Message Eco-system
1. Aware of the problem
Identifying the user pain points that a design solution seeks to address.
Background
Let me introduce the background that led to the project. Chase has 63M Digitally active users. And we need to make the Digital Platforms easy and safe for our customers. However, we faced three servicing experience gaps contribute to poor CX and We focused on Relevancy
Define the Problems
2 Strategy Establishment
Understanding project objectives, target audience, and specific requirements.
Approach to the Solutions
3 Alignment and Collaboration
Identify the needs of the Line of Business (LoB) and align with stakeholders on the definitions of Messaging Patterns.
4 Design Brief
5 Message Taxonomy
We needed a well-defined message taxonomy to serve as the foundation for our message pattern framework. A structured taxonomy is essential to clearly categorize messages based on the type of information that we're communicating to our customers.
We must ensure that we properly set customer expectations and avoid creating banner blindness.
6 Message Framework
We developed a framework that is designed to help capture all types of messaging opportunities that can live System, Servicing, and Deepening patterns based on the users’ need and desired interaction we would like them to take.
7 Inventory and Realignment Proposal
Create a realignment proposal to map out the appropriate pattern for each messaging component in our inventory.
Baseline and Direction
- Use distinct components for Service, System, and Deepening to avoid banner blindness.
- Only interrupt the user when necessary and valuable.
- Take control and minimize deepening patterns.
- Combine components with similar functionality and visuals.
- Remove legacy components no longer in use.
8 Proposal for a New Pattern Map
9 Design Direction
10 Research Analysis & Insights
11 Design Direction
Placement hierarchy for messages. When service/system issues happen, the placement of the banner or the alert is determined by the options based on the scope of the issue's impact. The issue is expressed as critical, aware, neutral, or success depending on its severity level and status.
12 Proof of Results
We tested it in various ways before applying the strong background. We expected that the strong color would be off-putting to users, but they liked the clear distinction between the service message and the promotional message, and it increased engagement, and they said it made them feel more trusting.
12 Final Result
With the result from toast, I'm happy to share that the Toast uplift results in a 64.62% increase in engagement post launch. Till this day I continue to reach out to my former data partner and monitor the data dashboard, because capturing long term results is crucial for refining my designs.
13 Final Result
The fundamental problem of communication effectiveness. We are bridging the gap between internal design processes and external customer experiences. Chase’s messaging is not only consistent and efficient to produce but also resonates with and serves the needs of our customers.
