Chase, Sapphire Reserve Relaunch | UX/UI

Role: Content Design, Agency Partner

Team: Loyalty — Rewards & Benefits

Timeline: October 2024 — June 2025

Tools: Figma, JIRA, Confluence

The goal of the 2024 Sapphire Reserve relaunch was to increase Chase’s market share among the affluent customer base, shifting value from credit card points to perks. Our goals were to make the Reserve a top of wallet card, allow customers to unlock premium travel and lifestyle experiences, and make the Sapphire brand the most premium on the market.

The uplift work took the better half of a year, with collaboration efforts from design and product teams across Card, Travel, and Lifestyle organizations. A significant amount of time was spent strategizing the framing of updated travel benefits and co-branded partnerships to ensure millions of existing customers understood the changes coming to their now $795/year annual fee card.

Updated travel benefits for use in the Chase Travel portal and on-the-ground during your vacation

The Sapphire Reserve relaunched with additional content placements across the card dashboard, loyalty hub, and travel portal. Elevating the look and feel of these components was done in collaboration with agency Big Spaceship. My role during these efforts was to act as a loyalty SME and liason, providing strategy insights and framing recommendations to the external agency team, as well as wordsmithing copy inputs across loyalty, travel, and public-site placements.

The launch of the new Reserve program and its accompanying campaign were received with enthusiasm and write ups from The Points Guy, Nerd Wallet, Forbes, and more. A year into the new program, customers are still finding the best ways to maximize their credit card perks and get the best value possible.