JPMorgan Chase
Content Strategy Manager
Define and drive overall vision and strategy
Editorial review
Cross-functional collaboration
Today’s Snapshot
The what: Today’s Snapshot is a mobile experience that allows customers to see their finances, tips, and insights at a glance.
The goals: From the beginning, Today’s Snapshot was different. As a content- and design-led project, our goal was to showcase personalized financial insights and guidance in a mobile-first experience. We needed to engage a new audience and knew we’d have to earn their trust.
The how: As the lead content strategist for Today’s Snapshot, I was able to partner closely with research and design from concept ideation, and user research, to the creation of new customer journey maps and voice and tone guidelines.
The challenges: This project required that traditional ideas of banking customers and interactions be set aside. Through research and numerous conversations, I was able to gain 100% buy-in on a content approach that upended traditional thinking of how we could communicate with our customers.
The outcomes: Today’s Snapshot went through 16 pilots from 2017 to 2019, when it became available to Chase’s 33 million mobile app users.
It currently* generates 1 billion insights a month.
Mobile Next
While largely confidential, I had the opportunity to lead our content strategy team in a multitude of aspects all surrounding the reimagining and relaunch of the Chase Mobile app.
The work included a year of research, workshops, and user testing to establish a framework for the new app layout the following year and beyond.
Our work in this space ultimately created a new model of cross-functional collaboration. Through our partnership, content strategy was repositioned to provide ongoing guidance and leadership in the design and development of future features.
The what: Autosave is a rule-based savings feature within the Chase mobile app that moves money into a savings bucket automatically based on the rules the customer has set up.
The goals: We turned our customer-centric focus to reimagining what had been a cumbersome process of putting savings on autopilot. Our goal was to set our customers up for future financial success by making it easy to create and update automative savings rules right from the app.
The how: My responsibilities included analyzing research, concept ideation, creating prototypes for usability testing, aligning key stakeholders on product goals, and incorporating feedback into design iterations.
The outcome: Customers have saved over $685M using Autosave rules in the first year of its launch.
Autosave
Content Strategy
In addition to growing the content strategy reach, I, along with my team, also grew the influence of content strategy as a key strategic partner. Working closely with partners in product, research, design, accessibility, and engineering we were able to reimagine, redesign, and execute on a new POV for Chase that could resonate with a new customer base.In a world of constant iteration, I’ve created editorial guidelines that continue to be used as the baseline for all intersecting language from other teams, and across the organization to create and maintain the best customer experience possible.