LEAD DESIGNER

SEPT 2025 - JAN 2026

Personalized Marketing Tiles

AI recommendation model driven personalized Home Lending tiles on Chase overview dashboard

Less design, more product strategy, data science, and thorough research

LEAD DESIGNER

JAN 2025 - SEPT 2025

Dashboard Marketing Tiles

AI recommendation model driven personalized Home Lending tiles on Chase overview dashboard

See it prototype

LEAD DESIGNER

LEAD DESIGNER

SEPT 2025 - JAN 2026

SEPT 2025 - JAN 2026

Dashboard Marketing Tiles

Personalized Marketing Tiles

AI recommendation model driven personalized Home Lending tiles on Chase overview dashboard

AI recommendation model driven personalized Home Lending tiles on Chase overview dashboard

Less design, more product strategy, data science, and thorough research
AI recommendation model driven personalized Home Lending tiles on Chase overview dashboard

Less design, more product strategy, data science, and thorough research

See it prototype

LEAD DESIGNER

JAN 2025 - SEPT 2025

Home Lending Public Experience

Driving a 38% boost in conversions with need based segmentation

See it live

One-size fits all

When customers log into their Chase account, they can see their card and account details, auto loans, credit score, etc and a tile for home loans.


The tile is a generic home icon with content which saw very less CTR compared to other tiles.

40%

Only 40% of customers who have a mortgage with Chase ever visit and engage with ChaseMyHome

2.06%

The current click through rate (CTR) is much lower for Chase MyHome compared to other tiles

5%

Out of 2M customers who have transacted (got a loan) with us, only 5% engaged with Chase MyHome 6 months prior to transcation

How does personalization make the customer feel?

In other research, we saw that when we don't target the right customer it makes them feel alien to a bank they trust. While campaigns that are tailored to customers make them feel special.

“I got an email yesterday about lowering my payment to 5% but I got my rate during the pandemic of 3%. So I don't know what CMS you guys use, but you might want to be more targeted"

“I got a video from Chase that addressed me by my name which made me inclined to watch it. It makes you feel special, candid… My mortgage company took the time to make me a little video. In a world where there's no customer service left, it felt nice to see that”

1-Day Discovery Workshop

The design team led a workshop bringing together product, tech and marketing stakeholders. The business goal was to increase engagement into Chase My Home (CTR) and increase applications (Lead initiate rate)

Business Goal

The business goal was to increase engagement into Chase My Home (CTR) and increase applications (Lead initiate rate)

The business goal was to increase engagement into Chase My Home (CTR) and increase applications (Lead initiate rate)

Problem Discovery

We did assumption mapping exercise for desirability (do people want it/need it), feasibility (can we do it) and viability (will it result in long-term profit)

Use Cases

We narrowed down a few use cases to start with so the backend team can plan parameters for recommendation model

Assumption Mapping

Are we solving a real customer problem, and will people actually want what we’re offering? Can we pull this off with the data, tech, and resources we have right now? Will this move the needle for our business, creating real value for customers and for us?

Currently, generic

Let's say, John has a home and mortgage with Bank of America.


But regardless of what we might know about John’s home, we show one tile for all

Now, relevant

We use data and intelligence to predict relevant messaging


John has a good credit score and can qualify for offers since he has been doing his monthly payments on time

But what if John doesn't want to refinance?

What if John wants to get cash and HELOC is better? Or pay off mortgage sooner so he can retire? Or buy a second home because he wants an investment property?


If we only market a rate & term refinance to this customer based on data 30 days ago, they might be high propensity for refinance but still not click on it due to different goals. To be timely and goal-oriented, we proposed a dynamic approach to personalization.

Proposal

What if we tracked recent data and behavioral indicators that indicate intent and show dynamic tiles to understand customers' needs rather than only selling one product like refinance?

Need based personalization

This way, we categorize personalization by needs not products. Our messaging and design is based on specific situations and not just what data we have about the customer.

Creating Use Cases

The proposal became our north star, and for now based on customer segments, existing and new data features in the SONAR model we created 6 use cases for MVP.


For the top decile customers (ready to apply), we had most data on as they had a mortgage and were buying their second home (common use case) or refinancing. The last two use cases were for nurturing our low decile customers (explorers) to improve return rate and engagement.

User Testing

Utility score analysis: When it comes to how much customers care about their choice, images and stand out. Customers don’t just pick these two more often, they feel much more strongly about their preference for them compared to the rest. The higher utility scores (1.7 and 1.36) show that these images spark real enthusiasm, while others lag behind or even get negative reactions.

It’s all about picking the best mix. If we just use images 5 and 7, we reach about 42% of customers. But when we add Images and 6 to the lineup, our reach jumps to 74%. By optimizing the image selection based on customers’ first choice, we can connect with as many people as possible.

Positive feelings

Negative feelings

Family/Togetherness:

“They center the family and they reflect myself and when I

think of the driving factor to own a home I think of my family

eating in the kitchen, running in the yard, and creating

memories.”


Relatability/Life stage:

“I relate to images as they portray my personal life. For

example, I am married so I liked the beautiful couple,"


Aspirational/Milestone:

“The concept of a new house, whether it be one being built, or one

with the for-sale sign. Smiling faces also make a difference.”


Positive feeling:

“I really thought it was a sweet image that kind of tugged on my

heartstrings and makes me feel good about seeing it."

Relatability/Life stage:

“I don't have children so I can't really connect to any pictures

with them. I certainly can't connect to any pictures that have

children with grandparents.”


Stock:

“Least preferred the images that felt posed and had a stock

photography nature. These felt inauthentic and like models on

a set rather than a real family I could relate to.”


Stressful:

“I don't like seeing boxes, because I don't like packing or

unpacking.”


Home style:

“The homes that are literally on top of one another. It is the opposite

of what we are looking for in our next home.

Implementation

I implemented the latest atomic design composable library with my devs on native IOS, android and web. I also made sure that we tracked the experimentation against the right control, and mapped the landing pages for each use case for best engagement.

User Testing

We conducted user interviews and testing to find the right combination of images and content that resonates with customers

What customers care about

Feelings they resonated with

Unpleasant memories

Family/Togetherness:

“They center the family and they reflect myself and when I

think of the driving factor to own a home I think of my family

eating in the kitchen, running in the yard, and creating

memories.”


Relatability/Life stage:

“I relate to images as they portray my personal life. For

example, I am married so I liked the beautiful couple,"


Aspirational/Milestone:

“The concept of a new house, whether it be one being built, or one

with the for-sale sign. Smiling faces also make a difference.”


Positive feeling:

“I really thought it was a sweet image that kind of tugged on my

heartstrings and makes me feel good about seeing it."

Relatability/Life stage:

“I don't have children so I can't really connect to any pictures

with them. I certainly can't connect to any pictures that have

children with grandparents.”


Stock:

“Least preferred the images that felt posed and had a stock

photography nature. These felt inauthentic and like models on

a set rather than a real family I could relate to.”


Stressful:

“I don't like seeing boxes, because I don't like packing or

unpacking.”


Home style:

“The homes that are literally on top of one another. It is the opposite

of what we are looking for in our next home.

Positive feelings

Family/Togetherness:

“They center the family and they reflect myself and when I think of the driving factor to own a home I think of my family eating in the kitchen, running in the yard, and creating memories.”


Relatability/Life stage:

“I relate to images as they portray my personal life. For example, I am married so I liked the beautiful couple,"


Aspirational/Milestone:

“The concept of a new house, whether it be one being built, or one with the for-sale sign. Smiling faces also make a difference.”


Positive feeling:

“I really thought it was a sweet image that kind of tugged on my heartstrings and makes me feel good about seeing it."

Negative feelings

Relatability/Life stage:

“I don't have children so I can't really connect to any pictures with them. I certainly can't connect to any pictures that have children with grandparents.”


Stock:

“Least preferred the images that felt posed and had a stock photography nature. These felt inauthentic and like models on a set rather than a real family I could relate to.”


Stressful:

“I don't like seeing boxes, because I don't like packing or unpacking.”


Home style:

“The homes that are literally on top of one another. It is the opposite of what we are looking for in our next home.

Implementation

I implemented the latest atomic design composable library with my devs on native IOS, android and web. I also made sure that we tracked the experimentation against the right control, and mapped the landing pages for each use case for best engagement.

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