JPMorgan Chase & Co

Project: Finn by Chase | Role: Content Strategist

What is it? 
Chase’s first all-mobile bank account aimed at millennials, with next-gen features like spending trends and autosave capabilities. 

UX Content Strategy:
Simple banking terms with supportive, authentic and (whenever appropriate) humor-infused content. 

ATM FLOW
Challenge: Since Finn doesn’t have any branches, we needed to provide a way for users to see the fee-free ATMs at their disposal. 

Process: Millennial users know what an ATM is and what it offers them. They want to get cash quick and easy, so our screens should reflect that seamless process. Before several ideation meetings with the design and product teams, I conducted a competitive landscape to see how other mobile-only banks (Ally, Simple, Qapital, etc.) streamlined their ATM finders. I learned the best practice was to strip out all superfluous content to focus on what the customer really wants to know: What ATMs are nearby, do they take deposits and do they charge fees.

I worked with our product team, legal team and business partners to incorporate what they felt was essential info, while stripping out some of what customers didn’t want to see. For the intro screen, I was able to highlight the most important information the user needed to know—no fees and when they’d see a Chase ATM vs. a Partner one. In future iterations, I’d like to further evolve this flow by cutting down some of the language on the intro screen, removing even more from the ATM Info screen and shortening the exit modal. With all that said, I’m pleased I was able to get all of our legal partners to sign off on this voice and tone, which is a complete departure from the rest of the bank, but fits in with what we’re trying to do with Finn. 

APP STORE RELEASE NOTES
Challenge: Make the in App Store What’s New section stand out from the average “bug fixes” update.

What was it before? Nothing. I took this opportunity to surprise & delight the customer with the Finn voice and tone.
Outcome: While in UX copy we strive to be simple and direct, the App Store content allowed the voice and tone of the brand to shine through.

TOOLTIPS

Challenge: Simplify the old Chase definition of Present Balance for Finn.

Result: It now takes less time to read and it’s also less confusing for the user.