A best-in-class site redesign to craft a modern, intuitive experience and reinforce JPMC’s visual identity.

A best-in-class site redesign to craft a modern, intuitive experience and reinforce JPMC’s visual identity.

JPMORGAN CHASE • WEBSITE REDESIGN

PROJECT OVERVIEW

Role

Product Designer

Industry

Fintech

Project Scope

UX, UI, Design System

Duration

18 months

INTRODUCTION

JPMorgan Chase is the largest bank in the United States, the world's largest bank by market capitalization, and the fifth-largest worldwide in terms of total assets, controlling $3.684 trillion USD (with a T!!).

JPMorgan Chase is the largest bank in the United States, the world's largest bank by market capitalization, and the fifth-largest worldwide in terms of total assets, controlling $3.684 trillion USD (with a T!!).

The goal was to reimagine the JPMC Careers experience since the site served as the centralized source of information for prospective talent. Though after further discussions with JPMC stakeholders, we identified a need to shift the focus from Careers toward redesigning the entirety of JPMC.com and to find a way to integrate the Careers experience into the larger strategic vision.

The goal was to reimagine the JPMC Careers experience since the site served as the centralized source of information for prospective talent. Though after further discussions with JPMC stakeholders, we identified a need to shift the focus from Careers toward redesigning the entirety of JPMC.com and to find a way to integrate the Careers experience into the larger strategic vision.

IMPACT

16M+

Page Views

33%

Pages to path to Careers Home

3.50 min

Average Time on Site

ROLES AND RESPONSIBILITIES

I worked on the entire end-to-end design process of the website redesign from auditing the current JPMC site system to designing the foundational site system of components and defining the look-and-feel (visual design) that brought the homepage, navigation, and careers experiences to life, accelerating path to launch.

I worked on the entire end-to-end design process of the website redesign from auditing the current JPMC site system to designing the foundational site system of components and defining the look-and-feel (visual design) that brought the homepage, navigation, and careers experiences to life, accelerating path to launch.

PROBLEM

The current JPMC.com fails to support key business objectives because users get stuck in broad, passive, and siloed experiences.

The current JPMC.com fails to support key business objectives because users get stuck in broad, passive, and siloed experiences.

KEY FINDINGS 1

The overwhelming navigation prevents users from getting to the relevant content where the real stories are being told

The overwhelming navigation prevents users from getting to the relevant content where the real stories are being told

KEY FINDINGS 2

65% of users who clicked on the About page navigated away without interacting with the content

65% of users who clicked on the About page navigated away without interacting with the content

KEY FINDINGS 3

Job seekers want to see more information about growth and career pathways throughout the site — not just a list of jobs

Job seekers want to see more information about growth and career pathways throughout the site — not just a list of jobs

What does becoming “best-in-class” mean for JPMC.com?

What does becoming “best-in-class” mean for JPMC.com?

CURRENTLY, THE SITE EXPERIENCE IS

Broad

Broad

Ambiguous categorization that doesn't highlight differentiators.

Ambiguous categorization that doesn't highlight differentiators.

Passive

Passive

Full of dead-ends that don't give audiences chances to act.

Full of dead-ends that don't give audiences chances to act.

Siloed

Siloed

Repetitive and isolated content that tells a fragmented story.

Repetitive and isolated content that tells a fragmented story.

SO, DELIVER A SITE EXPERIENCE THAT IS

Curated

Curated

Brand identity-driven experiences and content organization.

Brand identity-driven experiences and content organization.

Active

Active

Constant opportunities for relevant action and outreach.

Constant opportunities for relevant action and outreach.

Path-driven

Path-driven

Connected content that tells a holistic, amplified brand story.

Connected content that tells a holistic, amplified brand story.

KEY WINS FROM THE REDESIGN

A modern, fresh, human centric look-and-feel.

A modern, fresh, human centric look-and-feel.

I contributed to designing JPMC’s new visual identity with new colors, typography, and a modern presentation of the rebranded site.

I contributed to designing JPMC’s new visual identity with new colors, typography, and a modern presentation of the rebranded site.

A flexible, scalable design system.

A flexible, scalable design system.

I collaborated with other designers to develop the foundational templates and components used to easily apply across the site and promote visual and structural consistency.

I collaborated with other designers to develop the foundational templates and components used to easily apply across the site and promote visual and structural consistency.

Easily navigate and discover content useful to you.

Easily navigate and discover content useful to you.

Consolidated content into one unified experience to ensure users can find the content they need, increasing time on site by 3.50 minutes.

Consolidated content into one unified experience to ensure users can find the content they need, increasing time on site by 3.50 minutes.

Optimized to be intuitive, efficient, and user-first.

Optimized to be intuitive, efficient, and user-first.

Through thoughtful structuring, user research, and iterative testing, this redesigned information architecture transforms complexity into clarity by helping users find what they need faster and actually engaging with the content.

Through thoughtful structuring, user research, and iterative testing, this redesigned information architecture transforms complexity into clarity by helping users find what they need faster and actually engaging with the content.

Elevating the Careers experience

Elevating the Careers experience

I cohesively tied Careers content together to empower users to explore the site and take action, boosting their confidence in understand next steps and feel aligned with JPMC’s values and culture.

I cohesively tied Careers content together to empower users to explore the site and take action, boosting their confidence in understand next steps and feel aligned with JPMC’s values and culture.

From content repository to best-in-class experience

From content repository to best-in-class experience

We focused on the three areas with the highest user interaction, navigation, homepage, and Careers, since they're the gateways for users to explore deeper into the site, allowing light to shine on the more underrepresented pages.

We focused on the three areas with the highest user interaction, navigation, homepage, and Careers, since they're the gateways for users to explore deeper into the site, allowing light to shine on the more underrepresented pages.

HOMEPAGE

NAVIGATION

CAREERS

ANNOTATIONS

Annotations are the key to a successful product launch

Functional annotations are the the keys that give devs instructions on how to execute the design vision. By getting the devs familiar with this document early in the process, they can be aware of potential technical constraints or usability issues for specific components and their interactions. It's a key document that every member of the project needs to be familiar with and contribute to so that the project doesn't fall under the cracks.

Functional annotations are the the keys that give devs instructions on how to execute the design vision. By getting the devs familiar with this document early in the process, they can be aware of potential technical constraints or usability issues for specific components and their interactions. It's a key document that every member of the project needs to be familiar with and contribute to so that the project doesn't fall under the cracks.

KEY TAKEAWAYS

Edge cases matter more than you think.

My “perfect” designs had edge cases I hadn’t considered like how one component's interaction could be fine on one breakpoint, but could break or present accessibility issues on another breakpoint. I learned to try and cover as many scenarios as possible through ideation and actively work with the devs to discover them. This way, the devs will only thank me as they do not have to spam me asking about every detail. This makes even more clear when it's documented in the annotations.

Communicate clearly with your clients.

I learned to not put clients on the spot and instead send them the questions ahead of time in a document and encourage them to add their answers and comments. It gives them time to analyze my questions and get back to you with answers which are well thought of and keeping track of the answers to those questions can be of great help for future reference.

My other projects

My other projects

Apple

Redesign

Design System

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