Chase, Ultimate Rewards Uplift — Homepage, Rewards Activity, and Transactions | UX/UI/Product Strategy
Role: Content Design, Content Strategy
Team: Loyalty — Rewards
Timeline: 2021
Tools: Figma, JIRA, Confluence, UserTesting
As part of Chase's Loyalty (Rewards and Benefits) team, I spent much of 2021 working closely with designers, researchers, product managers, and developers reimagining the Chase rewards experience. Starting with a content and UX/UI audit, my team identified areas of uplift that aligned with business objectives and customer pain points before reconstructing the landing page to cover various jobs: providing a snapshot of points, offering helpful information about how to use rewards, and fulfilling business needs.
The redesigned homepage incorporates entry points for redemption flows with additional information, marketing placements, and the plenty of placements for the then-newly launched Chase Travel. I provided the UX content for all labels, directional text, tool tips, and card-specific earning accelerators across all Chase branded and partner cards.
Ultimate Rewards uplifted landing page with above-the-fold marketing messaging highlighting travel perks.
Ways to Use and Earn points modules looked to provide education to the user and additional entry points to redemption flows. I contributed the strategy of which redemptions we should preview as well as the sub-copy on each tile.
As we worked on the homepage, we were simultaneously uplifting Rewards Activity — one level down, this page acts as a ledger for a customer's most recent transactions, point earnings, and any recent redemptions.
Rewards Activity landing page.
For each transaction type, whether it was a $15 purchase at a plant store or a $1,500 reservation at a hotel, we also had to map out how the API data would translate to our updated design. Myself, a designer, and our lead product partner huddled together to create over 30 transaction detail types that are applicable across redemption types, refunds, cancellations, credits, and more. Some transactions were more straightforward than others — depending on the earn rate associated with a purchase, a user can accumulate more points. But complex redemptions like Pay Yourself Back® or introducing travel promotions complicated our template and required deeper thinking.
The release of the Ultimate Rewards uplift was received well, increasing return visits to the rewards experience and reducing call center volume. Experimentation, continued design explorations, and further integration with card benefits will result in a more streamlined, intuitive platform that will provide customers with a one-stop-shop for their credit card loyalty needs.
