Chase, Ultimate Rewards Uplift — Deals | UX/UI/Customer Research
Role: Content Design, Content Strategy
Team: Loyalty — Rewards
Timeline: Q3 2023
Tools: Figma, JIRA, Confluence, UserTesting
Significant to the refresh of the Deals page was the intensive research and co-design methodology we took during our extended sprint. In an effort to acclimate our Product partners to a new project brief, we worked through in-depth Discovery and Definition phases to zero in on crisp objectives and milestones to reach for. Instead of success metrics like “CSAT score” and “clicks,” the design team encouraged our partners to go a level deeper and consider tracking click-through and completion rates. We also made sure to foster connections with other experience teams like the newly launched Chase Travel and to create a cohesive visual language through the rewards experience through promotion tagging.
Our researcher recruited customers for a live prototyping session, and we made swift design adjustments based on real-time feedback. In the end, a combination of marketing requirements, customer responses, and our evolving design library created a streamlined experience that was more easily scannable for promotions and sales and felt like a valuable resource for Chase customers.
(A side note: Initially, I was a strong advocate for removing the “Chase Ultimate Deals” page from the loyalty experience altogether. I was convinced that there was a cleaner way to surface promotional information and marketing messaging to users without making them click into a separate page. But — what’s one content designer against robust business objectives and two competing product teams?)
The legacy Deals landing page — not appealing, out of style, and with types of deals jumbled together.
The former treatment showing gift card sales.
The uplifted Deals landing page with hero Chase Travel entry point, in-experience navigation, and descriptive language.
Category previews of current deals, with updated promotional tagging structure differentiating between ‘burn’ and ‘earn’ opportunities.
Today, the Deals page continues to be a top destination for customers in the Rewards experience. Functioning as a one-stop-shop for all in-flight discounts, sales, and offers, users are increasingly browsing and then converting to redemption screens through this page. I’m happy to have been proved wrong!
