Chase MyHome

J.D. Power

[1] The Challenge

Lenders aren’t brought into the home-buying process until customers are serious. Chase wanted to change that.

[2] My Role

Senior User Experience Designer (2 years) | Feature Owner: Home Insights Pages, Chase Agent Express, Learning Center

[3] Outcome

J.D. Power Winner 2023 | #1 Overall Satisfaction

Project Focus:

Home Insights

[1] Hypothesis

If a customer can see their Home’s insights all in the Chase App, then they are likely to start a mortgage or refinance conversation with Chase.

[2] My Role

Senior User Experience Designer | Feature Owner

[3] Outcome

1.5 Million+ customers reached

Overview

Reimagined homebuying

Chase MyHome gives customers a window into one of their most valuable assets: their home. Mortgage Details, Equity Summary, and Neighborhood Trends; this kind of data used to require a Realtor visit or a third-party app; now it all lives 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: Mortgage Details, Equity Summary, and Neighborhood Trends, all gave 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 the most: homeowners banking with Chase who held a mortgage elsewhere, and buyers who were still in the shopping phase.

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.

Solution

Home insights pages

Research Methodologies

  1. Click Stream Analysis

    Monitoring customer habits via heat maps and click tracking, allowing us direct insight into the action items that users are interested in and what they are skipping over.

  2. User Interviews + Customer Feedback

    Conducting regular interviews with Chase customers kept our user journey accurate and our projects on the pulse of what customers actually wanted and needed.

  3. Desirability Studies

    Working with customers, we narrowed in on what were desirable features and information for a potential or current homeowner.

Customer Needs

Process

Enterprise-driven, homebuyer-focused

  1. Eligibility expansion

    The first question wasn't a design question; it was a scoping one. We knew which customers; we didn’t know what kind of data we could provide. 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.

  2. 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 we knew we would only win new users over if the data felt trustworthy and the experience felt like it belonged in a banking app.

  3. 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.

  4. 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.

    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.

  5. Delivery and Handoff

    I produced detailed specs and worked closely with ADA and engineering across both the mobile app and the web implementations.

Concurrently

Results:

Access to the Home Insights pages resulted in an 80% increase in return traffic to Chase Myhome. 1.5+ million customers reached in the first 6 months.

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.