The Ask

Redesign the Chase Home Lending website for two key product pages.
Invision future states for tools and interactions. 

 

Design tasks included:

  • UX and Visual design of the Nav, Tools, and 'Affordability' and 'Homepage'

  • Prototyping different entry points

  • Using internal research and user testing findings to inform the design

  • Competitor research

Role: Designer (UX + Visual)

01
Navigation

Nav explorations

I explored two main ways of approaching the nav. One was to focus on using their current site structure and considering different interaction models and another was changing the Chase's primary nav altogether (the blue bar.)

We also looked at different ways to separate the product pages (Buy, Finance, and Fund/Borrow) and child pages -- exploring combining the two in the left nav or adding a second horizontal nav.

CHANGING SIDE NAV + ADDING SECONDARY NAV

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PROTOTYPE EXPLORATIONS:

SECONDARY NAV APPEARS ON SCROLL

Based off future state sitemap. Exploring option of having secondary nav appear on scroll.

NAV SIDE BAR

Creating a more focused state of the page with hiding the side nav all together.

CHANGING PRIMARY NAV

Final Proposal

(final nomenclature TBD)

After the first round of explorations, the client decided they didn't want to touch the primary nav for internal reasons on their end. So, we revisited an initial earlier idea and combined both product and child pages. Additionally, we added 'Home' for the 'Chase Home Landing' page as per their request.

 

Note: I would not have recommended that as it is confusing to have the 'Home' tab on a 'Home Lending' site called 'Home', but this nomenclature is still up for debate.

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02
Child Page

Design Brief

Current vs Future State

Design a 'child page' (we chose the 'Affordability' page because it's the most complex) so the internal Chase team can use it to build modules and design out future pages.

This comp shows the future state of the nav (combining products in secondary top nav for increase visibility) and the addition of the following:

Design changes:

  • Modification of nav

  • Content sweep - based on user research interviews, people felt overwhelmed by the amount of content so I took a pass at condensing the amount of information

  • Got rid of videos because they didn't add value to page

  • Added the 'Affordability Calculator' tool in context (rather than linking out to product page)

  • Clarified the 'Understand the Costs of Ownership Chart' by separating 'When' and 'What' from 'How Much' so people could quickly scan to know when to expect costs

  • Added the module 'Your total cost' (Numbers are FPO) which would leave users knowing with useful numbers to take with them into the next section

  • Added the module at the bottom 'Next section' to encourage people to stay on the site and move them onto the next section

Narrative:

Explain affordability > Show what they can afford > Include other unprecedented costs

CURRENT

PROPOSED

03
Affordability Tool

Goal

Reimagine the future state of the 'Affordability' tool.

 

Researched what was out on the market and did an audit to find the descrepancies between inputs and outputs.

1. NERD WALLET:

2. CHASE:

3. BETTER:

The Culmination

After numerous iterations of the calculator before and referencing Nerdwallet, we proposed this design. 

Main design differences:

  • increasing hierarchy of the housing price and monthly payment

  • changing language to show that the deeper dive of information is a subcategory of the cost ('see change breakdown of all your expenses'

  • show the expenses in a pie chart (vs a bar chart) so that a user can see quickly the relative cost comparison across different expenses

  • color code the expenses based on whether the total housing price is affordable or not

Breakdown of expenses:

Breakdown of expenses: looked it at as modal. Color coded based on whether it was deemed affordable or not.

Data entries + Tools in Context

After doing an analysis to see what was missing from the current design of the page, we found that 'Monthly Expenditures' and 'Annual Income' were the only two parts of the puzzle missing in order to compute 'Housing Price' and 'Monthly Payment.' Thus, we proposed to add the inputs in context higher up on the page so by the time you got to the Affordability Calculator, the data was already pre-filled.

04
Homepage

Design task:

Redesign the homepage with the following goals:

  • Better direct consumers to the information / products they are searching for

  • Leverage current content

  • Tell 'Why Chase'

Research:

Below are quotes from user interviews with my notes that informed design decisions and explorations.

 

 

What I took into design:

  • Users expressed they wanted to know how long each section would take to read so we added in that info at the beginning of each section

  • Because users said this was an unfamiliar process and were keen for guidance, we adopted a more casual tone to help guide users through the process

  • We also translated the steps of buying a house into the nav, so going through the process felt like more linear and gave users satisfaction of learning / completing the process.

 

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BIFURCATION

Choose product immediately.

REASONS TO BELIEVE

Address 'Why Chase'

QUOTE / STAT / ABOUT

Sentence that continues story.

QUOTE FROM ONE OF THEIR VIDEOS

Quote + image

TOOL HIGHLIGHT

Highlight one of their tools.

'LEARN MORE' module

Ways to learn more if you don't know what you want to do.

CONTACT + FIND AN ADVISOR

FOOTER

Motion explorations:

Explorations for the homepage entry. 

HOMEPAGE WIREFRAME:

HOMEPAGE FINAL DESIGNS: