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 gives customers a window into one of their most valuable assets. Home value estimates, equity tracking, market comparables, neighborhood trends; data that used to require a Realtor visit or a third-party app now 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. These insights existed, but only customers who already had 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 to open that wall, and in doing so, bring Chase into a homeownership conversation earlier than they previously would have.

Problem

Not everyone had access

Chase had built something genuinely useful. The home insights pages: estimated value, equity position, market trends, neighborhood data, giving 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, track how their neighborhood is trending, and understand what their home is worth, all inside the Chase app, they're far more likely to start a mortgage or refinance conversation with Chase when the moment is right. 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 should see. I worked cross-functionally to map the customer segments newly in scope: 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, not bolted on.
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 where a customer was in their homeownership journey.
Connecting: Insights to Action
The business goal was mortgage originations, which meant the insights pages couldn't just be informative — they needed natural pathways toward a next step. I designed contextual prompts that surfaced relevant Chase products (refinancing, home equity) based on what the data showed, without making the page feel transactional. A customer seeing strong equity growth should be one tap away from understanding their options, not three screens deep in a product flow. (why Choose Chase?)
Delivery and Handoff
I produced detailed specs and worked closely with ADA and engineering across both the mobile app and the web implementations.