Message Eco-system
1. Aware 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 Pattern Definitions
Once we understood the two patterns, we realized that serving and Deepening can live on a spectrum. This meant, we needed to think deeply about all messages that can live between servicing and deepening. How can we make sure we're capturing the appropriate pattern for all types of messages that exist in our ecosystem? I proposed new pattern such as the Next Best Action. After solving the servicing issue, we should recommend actions to help customers prevent issues from recurring in the future and enhance the service experience. And it could increase customer's engagement.
We developed a framework that is designed to help capture all types of messaging opportunities that can live between Servicing and Deepening patterns based on the users need and desired interaction we would like them to take.
6 Inventory and Realignment Proposal
Create a realignment proposal to map out the appropriate pattern for each messaging component in our inventory.
Before
After
7 Problems Solved
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.
![]()
![]()
Defining the visual language for servicing messaging patterns.
![]()
![]()
![]()
![]()
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 increases engagement, and they said it made them feel more trusting.
![]()
![]()
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.
![]()
8 Enhanced the Visual of Components
Defining the visual language for servicing messaging patterns.
8 Toast Research Analysis
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 increases engagement, and they said it made them feel more trusting.
8 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.
