Chase Retail Banking

‘Take a Step Forward’ Campaign Web & Mobile

Chase

mcgarrybowen

User Experience Design Lead

Digital Ecosystem, Campaign Conversion Flows, Wireframes

Brand & Customer Acquisition Campaign Site

Campaign, Product & Service Ecosystem

Goal of the digital campaign is to drive prospects from campaign ads to relevant product and service offerings on Chase.com, via the campaign page; however these products and services are distributed across 19+ different destination sites and pages

Challenge

Solution

Campaign landing page that meaningfully welcomes visitors from any and all of the 13+ different product/service-themed banner ad groups, presents the full range of product and service offerings, and then effectively directs them onward to the relevant products and services for them, on Chase.com

Driving traffic from campaign ads Visits to Products & Services.

The landing page experience welcomes visitors from 13+ different product- and service-themed ads, as well as from brand campaign ‘anthem’ ads online and offline (TV, DOOH, etc.), and ads and other promotional and social content around the special music group partnership, all driving traffic to the site. Calls to action need to enable user to self-segment by product / service.

Ecosystem Flow Diagram

Content Audit

Challenge

Audit and assessment of content on the main site, for campaign page use - to identify relevant information and ideas for the campaign landing page, if any

Solution

Campaign landing page will not upstream any main site content, but will focus solely on campaign messaging and product and service messaging necessary to drive users to the next step on Chase.com

Content Visualization

Conversion Flows by Segment, Product & Service

Challenge

Segmenting and prioritizing product and service messaging and presentation on the campaign page based on audience segment and priority, to reach right audience with right message and drive to right product/service

Solution

Guiding Prospects to the Right Products and Services - Map unique conversion flows by audience segment, then individual conversion/acquisition flows by product and service

For the Prospective Customer segment, customer acquisition was the top priority goal - i.e. opening an account online, or finding and visiting a local brand, to then open an account at the branch.

For the Current / Existing Customer segment, the priority was upgrading (upsell) to Online and new Mobile Banking services, for the customer’s existing account; from there, or for those customers already enrolled in Online and Mobile, a secondary priority was adoption of additional products and services such as Quick Deposit enrollment and app download.

For the Current / Existing Customer segment, a secondary priority was adoption of additional products and services such as Quick Deposit enrollment and app download.

Conversion Flows

Campaign Landing Page Wireframe

Challenge

How to meaningfully welcome visitors from 13+ differently themed digital ad sources, build a bridge from campaign messaging to product and service information, and deploy conversion-driving content and calls to action to drive traffic to 19+ banking products and services (Chase.com destinations)

Solution

A design that balances brand and campaign messaging with product and service benefit messaging and calls to action, presents the full array of available products and services in a clear, concise, easily scannable way (weighted and prioritized by product, segment), and enables users to see all offerings at a glance, and quickly find and identify products / services of interest/relevance

The landing page presents products and services in a structured way, according to product groupings, with concise content, messaging and linked calls to action for each product and group. The ‘hero’ (primary page area) banner creative and messaging rotates, in an automated slideshow fashion, and defaults on user landing to the appropriate theme, based on source ad from which the user is visiting.

The ‘hero’ (primary page area) banner creative and messaging rotates, in an automated slideshow fashion, and defaults on user landing to the appropriate theme, based on the source ad from which the user is visiting.

For direct visits or where traffic source is unknown, the default ‘hero’ message (primary page area) is for ‘Take A Step Forward’ brand and campaign creative and messaging. These visitors are likely coming from off-line / non-digital ad sources.

For visits from known ad sources, i.e. 13+ product and service themed ad groups, a series of product- and service-themed hero banners and messaging will welcome the visitor, served dynamically when the user lands, to correspond based on ad source product/message they clicked to visit, for each of the top priority products and services.

An alternative option for how to present product and services on the landing page, by grouping them into 2 main groups - Checking and Online & Mobile, with messaging embedded in linked calls to action for each product, and little to no additional content, beyond linked CTAs.

For campaign launch, initial site roll-out will be a single, simple, above-the-fold page, with only rotating hero (or single ‘campaign’ hero, for launch), and product and service linked CTAs. A second release of page could include additional ‘below-the-fold’ content, about ‘Why bank with Chase?’, with more detailed content on benefits for each product and service listed, and linked calls to action, throughout.

Higher fidelity wireframe incorporating brand colors illustrates how wireframes will come to life in design.

Wireframes

Campaign Mobile Landing

Challenge

How to present the large volume of content, and lengthy array of different products and services, in a way that is mobile-friendly and accessible

Solution

Mobile-optimized experience - a variation of the site, designed for the mobile user mindset and use case scenarios. experience should foreground features unique to mobile device, such as a location-base branch locator tool, and ‘call a branch’ telephone function. product and service content should prioritize and highlight online and mobile products, likely of interest to mobile-user audience. calls to action to download the mobile app (and then mobile quick deposit app). also user login, to encourage existing customers, to try signing in and banking on mobile

Wireframes