New Chase Home Page: Adapting to Today's Customer
Design and Engaging Stories Will Bring a New Look to Chase.com
In a connected, digital world, companies need new ways to reach and engage consumers and build personal relationships with them.
"We're focused on helping people feel comfortable in the world of their finances," said Tim Parsey, the head of digital customer experience for Chase.
That's why Chase is personalizing the site by showing photos from the local area. “It's a concept that has resonated with users of our mobile app," said Josh Klenert, the company's executive director of user experience and design.
The new design also connects with consumers through stories they'll find relevant. The News & Stories section, which appears front and center on the redesigned home page, features content that's not about interest rates or credit lines, but about real people and the ways they live and enjoy their lives.
“People who look at News & Stories spend more time on our site than other Chase.com users," says Brian Becker, head of content for the Chase newsroom. “That gives us more opportunity to connect with them and see how we can help with their financial needs."
From Mobile to the Web
Last year, Chase updated its mobile apps for iOS and Android, letting customers use their phones and tablets instead of visiting or calling the bank.
“Customers really like the look of the Chase Mobile app, so we're bringing it to the online experience too," says Gavin Michael, the company's head of digital. “We have more room on a desktop or tablet screen to give customers tips and information along with new fonts, colors and pictures."
Chase Mobile is currently the highest-rated banking app in both the Apple App Store and Google Play and consistently ranks among the 100 best-rated iPhone apps.
Lessons learned from app design have influenced the changes to Chase.com, Klenert said. For instance, mobile app users often prefer to scroll continuous feeds, like on Facebook or Twitter, instead of clicking links and waiting for new pages to load. That's how the News & Stories section works.
The page also uses use images and storytelling to "add a bit of humanism into this world, which can be too dry," Parsey said. "Why can't we have fun too?"
It's a smart time to roll out such changes, said Karen McGrane, the author of Content Strategy for Mobile. "Financial services firms have a real opportunity to adopt more digital-first content creation processes, which will enable them to get more value from what they create."
And there's more to come.
“We're not done," Klenert said. “We're going to keep working with our users to make the site even better."
Visit the new chase.com.
Illustration by Florian Schommer | Anthony Wing Kosner is a technology contributor to Forbes.com, user-experience designer and editorial content strategist. He writes frequently about the user experience of machine intelligence.