✨ Project Overview

I led the content design for Chase’s first-ever “More” menu. The goal was to create a central hub where customers could easily access both essential banking features and value-added services. After launch, I drove iterative improvements through research and A/B experimentation.

📍 Organization: J.P. Morgan Chase & Co.

💼 Role: Senior Content Designer

⏳ Duration: 2 years

🤝 Teams: Content · Design · Research · Product

📅 Year: 2022 / 24

🎯 Problem Statement

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Before this project, secondary features lived in scattered entry points. Users struggled with where to find tools beyond core banking. The challenge:

• Build a brand-new IA and content framework for a scalable menu.
• Ensure the experience worked for both must-have tasks and discovery-oriented features.

Post-launch benchmarks (J.D. Power and internal research) confirmed improved findability but also flagged potential overwhelm — setting the stage for iterative refinements.

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✍️ Approach

1. Building the First Version

• Defined IA from scratch using a Jobs-to-be-Done (JTBD) framework.
• Grouped features into Core JTBDs (Pay & transfer, Self-service) vs. Engagement JTBDs (Rewards & shopping, Travel & dining).
• Crafted clear, concise labels for categories and actions.

2. Experimentation & Insights

• Partnered with product and analytics to run A/B tests measuring CTR.
• Data showed stronger-than-expected engagement in Self-service, Rewards & shopping, and Travel & dining.
• “Track your finances” underperformed, despite initial prominence.