process more realistically. It’s important to remember people purchase a home on average once every 7 years.
A key factor to our success was this project into 4 key initiatives.
Constraints
In an ideal world, a project ramps up and launches in a seamless and linear timeline. In reality, business is a bit more complicated. And despite the importance of Chase Agent Express within Chase MyHome’s (CMH) roadmap and product landscape, it didn't allow it to hold priority over other initiatives. This meant our team had to take an incremental approach.
1. Awareness
3. Enrollment
2. Access
4. Integration
Customer Expectations
Utilizing historical data from the Chase MyHome research team, I worked with our product partners to establish a list of expectations for these primary customers (Buyers) when on Chase Agent Express.
Shortly after diving into the customer journey, we realized it would be impossible and irresponsible to ignore the selling portion of this process. I’ve included those expectations as well.
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Intuitive design, building on Chase security and trust.
Provide step-by-step guidance.
Seamless integration with Chase Account. No need to re-enter information.
Option to meet multiple Realtors, dating app style.
Helpful customer support and a detailed FAQ section.
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Intuitive design built on Chase security and trust.
Seamless integration with Chase Account. No need to re-enter information.
Helpful customer support, easy to get a hold of someone.
Technology-assisted selling simplifies the process.
Boost in listing visibility hopefully resulting in more opportunities for quality offers.
Simultaneously I worked with HomeStory to understand what design limitations our project would face.
Understanding these limitations was crucial because ultimately it was these constraints established by HomeStory that would dictate a major portion of the product’s outcome.
Alongside understanding our limitations, I sought out competitors (some in partnership with HomeStory, some not). My goal was to figure out how Chase could stand out despite all the restrictions that might be boxing us in.
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Kitsap Credit Union + HomeStory
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Citizen Bank + HomeStory
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Rocket Home
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HomeStory
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BECU + HomeStory
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Zillow
Our MVP
Once requirements were established, limitations understood and competitors analyzed, we pulled together an MVP prototype and our research team conducted intercepts with rounds of focus groups.
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Upon entry to Chase secure site (user logged in), can users find the Chase MyHome Entry? Howlong does it take, what are their thoughts about Chase having ‘MyHome’ product?
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After entering Chase MyHome and landing on the Overview page, customers explored the page before selecting the HomeStory tile, as directed.
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Users receive a speedbump they must acknowledge before exiting Chase’s secure site.
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Item description
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Our MVP received mixed reviews from Customers.
“Buying out of state is difficult. This is appealing because it connects me with Realtors, but how do I know whose best?”
Participant: Buying a second property
“I’m curious about the other options available outside of the traditional path my family is recommending. I’d love to sign up for this program and try it out.”
Participant: Family assisted purchase
Quotes from our MVP research participants
“My mother-in-law is my Realtor. This would have to be a great deal to make me break that loyalty.”
Participant: Investment owner
“This is so helpful. I don’t have many people in my life who own a home to ask for guidance. This feels like I’m set up for success every step of the way.”
Participant: First-generation homeowner
Customer Journey
Empathizing with the Home Buyer, Seller, and, Owner is part of our day-to-day job as a UX Designer for Chase MyHome.
Utilizing our established customer journey for the home buyer, our team worked to pull out pain points based on our assumptions and the feedback we heard during our intercepts.
Priority + Responsabilities
To build a great product, understanding each team's responsibilities was a key factor in our success.
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Content: FAQs, Why Choose Chase
Design: Home Page and Landing Page, (desktop and mobile)
Design: Components and specs
Illustrations
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Build and maintain: Agents Page and Real Estate Professionals page
Content: Customer screening questions
Website host
Build a website to match Chase's designs and standards
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Marketing materials
Content: Invitation email
Initiatives + Prioritization Table
Components
The second obstacle this partnership posed was the requirement from JP Morgan Chase that all designs utilize our in-house Design System. As lead Designer on the project, my priority was to provide wireframes, that included a breakdown of each component and additional specs that our in-house engineers have access to, but our partners at HomeStory would not.
Because HomeStory Rewards was responsible for building and hosting the Chase Agent Express site, they would have to replicate the Design System components we wanted to utilize.
MDS Accordion Large
MDS Progress Bar with Label
MDS Primary Input
MDS Primary Button
MDS Tertiary Input
MDS Multi Select
MDS Illustration
MDS Radial Button
Important Updates
Utilizing the feedback from our MVP intercepts, and the many rounds of feedback with our Partners, our team made updates that aided in our final Product’s success. Below is a breakdown of those key changes and associated feedback/rationale.
MVP: Landing Page
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Feedback:
Is there a help or questions/FAQ section? Before enrolling I have some questions I’d like answered. I’ll have to google this program since I see nothing helpful here.
I’m not sure I understand, how do I get the reward?
‘Enroll Now’ makes me feel trapped in my decision.
Changes:
Questions about the program were gathered are transformed into a FAQ section.
Headlines were updated to be more descriptive, and subheads were added for additional text.
Icons were replaced with Chase illustrations.
Primary CTA language is updated to be more light-hearted. Color is updated to match Chase design system primary cta rules.
MVP: Realtors page
Final: Landing Page
Final: Thank you and Realtors page
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Feedback:
Badges feel confusing and don’t help discern who is best for me.
Am I able to contact multiple Realtors?
These tiles don’t tell me enough to make a decision.
Can I change Realtors if I don’t like my matches?
Current Changes: The ‘Thank You’ page and ‘Explore Realtors’ page combined with less information and a simplified ‘Introduce Me link’.
Future: Customers want a ‘Dating App’ experience, including the option to message, several Realtors at a time to find their best match. This is outside the capabilities of HomeStory and will be a future optimization when Chase transitions to hosting ChaseAgentExress.com.
Final Product + Results
After careful consideration, rounds of testing and Chase Agent Express launched as an invitation-only beta program, allowing users to self-enroll.