LEAD DESIGNER

JAN 2025 - SEPT 2025

JPMC Home Lending
Public Experience

Driving a 38% boost in conversions with need based segmentation

See it live

LEAD DESIGNER

JAN 2025 - SEPT 2025

JPMC Home Lending
Public Experience

Driving a 38% boost in conversions with need based segmentation

See it live

See it live

LEAD DESIGNER

JAN 2025 - SEPT 2025

Home Lending Public Experience

Driving a 38% boost in conversions with need based segmentation

See it live

DEFINE

SOLUTION

IMPACT

OPTIMIZE

High traffic — low conversion

Raw data on the left showing conversion rates at different touch points. What story does this tell? People visit but don't convert.


I created this simple visualization to show the market we are missing. This helped illustrate the conversion bottleneck impact up to leadership and secured over $10,000 in investment for Home Lending Public experience re-design.

Deeper look at data

Let's analyze the points of friction and the clicks to try to understand customer intent and needs

KYC Flow

"Start online" takes customers through an account creation flow with sensitive questions like SSN

"Start online" takes customers through an account creation flow with sensitive questions like SSN

Outdated design

Over 800 public pages, lack of branding and 20+ CTAs with unclear pathways

Clicks

Top clicks were for miscellaneous actions like hamburger menu, sign-in. The most desired (rates) was 4th click which is 3 scrolls below

3-Day Design Workshop

The design team led a one day workshop starting with blue sky thinking to get the group to step out of tech constraints, devise a clear vision to share with stakeholders and create a few designs to see our ideas live and plan the roadmap.

LEAD DESIGNER

JAN 2025 - SEPT 2025

JPMC Home Lending
Public Experience

Driving a 38% boost in conversions with need based segmentation

See it live

See it live

High traffic — low conversion

Raw data on the left showing conversion rates at different touch points. What story does this tell? People visit but don't convert.


I created this simple visualization to show the market we are missing. This drove impact up to leadership and secured top investment for Home Lending Public experience re-design.

Behind the numbers

Now to understand the customer perspective of this story, why do they drop, and more importatnly— what are their needs?

KYC Flow

"Start online" takes customers through an account creation flow with sensitive questions like SSN

Outdated design

Over 800 public pages, lack of branding and 20+ CTAs with unclear pathways

Clicks

Top clicks were for miscellaneous actions like hamburger menu, sign-in. The most desired (rates) was 4th click which is 3 scrolls below

3-Day Design Workshop

The design team led a one day workshop starting with blue sky thinking to get the group to step out of tech constraints, devise a clear vision to share with stakeholders and create a few designs to see our ideas live and plan the roadmap.

Scenario mapping

Applying the four forces model, we tried to understand what would push customers out of renting and pull them into the attractive new home. However, habits and anxieties can outweigh this.


Customers might not see the value of buying a new home if they're comfortable renting. Even if they do want to buy a new home, they might be anxious about certain factors.

Habits and anxieties

Through customer research, we dived deep into these habits and anxieties such as credit concerns, need education before decision and importance of value before commitment

“I notice the apply button but I would definitely be spending more time in the learn before deciding to understand everything first”

“I notice the apply button but I would definitely be spending more time in the learn before deciding to understand everything first”

“Just to understand the steps before I commit to clicking on the apply to buy button”

“I don't [feel ready] because I would want to consider my husband's finances as part of the loan and, um, we're still working over the next couple of months to get his credit to a better place”

“I don't [feel ready] because I would want to consider my husband's finances as part of the loan and, um, we're still working over the next couple of months to get his credit to a better place”

Competitor Analysis

Competitors offered tailored resources and clear support for customers at every stage of the home buying journey, including prominent contact options. Rocket Mortgage stands out with more engaging and persuasive language.

Design values

We set the values for our new design grounding in customer's thoughts, feelings and actions to understand both what we want and what we don't want

What we want

What we want

Think:

Chase is reliable and offers clear options that fit my needs. I can make an informed decision if I am ready.


Feel:

Confident, reassured, and supported. Empowered to step into home ownership.


Say:

"I know what to do, this looks easy to start"


Do:

Use tools, start an application, reach out for help

Think:

I don't know where to look, I am confused and distracted. This is complicated.


Feel:

Overwhelmed, anxious, or skeptical. Lose trust in Chase to help achieve home goals.


Say:

"This is too complicated.” I’m not sure what to do.”


Do:

Leave the page, give up, or look elsewhere

Design values

We set the values for our new design grounding in customer's thoughts, feelings and actions to understand both what we want and what we don't want

What we want

Think:

Chase is reliable and offers clear options that fit my needs. I can make an informed decision if I am ready.


Feel:

Confident, reassured, and supported. Empowered to step into home ownership.


Say:

"I know what to do, this looks easy to start"


Do:

Use tools, start an application, reach out for help

What we want

Think:

I don't know where to look, I am confused and distracted. This is complicated.


Feel:

Overwhelmed, anxious, or skeptical. Lose trust in Chase to help achieve home goals.


Say:

"This is too complicated.” I’m not sure what to do.”


Do:

Leave the page, give up, or look elsewhere

Need-based segmentation

This led us to create three customer segments based on needs and trust. We need to earn trust with early explorers, establish trust with rate shoppers, and keep trust with those ready to apply.

Ready to apply segment

"Start online" might get clicks, but customers who are actually ready to apply will click "Apply to buy"


Value proposition "Our priority is you" with discounts and benefits to trust Chase

Rates as decision point

Rates as decision point

Rates was 4 scrolls below in the old page. New page has value (personalized) and rates in 1st scroll


Clear branding (colors, warm tone images, no illustrations) and powerful content to imbibe trust in Chase


Rates was 4 scrolls below in the old page. New page has value (personalized) and rates in 1st scroll


Clear branding (colors, warm tone images, no illustrations) and powerful content to imbibe trust in Chase


Shopping segment

Reduce CTA overload in new design with clear purposeful CTAs


Mortgage calculator and affordability calculator highlighted with HLA guide section

Early explorer segment

Top 3 action oriented educational articles rather than 7 hyperlinks


No sticky footer forcing customers to "Start online" and apply

  • Sanjana is the best designer at Chase that I've worked with. She is proactive, thoughtful, eager to learn and produces ideas and designs at both a high quality and high volume - which is rare! She has very high potential at Chase over a long runway. I am very thankful she is part of the CMH Marketing Quad; she makes it much stronger.

    Bart Piela

    Marketing/Public Executive Director

  • Hi Sanjana,

    I just wanted to take a moment to recognize the incredible impact you’ve had on the Public Transformation Home landing experience. Your leadership, drive, and unwavering commitment have been nothing short of inspiring. You’ve been the champion behind so much of our progress rallying the team, pushing for excellence, and making sure we never lose sight of the bigger picture. Your work is making a real difference, and I’m deeply grateful for everything you bring to the table. Thank you for being such a force of positivity and progress. We’re lucky to have you!

    Williams Cavalcante

    CMH/Public Design Lead

  • Sanjana is the best designer at Chase that I've worked with. She is proactive, thoughtful, eager to learn and produces ideas and designs at both a high quality and high volume - which is rare! She has very high potential at Chase over a long runway. I am very thankful she is part of the CMH Marketing Quad; she makes it much stronger.

    Bart Piela

    Marketing/Public Executive Director

  • Hi Sanjana,

    I just wanted to take a moment to recognize the incredible impact you’ve had on the Public Transformation Home landing experience. Your leadership, drive, and unwavering commitment have been nothing short of inspiring. You’ve been the champion behind so much of our progress rallying the team, pushing for excellence, and making sure we never lose sight of the bigger picture. Your work is making a real difference, and I’m deeply grateful for everything you bring to the table. Thank you for being such a force of positivity and progress. We’re lucky to have you!

    Williams Cavalcante

    CMH/Public Design Lead

38%

Increase in lead initiate for variant compared to control


Increase in lead initiate for variant compared to control

-0.5%

Reduced conversion in mobile - split flag issues and further investigation

30.9%

Increase in lead submit (conversion) in variant compared to control

Data based enhancements

Based on data, we continued to make enhancements because we know that fixing the page doesn't fix the experience, so we continued momentum with more initiatives

ECI cookie optimization for simple sign in for existing customer

Building a unified calculator to replace outdated iFrame (inaccessible by AI crawlers, poor usability).

Create a public design system for Home Lending in the new tech stack.

Conducting multi-variant testing for L2 navigation and decommission old HL public pages (~100)

Improve strategy for Paid Search, Paid Media and external aggregators promoting mortgage lenders

Wish your vision meets impact soon?
Let’s bring it on sooner :)

Email

LinkedIn

Wish your vision meets impact soon?
Let’s bring it on sooner :)

Email

LinkedIn

Wish your vision meets impact soon?
Let’s bring it on sooner :)

Email

LinkedIn

Create a free website with Framer, the website builder loved by startups, designers and agencies.