Elliott Hey
UX/Product Designer, Service Designer, User Researcher
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07402 840 161
motiveux.design@gmail.com
Home / JP Morgan
JP Morgan Asset Management
Project: Customer Engagement
Role: UX Director
I was responsible for designing and delivering the new home page and associated pages to encourage customers to register.
Background
JP Morgan had identified a new audience that it wished to attract and develop a life-long relationship with. To this end they undertook some research to understand how this audience thought about investments and the general banking domain. Based on this information they determined that this new audience were less investment savvy than the current client base and had reservations about banks in general due to the economic climate. It didn’t take them long to realise that the current private investor website was not designed for this audience and it had to change if it was to convert these new visitors to customers.
I was the UX Director responsible for:
Writing the proposal
Winning the business
Managing a small team of UX consultants
Leading the user research, persona development and user journey deliverables
Managing the wireframe design and user testing (not enclosed as under NDA)
QA of the end deliverables.
Approach
Having reviewed the marketing materials, customer segmentation and prior research I concluded that the new design had to initially appeal to users when they first arrived. First impressions of investment banks are that they are busy, technical and scary. The new design had to appear fresh, uncluttered and present the products in a lay-person's way.
I created 2 personas and 4 user journeys based on existing research and updated using primary research my team and I performed. The personas included such factors as motivations, barriers, tasks, demographics and background. These examples below show how one of my team illustrated this information in a very visual and engaging way. This style worked well with the client; they often cited that people around the office would engage with these posters even if they were not involved in the project.
Example persona
Example user journey
As the main aim for the design was to get the customers to register, I had to ultimately motivate them in some way. I came up with a few ideas with regards to boosting confidence, trust and hand holding. The rebrand also wanted to reflect a more human side which I factored in (eg. testimonials).
The next challenge was to understand how we could get the customers to engage with the site. Once they start to interact and invest time they would hopefully understand the products better and put their minds at rest. Therefore, simple calculators, get started wizards, sounded like they would be key.
Working closely with my client I came up with several concepts to explore. I designed a research activity that allowed me to interview 12 users across 2 profiles. The activity included competitor reviews, initial wireframes, engagement modules (like Stock & Shares ISA calculators) and confidence boosters (e.g. awards, why now’s a good time to invest).
The output from the research gave us a clear direction and a prioritised list of tools and messages that would resonate well with the new target audience.
Results
My contract expired before I was able to see the launch of the designs, but user research showed that it could be used by the intended audience with no training.
Next project: Nationwide Building Society
Previous project: npower
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