Chase Credit Journey
Overview
Since every 1 in 2 households in the U.S. has a Chase account or credit card, Credit Journey was launched in 2016 as a simple credit score app to help existing customers. By 2019, the platform had over 21 million enrolled users.
Vision
Redesign the product experience to better serve users in the medium- and long-term.
Ask / Objective
Support customers along their real-life financial journeys
Encourage consistent use of Credit Journey to monitor progress
Help users build a deeper understanding of credit and its impact
KPIs
Total traffic and unique visitors
Scroll depth per user
Time spent on the app
Number of returning visitors
Number of additional pages viewed
Total time spent per session
Watch the reel:
Homepage
The homepage serves as the hub and primary doorway for different user journeys. It leverages data and features to provide a personalized, cohesive experience.
Asks / Objectives
Increase engagement and active users
Provide greater transparency around credit and simplify financial health
Content Strategy
The user is provided with personalized insights through dynamic cards that are designed to promote weekly engagement while delivering evergreen content that drives users further into the experience.
Credit Factors
Users get a detailed breakdown of individual factors, along with context around how they contribute to a user’s credit score.
Asks / Objectives
Provide an overview along with the option to dive deeper
Highlight educational moments to increase feature engagement
Content Strategy
Include definitions, gradation scales, and suggested actions
Surface snapshots of recent and relevant changes
Alerts
A total of 72 alerts across email, text, push notification, and in-app messaging to help users stay on top of credit-related activities—delivered in real-time. Alert opt-ins are grouped by credit report updates, factor changes, and notifications requiring urgent action.
Ask / Objective
Create individual messaging for each alert type
Build templates and designs that can be scaled to include all notification messages
Goals
Goals function as an interactive tool that enables users to work towards score-based objectives, gain greater credit knowledge, and achieve overall credit fluency.
Asks / Objectives
Create a personalized goal experience that drives engagement
Enable users to set, track, and celebrate a set goal based on their current score and educational needs
Increase repeat visits through updates on goal progress
Content Strategy
Break bigger goals down into smaller ones to increase relevance in the user’s mind
Acknowledge positive financial behavior and achievements
