JPMorgan Chase

Lenders aren’t brought into the home-buying process until customers are serious.

Chase wanted to change that.

Overview

Reimagined homebuying

Chase MyHome has the power to give customers a window into one of their most valuable assets. Home value estimates, equity tracking, neighborhood trends, data that used to require a Realtor visit or a third-party app now live inside the Chase experience, updated and personalized.

I led end-to-end design on the effort to expand access to Chase MyHome's home insights pages, making them available to a significantly broader set of customers across both the web and the Chase app. Previously, these insights existed, but only customers with a Chase mortgage could see them. Everyone else: Chase banking customers who owned a home, customers with a mortgage elsewhere, buyers actively shopping, hit a wall. The opportunity was clear: give Home Insights access to everyone, and, in doing so, increase mortgage originations.

Problem

Not everyone had access

Chase had built something genuinely useful. The home insights pages: estimated value, mortgage details, and neighborhood trends, give existing Chase mortgage customers a real-time picture of their home's financial standing. But the eligibility gate meant the product was only reaching customers who had already committed to Chase. It wasn't available to the customers Chase most needed to reach: homeowners banking with Chase who held a mortgage elsewhere, and buyers who were still in the shopping phase.

Our hypothesis: If a customer can see their home's equity, their mortgage details, and track how their neighborhood trends, all inside the Chase app, then they are likely to start a mortgage or refinance conversation with Chase.

The insight page becomes the relationship touchpoint that makes Chase the natural next call. The design challenge was making that expansion feel native and valuable.

Process

Enterprise driven, homebuyer focused

Define: Eligibility expansion
The first question wasn't a design question; it was a scoping one. We knew which customers; we didn’t know what they could see. I worked cross-functionally to map the new customer segments: Chase banking customers who owned a home without a Chase mortgage, and customers earlier in the buying journey. Understanding what data was readily available for each segment shaped what the experience could actually deliver.
Research and Discovery
A recurring theme: customers knew their home had appreciated but had no easy way to track it. Most were checking sites like Zillow and Redfin for neighborhood insights and data. Chase was used separately, just for their finances. The insight pages had the potential to close that gap, but only if the data felt trustworthy and the experience felt like it belonged in a banking app.
Design: A Wider Range of Contexts
Expanding access meant designing for customers with very different relationships to the data.
A customer with a Chase mortgage and five years of equity history has a different starting point than a customer who just linked an address for the first time. I designed entry states, empty states, and progressive disclosure patterns that made the experience feel relevant regardless of a customer’s relationship to homeownership.
Connecting: Insights to Action
The business goal was mortgage originations, which meant the insights pages couldn't just be informative; they needed natural pathways towards a next step. It was important to include relevant Chase products (refinancing, home equity) based on the data, without making the page feel transactional. Coinciding with the insights pages, I crafted ‘Why Choose Chase?’ a specialized section that lives at the bottom of pages across Chase MyHome. This section highlighted relevant programs and offers to the user with an immediate call to action to connect with a Home Lending Advisor.
Delivery and Handoff
I produced detailed specs and worked closely with ADA and engineering across both the mobile app and the web implementations.

Customer Needs

Conversation Initiation

Most customers don’t know where to begin when it comes to buying a home. We recognized that Chase has an opportunity to initiate a conversation.

Chase Homebuyer Journey: After Insights Pages

Opening the Home Insights pages resulted in an 80% increase in return traffic.

Home Insights callout on the marketing/public facing pages of chase.com.

Guided Process

The options available to customers today are endless. Guiding the user through the home-buying process, all within their banking app, makes it simple and painless.

Concurrently with the Home Insights initiative, our team worked on the ‘Why Choose Chase?’ internal advertisement that highlighted various programs available to customers within Chase MyHome. The end goal was guiding users to Chase-originated mortgages, answering one of the biggest needs our customers had: a Chase-initiated conversation.

Trust Established

Buying a home is a high-stress moment in life. Chase aimed to establish trust from the first interaction and feel safe and secure throughout the process.